Financial PR and its' Importance


Financial PR and its’ Importance

Financial PR or Financial Relations or Shareholder Relations or Investors Relations is one of the most important functions of Corporate PR. It  primarily focuses on PR concerning finance and investment related matters. The main objective of Financial PR is to ensure its positive perception in the minds of its target audience. Financial PR attempts to portray the corporate financial state in the best possible light. Financial PR provides information mainly to business journalists and related publics i.e. investors, stakeholders and the depositors.
         
Financial PR identifies the target audience, and tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. Financial PR promotes communication among target audience on financial topics such as deposit schemes, funding; risk management; trends in banking and cash management; the perception of the credit worthiness of the industry; and the strengthening of relationships with institutional investors, international funding agencies, rating agencies, investment bankers, commercial bankers and regulatory authorities i.e. RBI, SEBI etc.

Who are the Public of Financial PR?

Public of Financial PR is defined as the one who invests in an organization in financial terms. Identification of the public in specific terms is a pre-requisite for effective Financial PR. The investing public can be divided into three categories: (1) Actual share holders, (2) Financial opinion leaders (3) Financial journalists. So the target public of Financial PR includes Financial Journalist, Financial Analysts, Brokers, Bankers, Investors, stakeholders, shareholders, depositors etc.

What should be the role of PRO in Financial PR?

The role of PRO is to build good relations with the target media and other important public and arrange placement of newsworthy stories about the corporate in the media to attract attention of the target public towards a person, product, service or the corporate. PRO plays an important role in arranging analysts meets, customer meets, employees meets, annual general meetings, press interviews and conferences, corporate exhibitions, production of corporate films etc.etc.etc.to build good reputation of the corporate. In order to understand the role of a PRO in managing Financial PR, following definitions would be helpful to understand his role better because the definition is covering every aspect of PR.


-PR is a deliberate, sustained and planned effort to establish and maintain mutual understanding between an organization and its public.

As per the above definition, PR is a deliberate effort which is planned and should be sustained as well, and is not one time activity. Therefore PR is a continuous effort and its purpose is not only to establish but also maintain the mutual understanding between an organization and its public. And this whole responsibility is shouldered by the PROs and that's why they are called Perception and Image Managers of their organizations. It totally depends on a PRO to get good name to the organization he/she works for,  employees who are serving, product they are selling, quality they are maintaining etc. In short, a PRO has A to Z responsibility of an organization's image and relationships. Not only to establish but also to maintain the relationships and positive image of the organization.

Thank you

Suresh Gaur

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