The best financial advisors don't just manage portfolios: they manage perspective. When markets move, clients aren't only looking for investment advice. They're looking for reassurance, context, and someone who can help separate signals from noise. That's exactly what PR professionals do. 

Maybe advisors aren't secretly public relations (PR) professionals. But the best ones borrow more from the PR playbook than they might realize. 

Most people don’t know this about me, but I actually went to school for hospitality; I wanted to open a bed and breakfast – and still do, eventually. For as long as I can remember, I have always been fascinated by the hospitality industry – restaurants, hotels, cruises – so when The Bear came out in 2022, I knew I had to watch it. I just finished watching the final season, and was inspired to write about it.

Every World Cup produces a moment nobody saw coming: the one that makes broadcasters abandon the script and just point a camera at something magic. This one continues to deliver several. Look past the goals, and the best of those moments read like a masterclass in media relations. 

Media training is a cross-disciplinary skill that supports greater brand awareness, mitigates reputational risk, and serves as a springboard for smarter, more strategic communications and marketing. For RIAs and wealth management professionals, it’s an increasingly necessary skill set that also supports firm differentiation, client retention, and third-party validation.  

The question for 2026 isn’t how advanced AI will become. It’s how intentionally we use it to enhance judgment, deepen relationships, and protect trust. 

How do you stand out in a sea of industry leaders? The key is to fully leverage conferences to create lasting influence, build credibility, and engage with your audience in ways that resonate long after the event concludes.

While a placement in The Wall Street Journal or The New York Times might still be the dream, it’s become more challenging than ever, given the competition and limited newsrooms. Targeting audiences must entail a more thoughtful strategy that explores different mediums. 

With even more competition for reporters’ time and attention, thought leaders must adapt to ensure their voice remains reputable and reliable as an industry source. To do so, they need to better understand the current state of the media. 

Despite the countless “lessons learned”, one thing is clear: a financial crisis will happen again. When it does, there are three things your firm should know to navigate the tumult.