Month: December 2024

Cryptocurrencies and similar digital assets are reshaping the financial landscape, making clear and trustworthy communication more essential than ever. Businesses operating in – or exposed to – this sector need strategies that build confidence, educate audiences, and establish credibility

In this article, Jared Wright, Senior Account Manager, explores how effective communication can demystify digital assets, address trust challenges, and connect these innovations to broader wealth strategies. Honner is currently assisting clients to engage with key policymakers including Ministers, Shadow Ministers and industry groups on digital assets.

The digital asset market stands at a crossroads, with governments and regulators globally catching up to the rapid growth of cryptocurrencies and blockchain technology. The industry has experienced a bull run since the announcement that Donald Trump would become US President, given his pro-crypto stance. As market valuations have increased, so to has investor interest in this emerging asset class.

For businesses navigating this landscape, clear, strategic communication will be critical in establishing trust and fostering growth as the market matures.

Communicating in a rapidly evolving regulatory landscape

Governments and regulators are stepping up their efforts to create a robust framework for digital assets. In Australia, ASIC has been at the forefront, working on regulations to protect investors while enabling innovation. With only 40 out of 400 crypto-related businesses licensed, ASIC’s focus on enforcement has sent a strong message to the industry: compliance is no longer optional.

Despite the introduction of numerous consultation papers, the Federal Government is yet to put forward any legislation in this space, meaning debate within the Parliament is unlikely until after the upcoming election.

For businesses, this creates both challenges and opportunities. Effective communication strategies can help organisations stay ahead by demonstrating their commitment to transparency, investor protection and regulatory alignment.

Key communication strategies for a maturing market

Proactive engagement with regulatory themes

• Positioning on compliance: Highlighting adherence to licensing and regulatory standards can reinforce credibility and trust.
• Clarity on legal obligations: Providing accessible, clear messaging around complex regulatory requirements ensures audiences understand how your business operates responsibly.

Framing digital assets as part of broader financial strategies

• Integration and diversification: Emphasising how digital assets complement traditional portfolios can demystify their role for both institutional and retail investors.
• Wealth creation and security: Positioning digital assets within a long-term financial strategy aligns with the values of stability and foresight that regulators and investors seek.

Educational campaigns to build trust

• Simplifying complex concepts: Explaining tokenisation, DeFi, and staking in plain language bridges the knowledge gap for audiences unfamiliar with these innovations, particularly retail investors.
• Showcasing use cases: Highlighting tangible benefits of blockchain, such as its ability to revolutionise payments and financial transactions.

Crisis communication and risk management

• Addressing reputational challenges: Past events like the FTX collapse underscore the importance of clear, honest communication in navigating crises.
• Proactive risk disclosure: Transparently outlining the potential risks associated with digital assets builds credibility and confidence.

Leveraging regulatory developments as communication opportunities

As ASIC and global counterparts develop frameworks for licensing, compliance, and market integrity, businesses should seize the opportunity to position themselves as industry leaders. For example:

• Engage with policymakers: Demonstrating collaboration with regulators highlights a commitment to shaping a sustainable future. Honner has assisted clients to engage with key policymakers including Ministers, Shadow Ministers and industry groups.
• Thought leadership on regulation: Publishing insights or hosting discussions on regulatory themes positions your business as a credible voice in the industry.

Building a future of trust and innovation

The maturation of the digital asset market presents a unique opportunity for businesses to lead with strong, clear communication strategies. By aligning with evolving regulations, educating investors, and proactively engaging with policymakers, organisations can position themselves as trusted partners in the journey toward integrating digital assets into the broader financial system.

At Honner, we specialise in helping clients navigate this complex landscape, delivering strategic communications that build trust, enhance understanding, and foster long-term growth. Whether you’re preparing for regulatory change, engaging with investors, or positioning as an industry leader, we can help you shape a future where digital assets are a secure and integral part of financial portfolios.

Based in Melbourne, Emily Parkinson brings over 20 years of expertise as a journalist, writer, and communications consultant. With a career that’s taken her across Sydney, London, and her hometown of Melbourne, Emily has worked with leading brands like Vanguard, where she helped launch Vanguard Super, and contributed to renowned outlets including Bloomberg and The Australian Financial Review.

Emily’s deep knowledge of financial markets, investments, and superannuation is matched by her passion for storytelling and creating content that connects.

We recently caught up with Emily to learn more about her career journey, her Melbourne favourites, and what inspires her work.

Q: You’re Honner’s first staff member permanently based in Melbourne. What does this expansion mean for Honner and its clients?

The move into Melbourne is an exciting strategic step for Honner and also great news for Honner clients. I think it’s fitting that after decades of growth and dominance in the financial services space in Sydney that Honner should now have a strong presence in the dynamic Melbourne market.

Honner’s Melbourne office extends our full-service offering to clients and means that all clients, not just the Melbourne-based ones, will get the benefit of access to that localised knowledge across media, communications and finance plus the comfort of boots on the ground support when needed.

Q: Tell us how you got into financial journalism, and now financial PR?

I got started pretty early with a curiosity in finance and investing. A university job with global investment bank Salomon Smith Barney delivering their morning research (by hand not email back then) really lit the spark and set me on the path to a career in financial communications.

While still studying I began working for Bloomberg in Melbourne where I was able to break a couple of headline-grabbing M&A stories between lectures. That helped speed up my ‘apprenticeship’ and I was soon reporting alongside more seasoned journalists in Sydney. From there I moved to London where I covered commodities for Dow Jones and spent a few interesting years deep in that space before moving back to Sydney to a role at The Australian Financial Review.

I’ve been fortunate to have some great reporting roles in newsrooms in Melbourne, Sydney and London, as well as challenging and rewarding communications problems to solve in PR in investments, superannuation and aged care.

Those diverse roles and experiences in financial journalism, corporate PR, issues management and content marketing, have honed a skillset that is highly flexible and pretty well stress-tested. I love problem solving and achieving great content outcomes for clients and I’m excited to put that experience to work for Honner clients.

Q. As one of Honner’s newest recruits, what attracted you to join the team?

I’ve known of Honner for many years and have also worked alongside some talented Honner staff in a former life in newsrooms. I’ve always admired Honner’s specialty focus on financial services and ability to sustain that focus over many years while also being responsive and adaptable to clients and the evolving media, investment and finance world. That change continues at pace so having smart, connected people able to navigate that complexity and seize those opportunities is a really powerful, specialized service for clients. On a personal level, it also makes going to work everyday really rewarding and challenging!

At Honner, we are committed to helping our clients elevate their profiles beyond Australia and into key Asian financial hubs such as Singapore and Hong Kong. In the ever-evolving Asian financial landscape, localising messaging is critical to ensure it resonates with local audiences. Strategic communications must reflect the unique needs and priorities of each market, particularly when targeting investment firms and asset owners. Honner specialises in tailoring global thought leadership to align with local market nuances, ensuring your brand connects meaningfully with the right stakeholders.

Localising global messaging for maximum impact

A key element of successful communications in Asian markets is adjusting global messaging to highlight its relevance for local audiences. Whether addressing individual investors, advisers, or large pension funds, ensuring that your communication resonates deeply is essential.

Honner’s expertise lies in adapting global narratives to fit the cultural and market-specific dynamics of Asia, helping your brand build trust and recognition.

Key Benefits of Geographically Targeted Press Releases

1. Visibility and Reach: Distributing localised press releases ensures your message reaches a broad audience of stakeholders, including asset owners and fund managers across Asia. This increased visibility builds a strong media presence, encouraging journalists to proactively seek your insights.
2. Positioning and Thought Leadership: Consistently sharing insights and updates through tailored press releases positions your firm as an industry thought leader. This is vital for attracting potential investors and partners, showcasing your expertise in specific asset classes or innovative strategies.
3. Market Intelligence and Engagement: Press releases provide an opportunity to share market intelligence, trends, and forecasts relevant to the Asian market. This proactive approach engages your audience and demonstrates your firm’s commitment to staying ahead in a competitive market. For instance, commentary on Japan’s recent interest rate adjustments following record lows could position your firm as a forward-thinking industry leader.

Best practices for effective press releases

• Clarity and conciseness: Craft press releases that are clear, concise, and focused on key messages. Highlight the value proposition and impact of your announcements to quickly capture attention.
• Tailored messaging: Adapt your press releases to resonate with local markets in Singapore, Hong Kong, and other Asian financial centres. Consider cultural nuances, market preferences, and timing to enhance engagement. For instance, lead times for publishing in Japan can be up to two weeks, so strategic timing is crucial.
• Maximised multichannel distribution: Utilise a multichannel distribution strategy to maximise reach. Distribute releases through reputable financial news platforms, social media channels, and direct outreach to targeted media outlets.

Key publications for maximum reach

To ensure your press releases reach the right audience, consider distributing through these leading financial publications in Asia. Financial newswires like Bloomberg, Reuters, and The Wall Street Journal remain effective for broad regional coverage, each with dedicated journalists on the ground.

1. The Financial Times (Asia Edition): Offers in-depth analysis of financial markets, economic policies, and business news relevant to the Asian region.
2. The Business Times (Singapore): A leading financial newspaper covering comprehensive business and investment news for finance professionals.
3. South China Morning Post (Hong Kong): Renowned for in-depth business and finance coverage, it is a key source for investors and asset owners.
4. Nikkei Asia: A premier English-language publication providing comprehensive coverage of Asian business, economy, politics, and technology.
5. The Asset: Covers investment strategies, market trends, and key developments in Asian financial markets.
6. Asia Asset Management: Focuses on the asset management industry in Asia, offering valuable insights and analysis.
7. Ignites Asia: A daily news service for the asset management industry, providing news, analysis, and insights on mutual funds, ETFs, pension funds, and more.
8. Citywire Asia: Focuses on fund management news for the private wealth community, including private banks, independent asset managers, and family offices.
9. Fund Selector Asia: Provides news, analysis, and insights tailored for fund selectors, wealth managers, and investment professionals.
10. Asia Financial: Delivers original news, commentary, and indices, offering tools to access strategic untapped fixed-income markets.

Looking ahead

As Asia’s financial markets continue to grow, the importance of strategic, localised communication cannot be overstated. Honner is here to help you navigate this dynamic landscape, ensuring your messaging is impactful and resonates with your target audience. By leveraging our expertise in tailoring global thought leadership to local markets, we can help your brand make meaningful connections and drive success in Asia’s financial hubs.

In the digital era, media consumption habits are evolving at an unprecedented pace. With over five billion social media users globally, today’s audiences crave bite-sized, easily digestible information — and fast. As media outlets and businesses vie for the attention of readers with increasingly short attention spans, communications strategies need to adapt.

What does this mean for your communications approach?

What is Visual Journalism?

Visual storytelling has emerged as a cornerstone of modern journalism, transforming how complex information is conveyed. Far from simply complementing written content, visual assets have become a key component of media content. Visual storytelling can distil complex financial data into compelling narratives, driving greater stakeholder understanding and informed decision-making.

The global rise of visual journalism is reflected in initiatives like the Pulitzer Prize for Breaking News Photography and organisations such as CatchLight Local, which supports visual storytellers through resources and fellowships. These efforts underscore the value of visual journalism in engaging audiences and driving narrative clarity.

Examples of visual journalism in action include:

Interactive maps tracking the 2024 U.S. Presidential Election.

 

ABC’s Federal Budget 2024: Winners and Losers.

Trust and transparency

The visual revolution is not without challenges. Generative AI and deepfake technologies are raising concerns about the authenticity of images and data, prompting a heightened focus on emotional resonance, data transparency, and narrative credibility. For visual journalists, building trust and battling misinformation has become an essential part of the storytelling process.

The role of visual storytelling in financial services

In the financial sector, where topics and concepts can be complicated, concise and clear communication is paramount. Visual assets such as infographics, interactive reports, and data visualisations can be useful in engaging stakeholders — from institutional investors and financial advisers to retirees and parents planning for their children’s future.

Visual Capitalist’s “Top Data Visualizations of 2023”: This compilation showcases outstanding visualisations that cover various economic and market trends. For instance, their visualisation of the rising vacancy rates in commercial real estate, titled “Visualized: Empty Office Space in the U.S.,” captures the shift in work patterns and its financial implications.

Another standout piece, “The Anatomy of the Entire S&P 500,” breaks down the index into sectors, industries, and market caps, offering a compelling snapshot of the market’s structure.

Another great example is “Gone in a Generation” by The Washington Post: This series documents the immediate impacts of climate change across the United States, utilising compelling visuals to illustrate how communities are adapting to environmental transformations. The project received recognition for its innovative storytelling approach.

Why visual communications matter at Honner

At Honner, we specialise in helping clients elevate their communications through the strategic use of visual storytelling. With over 25 years of experience in the financial services industry, we understand how to craft compelling narratives that engage diverse audiences across the Asia Pacific region and beyond.

Our expertise includes:

• Designing visual strategies that maximise clarity and impact.
• Developing frameworks to futureproof the authenticity of visual communications against the threat of misinformation.
• Creating content that fosters credibility and stakeholder trust.

As the media landscape increasingly embraces the power of the image, businesses must rise to the challenge of integrating visual communications into their broader communications strategies.

Honner’s specialist content team is here to help you stand out and deliver real impact through strategic visual communications. Contact zoe@honner.com.au to find out more.

The Australian media landscape has shifted significantly in 2024, with the Australian Financial Review (AFR) leading the way in adapting to changing editorial direction, audience demands and a challenging economic climate. These developments, spanning mainstream business media, adviser-focused publications, and broadcast outlets, highlight an industry in transition.

Changes at the Australian Financial Review

The AFR has introduced several editorial and strategic updates, reflecting broader trends in the industry:

• Leadership transitions:
  • James Chessell has stepped in as new editor-in-chief, succeeding Michael Stutchbury, with a clear vision for the future of one of Australia’s leading financial publications.
  • Cosima Marriner now leads as editor, taking over from Fiona Buffini and reinforcing a refreshed leadership team.
• Editorial restructuring:
  • The AFR farewelled key journalists, including Kevin Chinnery, Debra Cleveland, Aaron Patrick, Ben Potter, Michael Pelly, Duncan Hughes, Tom Richardson, Neil Chenoweth and Aaron Weinman (who joins Bloomberg’s US credit team).
  • New hires include ; Mark Wembridge in Perth, bolstering coverage of Australia’s resources sector; and Amelia McGuire new business reporter covering technology.
  • Position changes include new opinion editor, Jeremy Sammut; Fiona Buffini now premium content and features editor; and Primrose Riordan to associate editor.
• Digital-first focus:
  • The AFR discontinued printing in Western Australia, prioritising digital access for readers in the state. Subscribers in Perth may still receive the monthly AFR Magazine and quarterly Fin! editions as Nine considers distribution options.

Broader media landscape

Beyond the AFR, the wider media ecosystem continues to adapt and innovate:

• Sydney Morning Herald:
  • Millie Muroi moves to Canberra to become economics writer.
• Adviser-focused media:
  • New appointments, like Matthew Wai at Financial Standard, Ryan Johnson at Money Magazine and Oksana Patron at InvestorDaily, highlight a growing interest in financial advice reporting. Sustainable finance and ESG topics remain prominent, with Andrew Cornell and Jack Derwin stepping in at Capital Brief during Kate Burgess’s maternity leave.
• Broadcast updates and highlights:
  • Bloomberg launched Asia Trade, a live daily show covering Asian markets, alongside The Bloomberg Australia Podcast, hosted by Rebecca Jones.
  • SBS added depth to its business reporting team with the return of Ricardo Goncalves and the addition of Sue Lannin.
  • Nine’s Network Finance editor, Chris Kohler, continues to produce catchy finance and economics content for retail audiences on Nine and across all major social media channels.
• ABC changes:
  • Michael Rowland will leave ABC News Breakfast on 13 December, marking the end of 15 years on the program. His departure follows earlier exits by Lisa Millar and Tony Armstrong, with Bridget Brennan stepping into the co-host role.
  • Paul Barry concluded his 11-year tenure at Media Watch, succeeded by Linton Besser, as the ABC continues to refresh its digital offerings.
• New digital formats:
  • Platforms like The Azzet, a free business news site, and The Nightly On, a quarterly magazine, reflect the media’s growing investment in digital-first strategies to engage readers.

Remembering Greg Bright and Graham Hand

Greg Bright and Graham Hand left an indelible mark on Honner, not just as industry icons but as mentors and friends to our team, both past and present.

Their generosity, wisdom, and genuine care shaped our culture and influenced many careers. Whether through thoughtful advice or meaningful collaboration, they inspired us to aim higher and stay true to our values.

Their legacy lives on in the connections they fostered and the lessons they shared —reminding us of the lasting impact of integrity and generosity. We are proud to have known and learned from them.

Donations in Greg’s honour can be made to NeuRA HERE.

Donations in Graham’s honour can be made to the Graham Hand Gift – a giving fund that supports the causes Graham cared about. Donations can be made via the Australian Philanthropic Services Foundation HERE.

How we help navigate change

We remain at the forefront of these transformations, working closely with clients to navigate a dynamic media environment. As Australia’s leading communications consultancy for financial and professional services, we ensure our clients stay connected with key media players, offering expert guidance and achieving meaningful results.

To learn more about how we can support your media strategy, reach out to your Honner account manager.