Good PR Practices for Finance Professionals

TRANSCRIPT

Today, most professionals learn the hard way that in the finance industry, a single message can move billions in market value. And it can happen in seconds.

Hi, I’m Andrew Rossow. I’m an attorney and PR professional at Minc Law. We’ve helped businesses and individuals in the finance industry navigate complex media situations, from crisis management to strategic communication.

Our unique blend of legal expertise and creative marketing strategies helps clients build and protect their reputations effectively.

Before You Post, Know the Rules

Before you make any market-moving announcements, there’s one thing you need to know. It could save you from massive regulatory headaches.

FINRA Rule 2210.
This rule means that your quick market update might need to be filed with regulators ten days before you post it.

What Can Go Wrong? Just Ask Robinhood

In early 2021, Robinhood faced a full-blown PR crisis during the GameStop surge. They restricted trading, which was a business necessity, but it directly contradicted their brand message of democratizing finance.

The backlash came fast. And it was fierce.

In finance, you’re not just managing reputation. You’re managing market confidence.

How to Stay Compliant and Communicate Effectively

1. Keep Records

Every tweet. Every press release. Every public statement. Archive it all for at least three years. This is not optional.
Think of it as your legal paper trail.

2. Watch Your Language

Certain words and phrases can trigger regulatory attention quickly.
Instead of saying “guaranteed returns,” talk about historical performance.
Instead of “risk-free,” explain your risk management strategies.

3. Be Ready for Crisis

If you’re in finance or crypto, it’s not a matter of if, it’s when.
Have response plans in place for:

• Security breaches
• Market crashes
• Regulatory investigations
• Platform outages
• Social media attacks

What to Do in Each Situation

For Social Media

• Review every post for compliance
• Keep records
• Include required disclosures
• Archive responses and interactions

For Press Releases

• Submit for regulatory review early
• Include disclaimers
• Follow proper filing procedures
• Document everything

For Crisis Communications

• Use pre-approved templates
• Review content quickly
• Stay compliant under pressure
• Document every action and statement