Getting quoted in a trusted outlet or featured in a podcast isn’t just a win—it’s an opportunity. But too often, we see firms celebrate a media placement with a single post…and then move on. The truth is, visibility alone doesn’t equal impact. It’s what you do next that drives business momentum.
Getting quoted in a trusted news outlet or featured in a podcast isn’t just a win: it’s an opportunity. For financial advisors, press mentions signal credibility, but too often, they stop at a single LinkedIn post. The result is fleeting attention and ZERO real impact.
The truth is, media visibility alone does not drive growth. What creates brand momentum is how you use that visibility to reinforce your expertise, reach new audiences, and tie the moment back to your growth strategy.
We’ll explain how to leverage media coverage and turn it into marketing gold for long-term online visibility. But first, let’s discuss:
Why Media Visibility Matters for Financial Advisors
While referrals were once the primary source of getting new leads for financial advisors, things are a lot different in our digital-first economy. Only 29% of modern consumers require a referral to choose a financial advisor, while 45% make that decision based on digital marketing exposure.
If you know how to leverage your media coverage, you can fuel the very digital presence that your prospects use to validate your credibility. It’s non-negotiable if you want to strengthen your online presence. This approach has to be a part of your growth engine alongside content, referrals, and advisor-driven marketing.
Done right, a single article quote or podcast feature can ripple across channels and touch your prospects at multiple points in their journey.
Step 1: Keep It Alive, Don’t Let It Fade
Social posts vanish fast, with the average life span of a LinkedIn post being about 24 hours, while that of an Instagram post is around 20 hours. Algorithms push your content down the feed within hours, but your PR strategy doesn’t have to stop at day one.
A smart media placement strategy would help you extend the life of each mention. Here’s how:
- Re-share your feature 30, 60, or 90 days later with a new hook.
- Use seasonal or topical angles (something like “With year-end planning season underway, here’s what I told Forbes about helping clients prepare”).
- Repurpose the same piece across multiple formats: quote cards, videos, carousels, or polls.
Re-sharing and repurposing aren’t redundant; they create recognition. Your prospects will rarely act after a single impression. It’ll take a few digital interactions before a prospect engages with you or your firm. By resurfacing your media coverage, you multiply those touchpoints.
Step 2: Show Value, Not Vanity
It’s tempting to say, “Look, we were in the news!” But high-performing media amplification always ties back to audience value. So, be sure to frame your press mentions around teaching, validating, or inspiring:
- What insights did you share that your audience can use?
- How does this media coverage affirm your position as an expert in solving their challenges?
- What larger trend or concern does your commentary address?
This shift from vanity to value transforms your media visibility into thought leadership. Instead of promoting your firm, you’re reinforcing why prospects should trust you. And trust is a major factor when it comes to finding a reliable, skilled financial advisor.
Step 3: Stay on the Right Side of Compliance
Media visibility is exciting, but not at the expense of compliance. You don’t want the news outlet coming after you for violating their compliance and social media sharing policies. While each outlet will have its own policies, here are a few thumb rules you should stick to:
- Never share the full article text on your website or social media. Link to the original source instead.
- Don’t use outlet logos, screenshots, or reprints without checking licensing requirements. Many news and media outlets require paid permissions.
- Always route your content through compliance review, even if it’s a short post, before publishing. It’s better to be safe than sorry.
Respecting compliance guidelines helps you avoid unnecessary risk while still maximizing media visibility.
Step 4: Tie Media to Your Larger PR Strategy
Every financial advisor or firm has to have a media relations strategy that connects back to growth goals. Make sure to tie back your media coverage to this strategy of yours.
Ask yourself:
- Does this coverage align with the topics you want to be known for?
- Can it support you and your team in client conversations?
- Does it reinforce your unique value proposition?
For example, if your firm wants to position itself as the go-to advisor for small business owners, prioritize media coverage in outlets that speak to that audience. Then repurpose it into client-facing content, such as newsletters, events, or even onboarding packets. This is how press mentions move beyond one-off wins and start fueling your brand momentum.
Step 5: Measure PR ROI
While media coverage is one of the few pieces of content that actually drive ROI, you need to measure this return without fail. But still, most firms or advisors forget about tracking the impact of their press stint. Don’t dismiss PR as “just awareness,” measure it.
Measuring PR ROI includes tracking:
- Traffic Spikes: Did website visits increase when you amplified your feature?
- Engagement Metrics: Did your re-shares earn more clicks, likes, or comments than your regular posts?
- Lead Source Attribution: Did you get new client references after seeing you in the media?
Many firms struggle here because they use last-touch attribution, which undervalues your PR strategy. The reality is that your prospects validate you across multiple touchpoints.
A podcast appearance, a LinkedIn post, and your website together move them closer to becoming a client. That’s why we encourage clients to look at blended impact rather than single-touch results. PR is typically the spark that starts the journey.
Step 6: Decide When a Media Win Deserves a Full Campaign
Not all press mentions are equal. Some warrant a light social post, while others deserve a full-scale social media campaign. But how do you decide?
Ask yourself these questions:
- Does the outlet reach your ideal client profile?
- Does the feature reinforce your differentiators?
- Is the mention substantive enough to repurpose across formats?
When those boxes are checked, it’s worth investing in a campaign with multi-post rollouts, video explainers, advisor reposts, client emails, and possibly paid boosts. On the other hand, a single thoughtful post may suffice for smaller mentions.
In a crowded advisory marketplace, media visibility is one of the fastest credibility builders available. But the real advantage comes from how you leverage it.
Top-performing firms don’t celebrate a mention once and move on. They use a systematic PR strategy to keep coverage alive, tie it back to their value proposition, and measure its impact on growth.
The question isn’t: “Did we get press?
”The real question is: “Did we use it to create momentum?”
If you want guidance on building a media placement strategy that drives measurable growth, get in touch with your Ficomm lead. We’re here to help firms like yours move from one-off mentions to sustained brand momentum.