What is a Financial PR Job?

Financial PR roles in London are a critical part of London’s thriving investment banking and financial services industries. Whether working on multi-billion £ mergers and listings, engaging investors to raise capital for an IPO or defending against restructurings and hostile takeovers, Financial PR teams get deals done.
Partnering investment banks, private equity investors, stock brokers, financial analysts, regulators, accounting and legal advisers, financial PR teams create narratives and strategies to engage internal stakeholders, the financial community, the local community, customers, market regulators and the media, while supporting clients through a range of announcements and transactions including IPOs, M&A transactions, restructurings, financial announcements, investor relations or special situations.
Financial PR teams help to promote, defend, contextualise and communicate the motive, investor value and market significance of the transactions; creating a detailed story which supports the underlying financial models and economics of the deal. This includes:

  • Development of strategic and financial transaction rationale
  • Media training for senior leadership teams and spokespeople
  • Media relations and stakeholder communications
  • Internal communications and employee engagement
  • Financial analyst relations
  • Briefing of industry regulators, government bodies and influencers
  • Pre-deal roadshow and post deal investor relations
  • Transaction digital and social media strategies

Who are the key Financial PR firms in London?

Top advisors are ranked by volumes of deals, number of stock market listed clients and the total market capitalisation of their client base.

The February 2020 ARL advisor rankings cemented giants such as Brunswick Group, Finsbury and FTI Consulting among the top 3 (see the adjacent chart). Find full rankings at: https://www.adviser-rankings.com/advisers/financial-prs#results

Rank Financial PR Total Market Cap of Stock Market Client (£M)
1 Brunswick 709,467
2 Finsbury 360,841
3 FTI Consulting 276,657
4 Tulchan Communications 175,766
5 Teneo 160,284

However, there is a growing market of advisors with several challengers disrupting the established advisors and winning more market share.  These more specialist advisors may lack the global offices locations but play to their strengths as sector experts or focus on high growth or privately-owned businesses.  They offer a more boutique environment with potential to quickly impress senior management and fast track your career.

What skills are needed to work in a Financial PR job?

Financial PR roles in London advise clients on high value, complex and highly sensitive issues and transactions in regulated markets, therefore it suits candidates who:

  • Have an interest in business, economics, current affairs and how these are all connected and evolving
  • Have a strategic approach and are comfortable liaising with C-Suite and senior leadership teams
  • Have excellent writing skills
  • Can effectively distil complex issues into more simplified accessible content
  • Are numerate with very strong attention to detail
  • Can multi-task and work to tight deadlines

For entry-point and more junior roles, firms have typically looked for strong academics from leading universities, as well as placements, internships and other experience in corporate public relations, finance, politics, professional services or advisory teams.

However, the leading firms are also very conscious of diversity and to make the industry more accessible and invest in schemes such as the Taylor bennet Foundation to increase BAME candidate applications and encourage a wider representation of society within the teams.

For more experienced hires, financial PR teams often look beyond their competitors when hiring with many teams featuring ex financial journalists, investment banking, legal and accounting professionals.

As your career develops then your client handling, team management and commercial skills are honed and become more central to your role. As you reach Account Director/Senior Consultant, Associate Director/Associate Partner or Director/Partner your focus will shift too:

  • Developing client communications strategies
  • Acting as the key escalation point for clients
  • Growing revenues through expanding your retainers and selling additional services to clients
  • Networking and approaching new clients to win new business
  • Managing project and annual budgets
  • Mentoring and leading a team; keeping them engaged and challenged while delivering to deadlines

What are Rewards?

Financial PR roles in London are busy and fast paced roles so need commitment beyond the 9am-5pm.  However, this extra commitment is often rewarded with higher salaries than other communications roles and potential bonuses too.

While individual salaries vary, an initial guide is opposite.

Bonus cannot be guaranteed but many firms have annual and ½ year bonuses to recognise strong business performance.

How to find out more?

If you are interested in financial PR roles in London, please contact the team to find out more.  Our leading consultants have connections with key firms across the industry and we would be happy to help you find your next challenge.

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