top of page

The Connector. podcast - Backstage Communication


In the latest episode of The Connector. Podcast, Koen Vanderhoydonk welcomes Gunther De Backer of Backstage Communication, a seasoned professional in financial communications. Gunther shares insights into how public relations (PR) can effectively promote fintech companies in a competitive landscape.


With over 25 years of experience, Gunther emphasizes the importance of identifying the unique selling proposition (USP) of each fintech to develop a compelling narrative. Unlike traditional marketing, which relies on paid advertising, PR focuses on earned media, creating newsworthy content that captures the attention of journalists.


Gunther explains that fintech companies must strategically approach media relations by finding the right journalists and aligning stories with audience interests. This is essential for effective communication, especially when launching new products.


He differentiates PR from marketing by highlighting that PR often involves relinquishing control over the narrative. While marketing allows for greater control through paid advertising, PR can be a more cost-effective way to create awareness, particularly for smaller fintech companies.


Gunther also addresses the unique challenges fintechs face, noting that even small companies can leverage their expertise to create meaningful stories. Staying updated with market trends is vital for connecting clients with relevant media outlets.

Key trends in the fintech PR landscape include the increasing speed of news dissemination and the necessity for language skills to tailor messaging for diverse audiences. Gunther advises fintech companies to develop comprehensive communication plans and consider media training to prepare for interviews.


As the episode concludes, Gunther expresses interest in understanding environmental, social, and governance (ESG) considerations at the Investment Summit, reflecting the growing significance of these topics in the fintech industry.


Listen to the full podcast episode here.

bottom of page