In a media landscape driven by clicks, controversy, and TikTok algorithms, finance has found itself at a crossroads. Traditional PR once hinged on polished releases and mainstream coverage. Now? It is about influencing ASIC and Instagram in the same breath especially when you are dealing with crypto, compliance, or superannuation.
As a founder of MySMSF and a compliance consultant with 20 years of collective experience in stockbroking, finance, and cryptocurrency, I have learned that media spin alone no longer cuts it. In fact, in finance, the wrong “spin” can land you in a regulatory tailspin.
So, how do you build trust, win headlines, and stay compliant in one of the most scrutinised sectors in the economy? Here's what PR professionals need to know.
Clickbait doesn’t work in finance. Neither does jargon-heavy white noise.
If you are promoting an SMSF, crypto platform, or fintech product, your audience isn’t just millennials looking for hacks. You’re also speaking to journalists, compliance officers, regulators, and Google’s algorithms.
PR teams must balance education with excitement. Avoid claims like “the next Bitcoin” or “ATO-approved” unless you can back them up. Media outlets are increasingly wary of promoting financial products without proper disclosure and rightly so. The bar for trust is higher than ever.
Pro tip: Replace “groundbreaking platform” with “licensed solution”. Replace “best investment” with “SMSF-compliant asset strategy”. Clear, accurate, and regulated language is your spin.
The rise of finfluencers finance influencers has changed how audiences consume money advice. But in Australia, the ASIC microscope is zoomed in. As a licensing expert, I have helped crypto exchanges, apps and large companies navigate the fine line between sharing and advising. Most didn’t even realise there was a line.
If you are using influencers in your PR strategy, here are the golden rules:
It is not just about reputation, it is legal liability.
Gone are the days of “We’ve just launched X fintech app, here’s our media kit.” Today’s finance journos want exclusivity, human angles, and data-rich stories.
What works:
PR in finance needs to be less promotional and more investigative. If your pitch does not inform or challenge something about the industry, it is likely going in the bin.
There’s nothing wrong with narrative crafting but in regulated industries, the truth always catches up.
I have worked with brands that tried to “talk around” licensing requirements or soft-pedal their risk disclosures. The result? Burned media bridges, ASIC, Austrac inquiries, and furious clients.
If your brand plays in the regulated space, especially crypto, BNPL, super, or property make your legal, tax, and audit positions part of your brand story. Authenticity is the new PR currency.
When trust is under siege, education becomes your best defence. One of the most effective PR strategies we have used at MySMSF has been content that turns trustees into experts: explainer videos, visual audits, and direct commentaries on government policy.
Become the go-to source, not just a brand with a press release. If you can rank on Google and get quoted in the AFR, you’re winning both audiences.
Financial PR in 2025 is no longer just about getting featured. It is about staying compliant, building authority, and helping audiences navigate complexity. If your content educates, complies, and connects, then your media presence will not just follow trends, it will shape them.
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