During the gentler age or not that long ago, people do not spend most of their time online and everyone on marketing is conscious on where they stand.  Of course, if you are in the advertising field then you have made commercials.  In case you are in the public relations then that is all that you did.  If you are in the design field then you create impressive visuals and graphics.

In the same way, marketing managers run advertising campaigns or PR programs which are maybe supported by brochures or other outputs from designers. At times they went totally crazy and ran incorporated campaigns that involve PR.  But the problem is that most of the time the involved agencies start to fight and steal each other’s budgets.  This makes marketing discipline in the old days very different from what we have now.  They had had different cultures and not all the time mix very well.

Now, we are already in the internet age and people are highly dependent on the internet, it is almost ridiculous to consider any PR campaign, whether financial technology PR, or asset management public relations, or even energy PR, which does not entail work on the company website and social media, or an advertising promotion that does not entail PR.

Gone are the days of constrained marketing done by people blinkered in their own function.  Now, there is a mix in marketing and it is very fluid as every discipline overlapping and becoming more and more inter-reliant and it is this integrated approach which is considered necessary so as to truly develop an organization’s voice.

So where does public relations fit in today’s marketing mix, in financial technology and asset management?  And what is its function?

Basically, public relations share the same goal with all other elements of the marketing mix and this is to establish awareness of the brand, change people’s attitude towards the brand and finally to sell the products.

However each element works in a way which is slightly different and PR above anything else will always be and has always been about managing the reputation of a company.  This is the way PR agencies do this right after the relentless rise of digital media, which has altered.

The art of PR in financial technology and asset management has become more about creating a two-way dialogue which makes out a company’s voice within the market and establishes relationships with a wide array of stakeholders, from probable investors to potential employees, plus probable customers of course.

Today, there is an enormous opportunity for PRs to come up with even bolder ideas which ought to work across all these channels at the same time as the new media framework places such value on social and online communications.  In addition, PR remains to be the function which can give the timeliest outreach to the outside world.  PR is placed at the center of the marketing mix as well as at the center of the company’s outreach.

Seeing that the PR’s remit is becoming wider reaching compared before it’s nearly impossible for PR to carry out to its entire effect in case it is the only form of marketing a company is utilizing.  The whole marketing mix must work together for any function to actually reach its maximum potential.