PR’s Role in Communicating Innovation within the Financial Space

Ronn Torossian
3 min readMar 14, 2024

The chaos of the financial world that involves trading floors, market booms, algorithms, numbers, and various ambitions would never be able to reach the rest of the world if it wasn’t for public relations. After all, public relations isn’t just about providing media outlets with press releases or soundbites others get to comment on.

It’s about creating compelling narratives that are able to translate the technical jargon of financial solutions into human stories that inspire and resonate with potential consumers.

If a financial company decides to create a revolutionary trading platform that’s built on cutting-edge AI, with algorithms that are able to offer everyday investors a way to democratize finance, that’s going to be a great solution.

However, without public relations, this new solution is going to fly under everyone’s radar. It’s public relations that are able to amplify voices and messages, creating narratives filled with stories of empowerment and accessibility and explaining to the public how the new solution is able to change lives, and not just improve investment portfolios.

Communication tricks

Innovation in financial services thrives on complexity. Algorithms created through code can be very powerful, but their power is going to be limited until public relations gets involved in decoding the technical language into clear messages for the public.

Complex concepts are stripped bare with PR, revealing their true meaning. Terms like “blockchain” or “quantitative easing” are no longer intimidating ciphers. They become relatable tools, empowered by stories of how they can reshape everyday financial experiences.

Building trust

The financial world and its dynamic landscape can still be shrouded in an aura of secrecy and skepticism for the rest of the world. PR acts as a bridge, fostering trust and transparency through consistent, open communication. It’s about owning up to missteps, celebrating successes, and always keeping the human voice at the forefront.

Social media becomes a platform for genuine conversations, not sterile announcements. Press conferences morph into interactive exchanges, fostering a sense of shared journey between institutions and their stakeholders.


Data is the lifeblood of finance, but it lacks a pulse. PR is able to inject that heartbeat by humanizing the numbers. It showcases the faces behind the algorithms and the dreams that fuel the innovation in financial services.

For example, a micro-lending platform isn’t just about interest rates and repayment schedules, it’s about empowering small businesses and igniting dreams of financial independence.

Or, a sustainable investment fund isn’t just about returns, it’s about building a greener, more equitable future. PR creates these stories, reminding the public that finance, at its core, is about people, their aspirations, and their stories.

Communication channels

PR’s toolbox overflows with instruments, each tuned to reach specific audiences. Traditional media relations remain a powerful channel, connecting innovation in financial services with established journalistic channels. Online platforms buzz with social media campaigns, influencer collaborations, and interactive content, engaging tech-savvy millennials and Gen Z investors.

Thought leadership pieces take center stage, positioning companies as trusted industry voices, sharing insights, and shaping conversations. Lastly, the analytics that each platform provides a way to track audience engagement, media coverage, and brand sentiment, constantly refining the narrative, and ensuring it resonates with the right notes.



Ronn Torossian

Ronn Torossian is Chairman & Founder of 5WPR, one of America’s leading & largest PR Agencies and the Author of the best-selling PR book: "For Immediate Release"