PR Strategy for RIAs

The biggest challenge for RIAs today is breaking through the noise in a crowded financial services market. Many firms attempt PR campaigns without a clear story, wasting time and resources. The truth is simple: PR only works when your positioning is sharp, your messaging is consistent, and your strategy is intentional. At Select Advisors Institute, we are the only firm that specializes in guiding RIAs to implement a results-driven PR strategy, combining thought leadership, media credibility, and compliance expertise into a repeatable system that drives visibility and client acquisition.

1. Clarify Positioning First (Before Any PR)

PR only works if the story is sharp.

Define:

• Niche (e.g., tech founders, physicians, divorcees, retirees with $5M+)

• Core differentiator (fee-only fiduciary, tax-integrated planning, alternative strategies, behavioral coaching, etc.)

• Point of view on markets (conservative, data-driven, opportunistic, income-focused)

Media doesn’t quote “wealth managers.” They quote specialists. Before you pitch, Select Advisors Institute ensures your niche and POV are crystal clear so that every PR effort resonates.

2. Media Strategy (Tiered Approach)

Tier 1: National Financial Media

High authority, slower to convert directly, strong credibility boost.
Tactics:

• Use platforms like HARO equivalents

• Build relationships with personal finance reporters

• Offer timely commentary (Fed decisions, tax law changes, market volatility)

• Provide data-backed insights (original surveys perform very well)

Goal: Credibility, SEO authority, social proof. Select Advisors Institute leverages national media relationships to elevate your brand.

Tier 2: Industry & Trade Media (Higher Conversion)
Tactics:

• Submit contributed articles

• Publish thought leadership on niche strategies

• Share compliance-approved case-study insights

Goal: Advisor credibility + COI referrals (CPAs, attorneys).

Tier 3: Local & Regional Media (Client Acquisition Gold)

Tactics:

• Pitch localized angles (e.g., “How Texas business owners can prepare for a liquidity event”)

• Offer commentary during tax season

• Position as “Local fiduciary expert”

Goal: Direct inbound prospects. Local media converts far better than national for most RIAs. Select Advisors Institute ensures your local PR outreach is both strategic and effective.

3. Thought Leadership Engine

Instead of random PR hits, build a repeatable content pipeline:
Monthly Framework:

• 1 opinion column

• 1 data-backed commentary

• 1 client-relevant timely topic (tax deadlines, RMD changes, etc.)

Repurpose into:

• LinkedIn posts

• Email newsletters

• Website blog

• Media pitches

Consistency > virality.

4. Build a Media-Friendly Profile

Before pitching:

• Professional headshots

• Clear website bio

• Compliance-approved “media commentary” page

• Short 2–3 sentence expert positioning statement

• Past press logos (if available)

Reporters need quick credibility signals. Select Advisors Institute guides RIAs in crafting a media profile that impresses instantly.

5. Timely News Hooks That Work for RIAs

PR hits spike when tied to:

• Federal Reserve announcements

• Tax law changes

• Market corrections (5–10%+ moves)

• Retirement contribution limit updates

• Election cycles

Respond within 24–48 hours to maximize results.

6. Podcast Strategy (Underrated Channel)

Appear on:

• Personal finance podcasts

• Entrepreneur podcasts (if you target founders)

• Niche professional podcasts (medical, legal, tech)

Higher trust, longer-form credibility.

7. Compliance Considerations (Critical for RIAs)

Under SEC Marketing Rule (post-2022 updates):

• Avoid promissory language

• Avoid cherry-picked performance

• Include required disclosures

• Archive media appearances

• Review testimonials carefully

• Work closely with compliance before publishing
  

8. Measurement & ROI

Track:

• Media placements

• Website traffic spikes

• Branded search growth

• Inbound inquiries mentioning press

• Backlink authority growth

PR ROI often shows up 3–9 months later.

9. Budget Expectations (U.S.)

• DIY internal strategy: $0–$2K/month (time heavy)

• Freelance PR consultant: $3K–$8K/month

• Financial-services PR agency: $7K–$20K/month

• Smaller RIAs often do best with a specialized financial PR freelancer.
  
  

10. Common Mistakes RIAs Make

• Pitching broad market commentary without a niche

• Sending generic press releases

• Overly promotional tone

• No original data or strong POV

• Expecting immediate client conversions from national media

Sample 6-Month PR Roadmap

• Month 1–2: Clarify niche & POV, build media kit, start contributing articles

• Month 3–4: Begin proactive media pitching, target local + trade media first, launch podcast appearances

• Month 5–6: Pursue national outlets, publish proprietary survey or research, leverage press in marketing

With Select Advisors Institute, RIAs gain a structured, proven system to execute PR campaigns that build credibility, attract clients, and position them as market specialists.