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Financial PR2020-10-14T12:46:39+01:00
financial public relations

Financial PR and Marketing

The digitalisation of financial services and peoples’ lives during the past decade has dramatically changed the FS industry landscape. It’s seen the emergence of challenger banks, insurers, wealth management companies and other financial services businesses, all against a backdrop of new regulation, new markets and greater financial inclusion. Traditional players are under pressure to adapt, fuelling the trend from offline to online – less bricks and mortar, more virtual.

Sapience is a specialist financial PR agency. We offer a suite of services to help financial services businesses navigate the challenges presented by the rapid changes in the industry. We look to work with organisations, which like ourselves, share a strong sense of purpose and look beyond purely commercial returns to the positive impact they can have on society and the environment.

“Sapience Communications has been driving our brand awareness and strengthening our profile by being creative, media smart and proactive and helping our executives and partners showcase their market-leading expertise and experience in selling businesses across virtually all sectors of the economy.”

Charlotte Knight, Marketing Manager, Cavendish Corporate Finance

Our Expertise

We are experts in financial public relations. Our experience extends across multiple sectors within the financial services sector, including financial media. This institutional knowledge helps us to really understand the industry, our clients and their needs. We track regulatory changes and incorporate these into the counsel we provide. Our experience helps us to know what works with different types of business media, including sector verticals.

We have carefully selected a team whose skills and insight reflect the challenges our clients face. Our directors include senior business figures with a wealth of experience from across listed companies, financial institutions and entrepreneurial tech firms.

As an entrepreneurial financial services PR agency, we pride ourselves on being highly nimble, responsive and utterly focused on delivering the right outcomes for our clients. Our achievements and long-standing relationships across the financial services spectrum are a testament to that.

The Sapience team also brings deep experience of strategic planning, event management (press conferences, media roundtables etc.), crisis & issues management, messaging, advocacy, media counsel and the full suite of content creation from tweets, blogs, speeches and video, to by-lines, press releases and white papers. We deliver this content to targeted audiences through paid, earned, shared and owned media channels.

Our Approach

As a financial services public relations company, we often work with clients on short-term more tactical projects lasting a few months, as well as long-term retainer work. Our approach is consistent in always starting with the overarching financial PR strategy. We frame the work within that strategy to ensure consistency of message and focus, and to achieve the desired strategic objectives.

We specialise in financial PR campaigns, thought leadership, messaging and strategic communications, all critical in giving clients a regular and consistent voice within a regulatory framework, but also in a broader communications context. Clear messaging and communications has never been so important, and customers expect financial institutions to invest responsibly and take positions on social issues that go beyond their core business. We can help you achieve this.

The Financial Services Landscape

The UK financial landscape is constantly evolving. From major changes in trade and geopolitics at the macro level, to ever increasing digitalisation and personalisation at the micro.

Retail banks’ physical presence has shrunk while new online-only banks have emerged. Insurtech has also shaken up the insurance sector for which London has long been the global hub. Investment banking meanwhile has been dramatically impacted by the MiFID II legislation.

The global financial services sector has in recent years seen compliance and governance, data privacy and regulation, anti-money laundering and KYC processes, as well as risk management all come to the fore, along with increased penalties for the miss-selling or selling of unlicensed products. These present significant areas of risk for FS companies.

And as the world becomes more unpredictable, multi-national institutions operating across multiple geographies are increasing aware of cultural and political sensitivities. Having the right protocols and contingency plans in place are an important part of being able to manage and mitigate that risk.

1.Why should you work with Sapience?2020-06-15T16:19:40+01:00

Sapience has deep financial services experience across multiple categories in the sector. The longevity of our client relationships says a lot about our ability to deliver high quality work on a consistent basis.

2.How is pricing determined?2020-06-15T16:20:04+01:00

We sit down with our clients to understand their exact needs and price transparently, based on the amount of time and the number of Sapience team members required to get the job done.

3.What are some common PR challenges for Financial services organisations?2020-06-15T16:20:27+01:00
  • Senior executive buy-in is very important – without it, achieving the right outcomes becomes far more difficult. In the financial services sector, senior executives need to be visible and accessible.
  • Regulation is a major factor too, particularly in financial services where the fines meted out for breaches are very high. A good understanding of this is necessary, particularly if the work covers several different jurisdictions.
  • International organisations also need to be culturally sensitive. Missteps here can be calamitous for the business and reputation. Your PR agency needs to prevent such problems arising in the first place, but must be ready to find solutions at speed if a situation arises.
5.How long does a financial public relations programme normally run for?2020-06-15T16:21:22+01:00

A shorter project would typically be about three months. But a campaign can easily be multi-year. It comes down to factors including scope, vision, territories covered and budget.

6.Can you write and distribute press releases as part of Financial PR campaigns?2020-06-15T16:21:43+01:00

Absolutely. Press releases may be considered old-fashioned, but they remain a very effective way to reach large audiences and get to the top of search engines. Media appetite for press releases varies in different geographies, but they are useful statements for the record, can be a source of blogs, tweets and WeChat posts, and they can also be readily translated.

7.Are Financial PR campaigns entirely online?2020-06-15T16:22:10+01:00

While online channels are clearly very important, a good PR campaign would take a more holistic approach to include speaking events, media briefings, thought leadership programmes, exhibitions, face-to-face interviews, television etc. Depending on the nature of the campaign, there may be a need for advertising or sponsorship, a media tour or a press conference also.

8.Should Financial PR activities take place continuously?2020-06-15T16:22:37+01:00

In the very competitive world of asset management, investment and retail banking, insurance and other related financial services, an ongoing programme will likely prove both cost effective and more effective in getting results. The need for know-how and continuity with the institution’s communications are important to stay on top of the company’s news, thought leadership, personnel changes and other developments. But PR activities typically also extend to media monitoring about the company and about the industry which is important for flagging potential problems that need to be addressed or managed. Awareness of the latest regulation is also very important in the financial services sector. This is another reason a financial institution would ideally have a long-term retainer agreement with its financial PR agency.

9.What is the primary task of financial public relations?2020-06-15T16:23:05+01:00

To ensure the financial institution’s message is delivered accurately and in a compelling way to its key audiences. The role is also to protect and enhance the reputation of the client.

Client Experience

To discuss you financial PR needs, please use the below form to get in touch with the Sapience team.


Sapience Communications

We’d love to hear from you. You can get in touch with us to discuss your corporate PR needs using this form and we’ll get back to you as soon as feasible.

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