Using Media and Your Spokespersons to Build Trust and Credibility
“The problem is not a loss of money or credit, but of trust” – David Perry
When it comes to international payments, customers expect seamless, secure, and reliable transactions. Any disruption can erode confidence in a brand and have real financial consequences. A well-executed public relations (PR) strategy helps establish credibility and position your company as a transparent and authoritative leader in the fintech space.
According to an Accenture survey, 77% of North American respondents trust their card networks, while 87% trust their primary bank. However, only 35% trust big tech companies with their payments, and an even lower 21% trust BNPL (Buy Now, Pay Later) providers. Crypto wallets, once hailed as the future of payments, now suffer from trust issues, with only 14% of respondents willing to use them.
International payments providers must actively shape public perception. They can do this through earned media placements, media interviews, and thought leadership opportunities that allows them to control their brand’s narrative. Consumers need reassurance that their transactions are secure, their payment preferences will be honored, and that they can rely on financial institutions even during economic uncertainty, such as a trade war.
Using Media Relations in Establishing Authority
One of the most effective ways to build credibility is through media exposure. When your company’s spokespersons are featured in reputable financial and business publications, it reinforces your authority in the industry. Securing interviews, bylined articles, and expert commentary in leading fintech and business outlets helps position your brand as a thought leader, hence a trusted payments solutions provider.
In challenging economic conditions, media relations become even more critical. With heightened consumer skepticism, businesses must work harder to establish trust. A strong PR strategy ensures that:
- Your executives are seen as industry experts offering valuable insights.
- Your company is featured in discussions about key financial trends and regulatory changes.
- Your brand remains visible and relevant even in uncertain market conditions.
By proactively engaging with journalists, analysts, and publishers, you and your trusted PR agency can shape the narrative around your payment solutions. This in turn highlights your commitment to security, innovation, and customer-centricity.
Why a Strong Spokesperson Strategy Matters in Payments
A well-trained spokesperson serves as the voice of your brand, ensuring that messaging remains consistent, clear, and aligned with industry trends. In the payments industry, where complex financial regulations and evolving technologies create confusion, an authoritative and engaging spokesperson can simplify narratives and establish your brand as a reliable industry leader.
Key benefits of a strong spokesperson strategy in payments PR include:
- Humanizing the brand – Customers and partners connect more with people than corporate statements.
- Crisis management – A well-prepared spokesperson can navigate regulatory challenges or cybersecurity concerns with transparency and composure.
- Amplifying thought leadership – Engaging with the media regularly establishes your company as an expert in global payments, regulatory compliance, and financial innovation.
Of course, your spokesperson also needs to be featured in Tier 1 media to accentuate their expertise and your brand’s prominence.
Vancouver: A Fintech Hub for Global Payments
Vancouver is emerging as a thriving fintech hub, attracting global payment solution providers seeking to establish a strong presence in North America. With a growing ecosystem of financial innovators, regulatory advancements, and access to international markets, Vancouver offers an ideal environment for fintech companies to scale and succeed.
A robust PR strategy can help payments companies in Vancouver differentiate themselves in a competitive market. Engaging with local and international media, participating in fintech events, and leveraging Vancouver’s reputation as a global tech hub can enhance credibility and visibility. By strategically placing spokespersons in media and industry discussions, companies can build trust, attract partners, and drive the adoption of their payment solutions in the global marketplace. Check out how Magnolia Marketing Communications have helped companies in Vancouver, Canada and beyond stand out in the payment industry.
Author
Ayo Supangco is Magnolia’s Program Lead for Social Media and Content Marketing services. He is passionate about leveraging content across platforms to elevate B2B brands to ensure brand awareness and lead generation support.
