Asset managers launching or growing an ETF can benefit from working with a marketing agency that specializes in ETFs and investment management communications. The right partner understands how ETFs work, how they are researched and evaluated, and how to reach the advisors, institutions, and investors that matter most.

ETF marketing requires knowledge of fund mechanics, distribution, regulatory and compliance considerations, financial media, and the questions advisors and investors are likely to ask. A strong ETF marketing partner can turn that knowledge into clear messaging that explains what the fund does, who it may be appropriate for, and how it differs in an increasingly crowded ETF marketplace.

That's where specialized ETF marketing experience matters.

Earned media gives asset managers more than visibility. When portfolio managers are quoted in respected financial publications or interviewed by financial media, independent third-party coverage strengthens credibility with existing clients and introduces the firm to prospective investors. The greatest value comes after publication: firms that extend media placements across their website, client communications, social media, sales materials and prospect outreach gain far more than those that treat coverage as a one-time event.

How advisory firms can use artificial intelligence (AI) to improve service without losing the human value, trust and perspective that set them apart

Investment managers have no shortage of expertise. They spend their careers analyzing markets, evaluating companies, studying economic trends, and making investment decisions. But expertise alone doesn't make someone a thought leader.

Having expertise is one thing. Becoming known for it is another.

Investment managers become thought leaders by pairing their expertise with a distinct point of view, then sharing that perspective consistently enough that it adds something to industry conversations. Over time, that body of work is what makes them known — not just for what they know, but for how they think.

Media coverage doesn't happen by accident. Asset managers that consistently appear in financial publications typically have a clear media strategy, well-prepared spokespeople, and ongoing relationships with journalists who cover the investment industry. While strong investment performance is important, it's rarely enough on its own. Earning media coverage requires a proactive approach that helps reporters understand what makes your firm and investment philosophy worth covering.

Many firms assume reporters will eventually discover them if they have good products or strong performance. In reality, financial journalists are looking for timely insights, knowledgeable sources, and firms that can explain complex investment topics in simple language. A proactive media relations program helps position your firm as a trusted resource while increasing visibility among investors, financial advisors, consultants, and other key audiences.

How can you maximize media coverage after an interview or press mention? By treating earned media as an ongoing marketing asset rather than a one-time event. Sharing and repurposing earned media can increase credibility, expand visibility, and strengthen both SEO and Answer Engine Optimization (AEO) efforts.

Every interview, article, podcast appearance, or television segment represents an opportunity to extend your firm's reach. By developing a strategy to promote and repurpose earned media, fund managers and financial professionals can continue generating value long after the original publication date.

To maximize the value of that exposure, fund managers and financial professionals should develop a strategy to extend the reach and lifespan of every press mention.

Artificial intelligence is changing how investors discover asset managers.

Instead of browsing pages of search results, investors increasingly ask AI platforms to explain investment concepts, compare strategies, and answer financial questions.

For asset managers, improving AI visibility means creating content that AI can understand, synthesize, and confidently reference. Not all content contributes equally. The four content types below help build topical authority, demonstrate expertise, and increase the likelihood that your firm appears in AI-generated answers.

Many portfolio managers believe that strong performance or decades of experience naturally lead to earned media coverage. In reality, financial journalists typically quote portfolio managers who can quickly explain market events, provide relevant insight, and respond on deadline. According to Muck Rack's 2024 State of Journalism report, 46% of journalists receive more than six pitches every workday, while 49% seldom or never respond to pitches. In an environment where reporters are inundated with expert commentary, standing out requires more than credentials alone.

Portfolio managers who consistently earn media coverage aren’t always the most famous investors or the managers with the largest AUM. More often, they’re the professionals who provide timely, relevant insights and become trusted sources on a specific topic.

Choosing a PR and marketing partner is a big decision for any asset management firm. But before comparing agency sizes or client lists, it's worth asking a more important question: Does this team truly understand the asset management industry?

Standing out doesn't require louder marketing. Financial firms can differentiate themselves by communicating a clear philosophy, disciplined process, and authentic point of view while remaining within compliance guidelines. Investors are often looking for perspective just as much as performance.

A public relations plan outlines an organization's communication objectives, target audiences, key messages, media strategy, and methods for measuring success. More than a checklist of activities, it serves as a roadmap for building credibility, increasing visibility, and supporting long-term business goals.

Organizations that consistently earn meaningful media coverage rarely rely on chance. They have a strategy for identifying opportunities, communicating their expertise, and maintaining visibility with the audiences that matter most.

The Core Components of a Successful PR Plan

Every effective public relations plan begins by answering a few fundamental questions. Who are you trying to reach? What do you want them to know about your organization? Which messages best support your business objectives? How will you measure success?

While every organization has different priorities, most successful PR plans include clearly defined objectives, consistent messaging, media outreach strategies, thought leadership initiatives, spokesperson preparation, and methods for measuring results. Each component should support your broader marketing and business goals.

Start With Clear Objectives

Every successful PR program begins with well-defined objectives.

Public relations should never operate independently from your organization's overall strategy. Instead, it should support broader business priorities such as increasing brand awareness, supporting sales efforts, launching a new product, attracting investors, or strengthening your firm's reputation.

Just as important, every objective should have an owner and a realistic timeline. Accountability helps ensure that initiatives move beyond good intentions and become measurable business activities.

Evaluate Your Current Position

Before building a new plan, evaluate where your organization stands today.

Review your previous public relations efforts and identify what generated meaningful results. Which story ideas attracted media attention? Which publications reached your target audience? Which reporter relationships proved valuable? Understanding past successes and challenges helps establish a stronger foundation for future outreach.

This is also the time to identify new opportunities. Has your business evolved? Are there emerging trends your organization can speak to? Have your audiences or business priorities changed?

A PR plan should reflect where your organization is today, not where it was several years ago.

Develop Consistent Messaging

Consistent messaging is one of the most important elements of an effective public relations strategy.

Your leadership team, subject matter experts, sales professionals, and customer-facing employees should all communicate the same core themes. While each conversation may be different, the overall message about your organization's expertise, value, and perspective should remain consistent.

Media training can help spokespersons feel more comfortable during interviews while ensuring discussions stay focused on the topics that best support your organization's goals.

Consistency also extends beyond interviews. Your website, blog, social media, presentations, and marketing materials should reinforce the same positioning and areas of expertise.

Build a Strategic Media Relations Program

Successful media relations are built on relationships, not mass distribution.

Rather than attempting to reach every publication, identify the reporters, editors, podcast hosts, and industry publications that regularly cover topics relevant to your expertise. Develop relationships over time by providing thoughtful insights, responding promptly to requests, and offering perspectives that help journalists better serve their audiences.

An effective PR plan should also establish realistic expectations for outreach frequency, target publications, and the types of stories your organization wants to own.

Expand Your Thought Leadership

Media interviews should not be the only way your expertise reaches the marketplace.

A comprehensive PR plan should include opportunities to expand your thought leadership through educational blog articles, speaking engagements, webinars, podcasts, LinkedIn content, newsletters, and industry events.

Each activity reinforces your expertise while creating additional opportunities for media coverage. Strong thought leadership also supports search visibility and helps establish authority with both traditional search engines and AI-powered answer engines.

Measure Results and Refine Your Strategy

A public relations plan should evolve as your organization grows.

Regularly evaluate which activities generate meaningful business value. Media placements, speaking opportunities, website traffic, social engagement, inbound inquiries, and referral sources can all provide valuable insight into what's working and where adjustments should be made.

The goal isn't simply to generate more publicity. It's to build visibility that supports long-term business objectives.

A Strong PR Plan Supports Long-Term Growth

Public relations is most effective when viewed as an ongoing business function rather than a collection of isolated campaigns.

Organizations that consistently communicate their expertise, develop strong media relationships, and invest in thought leadership are better positioned to build credibility, increase visibility, and create lasting recognition within their industries.

Whether you're creating your first PR plan or refining an existing strategy, a thoughtful plan provides the structure needed to communicate consistently and make the most of every opportunity.

If your organization needs help developing or executing a strategic public relations program, SunStar Strategic can help.

Frequently Asked Questions

What is included in a public relations plan?

A public relations plan typically includes communication objectives, target audiences, key messaging, media relations strategies, thought leadership initiatives, spokesperson preparation, and methods for measuring success.

Why is a public relations plan important?

A PR plan helps organizations communicate consistently, identify meaningful media opportunities, align communications with business objectives, and build long-term credibility with customers, investors, and industry stakeholders.

Who should be involved in creating a public relations plan?

A successful PR plan typically involves leadership, marketing, sales, and subject matter experts. Executive leadership helps establish business objectives, while marketing and communications teams develop messaging and tactics. Subject matter experts provide the insights that support thought leadership, media interviews, and educational content. Collaboration across departments helps ensure the plan aligns with broader business goals.

What is the difference between a PR strategy and a PR plan?

A PR strategy establishes the overall direction and long-term goals of your communications efforts. A PR plan outlines the specific objectives, tactics, responsibilities, timelines, and measurements used to execute that strategy.

A public relations plan outlines an organization's communication objectives, target audiences, key messages, media strategy, and methods for measuring success. More than a checklist of activities, it serves as a roadmap for building credibility, increasing visibility, and supporting long-term business goals. Organizations that consistently earn meaningful media coverage rarely rely on chance. They have a strategy for identifying opportunities, communicating their expertise, and maintaining visibility with the audiences that matter most.