In “Meet the Press – ETF Style” Reporters Sean Allocca (The Daily Upside), Eva Thomas (CityWire Pro Buyer), Thornton McEnery (Moby), and Elle Caruso Fitzgerald (TMX VettaFi) discussed the ETF media. The panel was moderated by Chris Sullivan (Craft & Capital.)
Understanding how financial media thinks about the industry can be critical for firms that want to get the right kind of coverage for their products and services.
Connecting With Readers
Sullivan asked what sorts of “personas” these reporters are trying to reach. McEnery said, “The story is the entry point.” Retail investors want to know about the news cycle and what’s actionable, for example. Moby’s focus is telling the stories in a way that gets the broadest appeal and interest. “Lately its been macro,” he offered.
Allocca focuses on the FA community. “I want to make their jobs easier.” Giving advisors the opportunity to optimize and make smart, informed decisions is a focus, according to Allocca.
Caruso Fitzgerald also shared that financial advisors are top of mind, but sponsors matter. “With financial advisors, everything we’re writing is for them. Making their jobs easier.” She sees making content that is easy and digestible can help advisors make informed decisions. This allows advisors to have easier conversations with their end clients.
Thomas shared that CityWire’s audience is more niche, but she says she caters her content around talking to gatekeepers. “Do they have a recommended list?” Getting these gatekeepers to engage is a process, however. “It depends on the person, the firm, and their PR.” It takes trust and relationship building.
How to Engage With Reporters
For folks interested in approaching reporters, it is important to remember that reporters are often inundated with pitches. Given the amount of cold emails reporters receive, Allocca said, “Try to be thoughtful about it. We get spray and pray emails…all of the time.”
Thomas joked that you need to capitalize the first letter of her name in an email, so she knows you aren’t a bot. “If you are going to send out a press release, please be available to answer questions after the press release.”
Because Caruso Fitzgerald partners with asset managers, she has a different circumstance. “We’re meeting with our partners monthly.” She offered that she always prefers more news and information than less. “I love getting research reports, expert commentary.” Being available to answer follow up questions is important.
McEnery said he appreciated when people look into what he has been writing about and tailoring pitches around that. “Coffee is never a bad idea.” He urged that people should spend time being clear with what they want reporters to walk away from the pitch understanding.
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