In an era where a smartphone gives you an immediate platform, standing out in a crowded market is harder than ever.

The financial services industry has traditionally been good at making the most of public relations with many including it as an integral part of their marketing budget.

The challenge, with so many businesses talking to the same audience, is how to stand out from the pack and be heard. So how do you make sure your voice is the one that cuts through the noise?

The answer isn’t flashy campaigns or quick wins. It’s about showing up consistently, staying relevant, and building relationships that last. Here’s how to do it.

1. Play the long game

It doesn’t happen overnight. Reaching your audience, getting them to know you and understand you, what you stand for, and why your insights matter –it takes time.

A steady drumbeat of activity over time will always outperform one-off“big bang” efforts. By consistently providing useful, timely, and relevant information, you build momentum and credibility. The goal is to become a reliable presence, not just a headline-chaser.

2. Invest in your spokespeople

Your spokespeople are your brand’s face and voice. Choose them carefully and support them well. It’s not just about being charismatic or camera-ready.Good spokespeople need to be informed, responsive, helpful, and authentic.

Also important? Availability. Journalists are usually working to tight deadlines, so being able to respond promptly is a big part of building trust and showing up.

3. Focus attention where it matters most

Being strategic with your media engagement is crucial. It might feel like a win to land a morning TV spot, but if your audience isn’t watching breakfast shows, that win might be wasted.

Target the platforms and publications that are genuinely influential to your customers, clients, or stakeholders. Trade media, industry podcasts, newsletters, or LinkedIn posts might have more impact than a mainstream mention.

This might also mean that you have a small pool of media to play with.That’s completely fine, it means that you’ll be laser-focused on those targets and providing the right information to them.

4. Stop trying so hard

Not every piece of commentary needs to be an ‘out there’ statement, bold new take, or a major announcement. Journalists are looking for informed perspectives on ongoing stories or clear explanations of complex trends.

It’s fine to say something that’s been said before. Sometimes, the best strategy is to show up with useful insight, not to chase novelty for its own sake.

5. Is it newsworthy?

Just because something is important to your business doesn’t mean it’s interesting to a journalist or their readers. Equally, something you consider minor may be exactly what a journalist is looking for.

This is where a trusted external adviser can help you stress-test your story ideas and work out what’s genuinely newsworthy. We bring objectivity, industry experience, and real-time feedback from media.

Being heard in a noisy market isn’t about shouting the loudest. It’s about saying the right thing, in the right way, to the right people - consistently. When you take a long-term approach, with the right spokespeople, and stay focused on where you can add value, your voice won’t just be heard. It will be trusted.