Marketing can bring visibility, but press can help in the credibility department. Prospects and Centers of Influence (COIs) routinely search for your name when doing due diligence. Coming across your insights in respected publications can help your reputation in ways that sponsored content can’t.
Over time, these media mentions add up. For example, a quote in a local paper can lead to an interview on a regional podcast, which eventually might capture the interest of national financial news outlets.
Earning trust takes time. Earning attention takes strategy. For financial advisors, coverage in a major publication or a spotlight on a local news segment is a feasible way to build authority. Building a portfolio of media placements does more than just boost your visibility. It sends a message to potential clients and stakeholders that you’re a trusted expert in a highly competitive market.
Here is a walkthrough on securing more press coverage in 2026.
What Journalists and Editors Want
Reporters are deadline-driven and always keep an eye out for reliable sources. They want timely angles tied to current market events, new legislation or specific life stages. Generic financial advice falls flat. Instead, offer hard data, (anonymized) client success stories or a counter view on a hot issue.
Keep in mind that a pitch and a press release are two unique concepts. A pitch offers a specific angle tailored to the outlet’s audience. A press release is a broad company announcement that can easily get ignored because they’re a dime a dozen.
Get Them to Notice You
Start by identifying outlets that are associated with your specific niche. If you serve a certain profession, approach trade publications in that industry before you focus on broad consumer media.
Regardless of the outlet, you should craft a polished presence. Create a simple one-page media kit. It’s best practice to include a headshot, a brief bio and a few talking points that capture your specific areas of expertise. Here’s more on what to do.
Write a Pitch That Gets Opened
Your subject line matters and can be your foot in the door. Keep it direct, relevant and intriguing, as explained by Kent State University. Open your email with a strong hook and keep your thoughts to one paragraph.
Find a way to tie your expertise to a trending story. If your email goes unanswered, a single polite follow-up a few days later is perfectly fine. Sending anything more might turn them off and get you blacklisted.
Make Your Podcast a Press Magnet
Hosting a podcast can work to your advantage because it proves you can articulate complex financial concepts clearly and confidently to the masses. According to 2025 Pew Research Center data, about half of U.S. adults listened to podcasts in the last year.
When sourcing experts, media professionals often search for podcast hosts and guests already in the cultural zeitgeist. Your episode log showcases your ability to opine on your area of expertise.
Use Owned Media as a Launchpad
Your existing content strategy can complement your earned media efforts. A consistent blog schedule and curated LinkedIn presence can get on a reporter’s radar. As Sydney Squires reminds financial planners, evergreen content is a smart way to build a content library.
Once you get press coverage, repurpose it across your channels to amplify its reach. You might create a dedicated media page on your website. Earned media tends to beget more coverage, so celebrate those wins!
As you become a sought-after expert, track which pitches and relationships yield the best results so you can replicate success.
See It in Action
Learning the theory is great, but seeing the execution makes all the difference. Discover how one advisor effectively turned a podcast into a self-qualifying client pipeline and a press-worthy story. Watch our user spotlight webinar with Brenton Harrison to learn exactly how you can implement these strategies and elevate your practice with PreciseFP.
