Digital PR for Financial Planners: Getting Quoted in Money Media Without a Publicist

25 September 2026·3 min read

Quick answer: Digital PR for financial planners means being the expert quoted when a journalist covers superannuation changes, interest rate moves or cost-of-living stories — not paying for a mention. It builds a genuine backlink, puts your name in front of a wider audience, and signals authority Google rewards. The trade-off: every quote still has to clear your compliance obligations. ✨

Most financial planners assume media coverage is reserved for the big institutions with in-house PR teams. It isn't — journalists covering money stories are constantly looking for a real adviser willing to comment in plain English, and most planners never put their hand up. 💖

Please note: general information, not financial advice — any public commentary should be reviewed against your AFSL's compliance requirements before publication.

What most planners get wrong: waiting to be discovered instead of proactively offering commentary, or drafting a comment so hedged with compliance caveats that no journalist will use it. There's a version of a compliant quote that's still genuinely quotable — it just takes practice to write.

The Compliant Quote Formula

Structure every media comment in three parts:

The observation: "What we're seeing is..." — a general trend, not personal advice.
The context: why it matters to the reader's situation broadly.
The next step: "anyone affected should speak with a licensed adviser about their specific circumstances" — closes the loop without crossing into personal advice.

Run every draft past your AFSL compliance process before sending, the same as any other public communication.

Solo financial planning practice: Offered comment to a regional news site during a super guarantee rate change, framed around what it generally means for take-home pay — not specific advice. The resulting article linked back to the adviser's website and generated several new enquiry calls.

Financial planning practice specialising in pre-retirees: Pitched a comment on downsizer super contributions timed to a budget announcement, landing a mention in an industry publication read by the exact demographic they serve.

Mortgage and financial advice practice: Contributed a general comment on interest rate movements to a local paper's cost-of-living series, credited with the practice name and suburb — a genuine local SEO signal alongside the PR value.

How to actually get quoted

Journalists covering finance stories often post callouts on LinkedIn or through services connecting sources to reporters. Follow a handful of finance journalists who cover your region, and when a relevant story breaks, offer a comment within hours — timeliness matters more than polish. Keep a pre-approved comment template ready for common recurring stories (rate changes, budget announcements, super updates) so you're not starting from scratch each time.

💡 Speed beats perfection when a news story is moving. Journalists on deadline will use the first compliant, quotable comment they receive — a beautifully polished quote that arrives a day late gets used by nobody.

Mistakes to avoid

Waiting for compliance sign-off so long the news cycle has moved on — build a pre-approved comment bank for recurring topics instead.
Writing a quote so hedged and jargon-heavy that it reads like a disclaimer, not a comment.
Never asking the outlet to link back to your website — always ask, politely, for a byline link.
Only pitching around budget announcements and ignoring smaller, more frequent news hooks.

Frequently asked questions

Does a media comment count as financial advice?

Not if it stays general and doesn't address an individual's specific circumstances — but always check your own AFSL's compliance guidance, since interpretations of what counts as general advice can vary.

How do we get journalists' attention?

Follow finance journalists covering your region on LinkedIn and X, engage genuinely with their reporting, and offer comment proactively when a relevant story breaks rather than waiting to be asked.

Is this worth it for a solo practice?

Yes — a single well-placed local media mention can carry more local trust than months of social posting, and it doesn't require a large time investment once you have a comment template ready.

Honestly, how often will this actually happen?

Realistically, a handful of times a year for most solo or small practices — treat any single mention as a bonus, not a marketing channel you can rely on for steady results.

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Written by

Kate, founder of Chronically Online

I help Gold Coast and Brisbane businesses grow with branding, websites and marketing that actually works.

Work with me ✦