Media coverage is not a vanity metric: it’s a powerful tool for building brand authority both for established companies and startups in the fintech sector.
It doesn’t only improve visibility and credibility but also drives lead generation and strategic alliances. A well-structured media strategy can position your brand as an authority in the industry and contribute significantly to its long-term success. Fintechs can consolidate their position as industry leaders and drive meaningful impact in the marketplace by seeking opportunities to earn media coverage and contribute insights to significant conversations.
In this article we will focus on the main compelling reasons why media coverage is critical for developing Brand Authority in this industry. Let’s explore the importance of media coverage as an effective PR tool to incorporate into the overall business strategy.
Media coverage contributes to increase trust
Positioning the brand on high-quality platforms, such as trade magazines, financial journals, or specialized blogs, is a crucial first step. If the fintech brand is mentioned in a well-known article or site, the entire content goes up in value, increasing the trust of potential customers and investors, who are more likely to do business with a brand that is already considered an authority.
Media Coverage has a direct impact on positioning the brand as an Industry Leader
Coverage on high-value media outlets provides a unique opportunity to differentiate from competitors and be seen as an influential voice. A brand that is frequently quoted in reputable media can be considered a thought leader, attracting the attention of those seeking high-quality solutions in the fintech world. Thought leadership builds trust, loyalty, and goodwill among the audience, making them more likely to choose over the industry’s cutthroat competition, but not only that. An influential and knowledgeable voice attracts the attention of those seeking innovative and reliable solutions in the fintech world, those who can offer them (talent), consequently attracting strategic partnerships and investment opportunities, further fueling the authority of the fintech brand.
Media Coverage influences the expansion of lead & partnership Networks
It is often underestimated how media coverage can also have a positive impact on lead generation: visibility opportunities create new and important contacts with potential customers and business partners, which increase the more established media coverage becomes. For a brand’s success in the fintech sector, it is therefore essential to work on a network of partnerships that amplify visibility and create more lead contacts.

Media Coverage is powerful for enhancing engagement and online conversations
Today consumers are making purchasing decisions that are increasingly influenced by online information. That’s why having a strong media presence can make a significant difference. Earned media has the power to spark conversations and foster engagement around your brand. These conversations do not only increase brand awareness but also provide valuable feedback and insights across social media platforms and online communities.
What are the best media communication practices for fintechs?
People often underestimate how important a proactive strategy is to maximize the benefits of media coverage. Being proactive means first and foremost understanding how to build and nurture relationships with journalists covering a specific subject (in our case, technology applied to the financial sector); therefore, we recommend attending events, sending targeted press releases, and actively seeking interview opportunities. Maintaining an ongoing relationship with journalists will help ensure continuous coverage over time, which will benefit the brand. The second recommendation is to focus on quality content, always keeping in mind that the media tend to be looking for stories that are interesting and of value, for insights that can shed light on fintech trends, emerging regulations, or the latest technology in the industry. Quality content has to be presented in a way that the media can rapidly understand it and appreciate its value. The main tools a fintech can use to get a media coverage can be summarized as it follows: press release (an announcement about an event, partnership product launch…), media pitch: different from a PR, it’s a personalized email or message sent to a specific journalist, blogger, influencer, or podcaster in target. Last, but not least there’s content marketing that is based on the production and distribution of interesting and consistent content (blog posts, ebooks, whitepapers, case studies, webinars, podcasts, videos, infographics) that engages the audience.

Source: bbrand.biz
Moving back to best practice, it’s very important to constantly monitor media coverage, to maintain a good online reputation, participate in the conversation created around an article, and thus react promptly to any questions.
In conclusion, media coverage is a formidable force for fintech which helps them become leaders in their field, establish a strong market position and create a distinct competitive advantage. By generating positive media coverage, it’s possible to boost brand awareness and visibility shaping the trajectory of the company’s development.
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