Discover how strategic Finance PR campaigns are adept in navigating the distrust of the financial sector in the new economy.

Despite an economy that is by some accounts improving, a recent research shows that 44% of financial services companies lost 5% or more business in the past 12 months due to ongoing reputation and customer satisfaction issues. The losses are estimated to be in the hundreds of millions of dollars (1).

Times of unease, like what the financial sector is experiencing, is the core of why Finance PR is a necessity – PR specialists are able to devise new strategies to help companies navigate the tough terrain, while retaining customer satisfaction.

JoTo client, Nationwide Title Clearing, Inc. (NTC), is one company who has managed to retain its image amidst the shifting financial landscape. Through steady PR services and its commitment to adhering to the changing regulations in the industry, NTC has been coined an “innovator” in the mortgage industry.

Rather than resist the new standards and regulations affecting the industry, NTC has steadily adapted – as a result of its comprehensive PR campaign, the company has managed to experience tremendous growth, increase its community presence and accrued features in industry news, all while maintaining the company culture.

Screen_Shot_2012-10-25_at_10.47_.39_AM_After investing in PR to ‘Show and Tell’ to its target markets that their compliance standards were first-rate, NTC experienced stellar growth, made the Inc. 5000 two years in a row and secured Inc. Magazine’s Hire Power Award for their contributions to the economy by putting hundreds of people back to work. THAT is the power of PR.

‘NTC secured a spot at number 2,730, showing 85 percent growth between 2007 and 2011 despite a faltering economy. The company attributes part of its growth to the 2011 release of its PerfectChain Assignment Verification Reports service,’ a news report said.

“The fact that NTC has fared so well in such a grim economy is a testament to the initiative and drive of the NTC work force,” said NTC CEO John Hillman. “Their ability to deliver highly accurate and fast results has put them into a position of leadership and support to their clients, which include eight of the 10 largest mortgage lenders and servicers in the U.S.”

Here at JoTo, we believe the best way to lose a bad reputation is by building a new one. By this, we mean that we must change the public’s point of view – this is often the largest obstacle a company experiences but once this is accomplished, there will be the opportunity to take a brand not only to the next level, but above and beyond it.

~Karla Jo Helms

1.     “Wall Street PR: Nearly Half of Financial Services Companies Have Lost Business.” Bulldog Reporter, 28 June 2013. Web. 3 July