Author: Bridget

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.

Any doubt that retirement policy and planning is now a central focus of the news cycle was cast aside at the AFR Super and Wealth Summit on Tuesday October 31.

From the opening remarks by AFR editor-in-chief Michael Stutchbury and Deloitte Australia’s Neil Brown, the retirement needs of the impending “silver tsunami” featured in the annual summit as much as the usual topics of investment strategy, regulation and technology.

This mirrors the AFR’s recent wealth coverage, with derivations of the word “retirement” regularly dominating its headlines (probably because it generates the clicks that today dictate editorial strategy).

Assistant Treasurer The Hon Stephen Jones MP told the summit the super industry was at a “critical juncture” with over five million Australians either at or approaching retirement – and “they’re going to expect more from their fund with a higher level of customer service and responsiveness”. APRA’s Deputy Chair Margaret Cole further laid down the gauntlet to industry, stating the “wicked question” as more people approach retirement is whether “super funds will be ready for the challenges ahead”.

There is a clear opportunity for financial services organisations to help shape ongoing media commentary in relation to retirement, particularly to ensure it does not oversimplify issues or promote the notion of a one-size-fits all solution. Bernard Reilly, Chief Executive of Australian Retirement Trust, highlighted this risk in a panel discussion by reiterating different funds have different age cohorts – and those with younger members may still have a focus on accumulation, while others may not.

An education and engagement opportunity exists to communicate directly with members as they near the end of their accumulation phase. The experience will differ for default and choice super members, as well as SMSF and advised super members, and it creates communication challenges that the super industry must grapple with, said HUB24 chief executive Andrew Alcock.

Major press outlets have not previously focused on retirement in detail, so they require trusted sources and new commentators to grasp such nuances and deliver the volume of coverage sought both by older readers and policy makers.

Key takeaway: Retirement is likely to be a dominant topic in wealth press coverage for the foreseeable future. Financial services organisations can capitalise on this demand to build a media profile.

 

Advising the missing middle

Opportunities to provide financial advice to the “missing middle” of Australians was another key focus for the summit – with panel members talking about “reinventing” the advice offer to middle Australia in particular.

WT Financial Group Head of Advice Jack Standing called for the rewriting of general financial advice laws to enable easier access to advice for Australians, including advice on life insurance. He commented that about 40% of advisers were providing advice on life insurance, yet less than 10% of those advisers were writing an overwhelming majority of life policies.

Aware Super CEO Deanne Stewart said super fund members don’t distinguish between help, guidance and advice, so that as an industry, super funds could, through tech and digital, automating and digitising transactions, allow members to do things as seamlessly as possible. “[Members] want us to be as seamless and easy to deal with us as it is to deal with a bank or book an Uber.”

Several panelists at the summit welcomed the reduction in paperwork that is expected to come from implementing Quality of Advice Review (QAR) recommendations, with JBWere Australia CEO Maria Lykouras commenting that the current obligations were onerous even when serving wholesale clients.

Lykouras said she hoped the next round of regulations would “focus on clients and consumers rather than ensuring we’re controlling advice providers”. She saw opportunities to improve advice documents “to make them more engaging and communicate with clients what they need to know whether they were wholesale or retail clients”.

Key takeaway: Organisations have a real opportunity to use their own content and earned media to communicate with the under-advised Australians, including retirees seeking advice for the first time.

 

Investment banks moving back into retail advice

JBWere expects to consider moving into retail advice to support the intergenerational wealth transfer. “We will need to think more about retail advice in the future as education is going to be so important to the children of our clients,” she said.

UBS Asset Management Country Head, Australasia, Alison Telfer talked about UBS’s return to private banking in Australia, referring to the move as ‘rightsizing’ and bringing back “the good side of vertical integration”.

She commented that advisers who work with the top end of clients are demanding more of asset managers – including support on strategic asset allocation, tactical asset allocation, and seats at the table on investment committees. 

Key takeaway: The increasing wealth of Australians has created a new class of more sophisticated investors that can be targeted through the AFR’s dedicated family office coverage, and similar stories in other press.

 

Beyond retirement

The AFR’s summit highlighted other issues likely to remain a source of public debate too, including the use of super for nation building purposes and performance tests (which Assistant Treasurer Jones assured us will remain).

Former Federal Treasurer and CBUS Chair Wayne Swan later echoed remarks made by Mr Jones in relation to projects which are in the national interest – arguing “there’s nothing wrong with saying we’d like to see more super fund money in the energy transition. It would sure as hell be better it’s ours than a foreign pension fund”.

Super funds will however draw a line between projects that are in the national interest and projects that are in members’ best interests. While Hostplus Chief Investment Officer Sam Sicilia encouraged funds “to just invest” in real assets because those opportunities didn’t come often and were long-term plays, the investment still had to meet members’ interests – and this can be a determining factor when there’s competing interest from international pension funds.

While its attractive to invest in long-term lease agreements for air and seaports, QIC State Chief Investment Officer Allison Hill said super funds with different member demographics (QIC also manages Queensland government liabilities) couldn’t “hide money in real assets forever” because funds will need greater liquidity.

The top fears for a panel of chief investment officers included: US recession, short-term thinking on the energy transition, longer-term volatility in both listed and unlisted assets, and war.

Key takeaway: Issues will continue to arise that generate public debate, requiring sensitive media management and also creating a potential to participate in important national conversations – either though press activity or policy submissions.

 

ESG at an inflection point

The corporate regulator, ASIC, has had a clear focus on greenwashing in 2023 and Sarah Court, Deputy Chair, Australian Securities and Investments Commission made it clear this would continue.

Her key message for managers was to hold back on making ESG claims until they could be confident that any claims were backed up with plans and actions – including on strategies that rely on engaging with target companies, such as fossil fuel companies to improve their ESG performance. “Take the time to develop the plans and then put out the statements when you are good and ready,” she said.

Behind any plan should be a “verifiable, serious plan” with “appropriate resourcing, investment and timeframes” built into that plan.

Court added that managers could not outsource that responsibility. “There needs to be work done behind the scenes to ensure that things that are being told to investors effectively are true.”

The principles behind ESG investing and its overall performance and contribution to climate goals has been challenged more than ever in 2023. HESTA chief executive Debby Blakey said now was not the time to give up on addressing what are very real climate risks with associated social impacts. She called for the industry show real leadership in addressing these issues.

Behind super and retirement issues, corporate Australia’s approach to addressing climate risk is a hot media topic. There’s an opportunity for Honner clients to lead the conversation through product and investment innovation.

But it’s not just institutional investors that are shaping the conversation. In a separate panel, Sharesies co-founder and co-chief executive Brooke Roberts said one in 10 investors on the platform invest in an ESG or sustainability related ETF. Investment Trends Head of Research Irene Guiamatsia pointed to research showing one in six new retail investors are under the age of 25 and the number of younger and women investors is increasing. Stockspot founder and chief executive Chris Brycki said Australians’ love for dividends and income has also seen many investors go to the sharemarket to speed up their deposit on a home.

Key takeaway: The transition to a net zero economy – and the wealth industry’s contribution to it – may generate more media interest than ESG itself.

If you would like to discuss any of the above, please contact your account team or honner@honner.com.au to discuss further.

Introduction

As a QUT business and fashion design undergrad student, I leave and breathe creativity on a daily basis and believe it is a skill that can be applied to every role and career. During my two-week internship at Honner, I’ve discovered that financial PR is no different.

Sure, financial topics can be complicated and if the concepts aren’t clearly and cleverly explained, it can be easy to lose people’s attention. That’s why the ability to communicate creatively has so much significance in the financial PR world. While the worlds of fashion and finance may seem far apart, creativity is the thread that binds them together.

Over the June/July uni holidays, I had the privilege of experiencing first-hand what PR is, when I travelled to Sydney for a two-week internship at award-winning financial PR agency, Honner. Here are my key takeaways.

 

There’s more to PR than you might think

Public Relations (PR) is commonly misinterpreted; it’s often clumped together with marketing and advertising. Although they do indeed share some similarities (e.g. providing communications services), it is important to understand what makes these sectors different.

Unlike marketing and advertising, PR focuses primarily on earned media, as opposed to paid or sponsored media. This distinction was particularly important for me to understand, because as a marketing major, I had previously only worked with paid media content.

Over the two week internship, I was deeply immersed into the world of earned media, gaining incredible experience and insights. From media monitoring and press releases to content creation and account management; I was given a full 360-degree experience of the financial PR industry.

The ultimate goal in PR is to build a positive reputation and trust for clients in part through mentions in articles, stories and news published by reliable sources. At Honner, I was able to learn about the financial services media landscape and understand how to find the perfect publication for a client.

For companies to be mentioned in reputable media, the PR team needs to cultivate strong relationships with journalists and persuade them that their information is newsworthy. Honner has strong connections with leading financial journalists, and this is achieved by regular intel sharing and catch-ups with journalists. I learnt that nurturing a positive relationship can enhance the process of pitching stories to publications and understanding what type of content they need for stories to run.

 

Why is creativity important in Financial PR?

Creativity can emotionally touch people and build a connection that will influence and impact audiences in new and exciting ways. Original dialogue will gain more attention in the media, social shares and general day-to-day conversations. Just like in fashion, where designers who push the envelope and create never-seen-before garments end up on the cover of Vogue.

So, the ability to transform financial information into an interesting and captivating message is a powerful skill to wield in the PR industry. It will make your messages stand out in an industry where everything is about standing out.

 

How to be creative in Financial PR

Here are a few examples of how to be creative in the financial PR industry that I experienced during my internship:

Don’t hold back

I found that Honner’s accepting and friendly work environment made idea sharing easier and allowed me to feel a sense of safety.

Takeaway 1: No idea is a bad idea! Psychology behind why we choose not to share ideas indicates we are often held back by multi-faceted fear. What if my idea is no good? What if I’m judged? What if I fail? What most people fail to understand is that “bad” ideas create the foundation and act as building blocks for innovative and unique solutions. All kinds of ideas can open doors and break down the walls of possibility, opening your mind and creating unlimited potential.

Work with other people

I was extremely fortunate to work closely with a variety of different people at Honner and loved getting to witness how each person excelled in their own unique way. Honner is rich in diversity with highly intelligent industry professionals in marketing, journalism, asset management and content creation.

Takeaway 2: Working with the same people can pigeon-hole your creative thinking, and you may find yourself often pitching the same ideas from the past. Instead, seek out creative minds, enrich your innovative energy and do not be afraid to work with different personalities (they often expand your creative thinking the most).

See things from different perspectives

At Honner, all work is double and sometimes even triple checked. I was unconsciously looking back over my work to ensure that it made sense to whomever I was sending it to, which enriched my writing and ideas.

Takeaway 3: Curiosity breeds creativity! When taking on the perspective of others, you tend to elaborate more on your own ideas and create a clearer picture for multiple minds to comprehend. This in turn boosts creative performance and effective collaboration.

Reflect on your surroundings

Over my two weeks at Honner, I was invited out to multiple lunches and would always come back afterwards feeling refreshed and active. The Honner team can produce quality work and high-level results, while still having fun in the process.

Takeaway 4: Genius ideas do not grow in tired conditions. Taking quality breaks can do wonders for your creative thinking and mental health. If you get easily bored during your lunch breaks, how about having lunch with a coworker at a new restaurant or going for a walk? Even better, go for a run.

 

Final thoughts from the internship

Honner has given me valuable corporate experience along with crucial insights on different career paths I had not considered before the internship. Public relations and journalism are two industries that I’ve had little exposure to in the past, however, following this internship, I am financial PR convert.

Getting the chance to travel to a new city and work at an award-winning agency is an experience I will treasure for the rest of my life. I am truly grateful for this opportunity. The office environment and comradery at Honner truly made this experience memorable.

I am excited to see what opportunities lay ahead for me and will continuously be seeking personal and professional growth.

If working at Honner sounds interesting to you, email recruitment@honner.com.au with your resume and get in touch!

Welcome to the world of Threads, a social media platform poised to challenge the dominance of Twitter. Developed by Meta, the parent company behind Facebook, Instagram, and WhatsApp, Threads has already amassed an impressive user base of 100 million individuals worldwide (and it continues to grow).

The Honner team has reviewed this exciting new platform to help you better understand its potential and weigh its pros and cons. Here are some of the key features and considerations of Threads, that will hopefully empower you to make informed decisions about its role in your social media strategy.

1. Meta’s Brainchild: A standalone app linked to Instagram: Threads represents Meta’s latest brainchild, seamlessly integrated with Instagram. As a standalone app, Threads provides a feed that facilitates real-time conversations. Users can express themselves through text-based posts, while also sharing photos, videos, and status updates. This integration creates an interconnected experience across the Meta ecosystem.
2. Disrupting Twitter: Addressing Twitter’s challenges: Threads emerges as a formidable disruptor to Twitter, capitalising on the challenges the platform has faced in recent times. Twitter’s staffing cuts and content moderation controversies have created an opportunity for Threads to position itself as an alternative. However, it’s important to note Threads currently lacks robust search capabilities, a potential drawback for users seeking extensive content discovery.
3. A generous character limit of 500: Threads provides ample space for wordsmiths and storytellers to captivate their audience. Unlike Twitter’s restrictive character count, Threads gives users a 500-character count limit. Unverified Twitter users have a maximum of 280 characters, though verified Twitter users can increase their character limit to 25,000 for a fee of $8 a month.
4. Privacy concerns and unavailability in the European Union:Threads has faced privacy concerns, particularly within the European Union, due to historical data sharing issues associated with Meta’s other platforms. As a result, the app is currently unavailable in the EU. It is crucial for users and businesses to understand the privacy implications and regulatory landscape associated with Threads, ensuring compliance and safeguarding personal information.
5. Real-time updates and public conversations:Threads differentiates itself by offering a dedicated space for real-time updates and public conversations. This unique feature aims to foster a friendly environment where users can engage in discussions centred around text and sharing thoughts. The idea is that individuals and brands can create communities built on shared interests and passions.
6. No hashtags: Unfortunately, on Threads, the absence of hashtags means that you cannot search for or track specific words, phrases, or trends like you can on Twitter. This limitation makes it more challenging to stay informed about new developments and trending topics. Unlike Twitter, Threads lacks the functionality of hashtags and a dedicated trending topics section. Although there is a possibility of improvements to the search feature in Threads in the future, the current absence of hashtags can be seen as a drawback.
7. Threads does not support advertising at present:Nonetheless, it presents new possibilities for businesses to maintain their brand presence and engage their existing Instagram audience. By crafting compelling content that aligns with their brand’s identity and resonates with followers, businesses can potentially leverage Threads to strengthen their online presence and connect authentically with their target markets.
8. Enhanced visual storytelling: Threads supports both photo and video uploads, enabling users to enhance their text-based posts with visual content. Videos are currently limited to 5 minutes in length. Businesses and individuals can leverage this multimedia capability to create a bigger impression on an audience.
9. Sharing relevant content: Threads enables users to share links, including shortened URLs, within their posts. This functionality lets people share relevant articles, websites, or any other online content seamlessly. The idea is that users can enrich their conversations and provide additional context to their audience.
10. Absence of DM feature:Although Threads bears resemblance to Twitter in its appearance and functionality, it notably lacks a direct messaging feature. Instagram has acknowledged the potential for future enhancements, raising the possibility that DMs may be introduced to Threads in due course.
11. A joyful, rather than a spiteful realm? Twitter clearly has a reputation for lacking civil dialogues. Instagram claims to have developed Threads specifically to encourage constructive and positive discussions. This acknowledgment highlights the often combative nature of interactions on Twitter. Elon Musk, who advocates for unrestricted freedom of speech, implemented several modifications upon assuming control of Twitter. One of these changes involved the dismantling of Twitter’s independent Trust and Safety Council, which previously offered guidance on addressing harmful behaviour on the platform.

Threads, the “micro-blogging” social media platform developed by Meta, has rapidly gained traction, amassing 100 million sign-ups in 100 countries. Its potential to challenge Twitter, combined with its apparent early success, makes it an alluring option for those seeking to expand their online presence. However, it is crucial to remain mindful of privacy concerns, understand the limitations of the platform, and evaluate its fit within your broader social media strategy.

At Honner, we are dedicated to ensuring you stay informed about the latest social media trends that affect financial services firms. With our expertise in social media, we offer a valuable resource for clients seeking to integrate it into their communication strategies. We encourage you to connect with your account teams to explore how we can enhance your media coverage through social channels. Let’s have a conversation and amplify your online presence together.