Does anyone remember the "Water Bottle Flip?" For a hot minute, the videos were everywhere, especially for those of us with young kids at the time! Now? I only remembered when I Googled the “top viral trends of 2016.”
For B2B and fintech companies, chasing that kind of "lightning in a bottle" exposure is a dangerous trap. A focus on viral stories prioritizes wide, shallow reach over deep, meaningful engagement. A viral post might bring a spike in traffic, but if those visitors aren't the targeted decision-makers, a company gains nothing but a vanity metric that disappears as fast as a Snapchat story.
Instead, the most successful PR programs are built on a consistent, long-term strategy. When a thought leader and company show up in the right trade publications and news cycles week after week, they are building more than just "hits." They are building a narrative of reliability. As we’ve noted before, the real ROI of consistency comes from treating communications like a long-term discipline rather than a one-time stunt.
Consistency also protects your brand’s reputation. When a company only communicates during "big" moments or when it's trying to trend, it can come across as fake and opportunistic. Did anyone really buy that a company selling tchotchkes really cared about the fate of Harambe?
However, when you maintain a steady drumbeat of expert commentary, you become a voice of authority. Journalists don't look for the most viral person to interview, but they look for the most reliable expert who has been a steady part of the conversation for years.
This is why we advocate a quality-over-quantity approach to media relations and earned media. A thoughtful, well-placed article in a key industry publication is worth far more to a fintech company than a million impressions from a generic viral meme. As a perfect example, a client recently landed a new customer because the bank saw them featured in BankNews. The banker brought a print version of the article, indicated the company’s key messages, and said, “I want this.”
Ultimately, PR is a marathon, not a sprint. Trends like "2016 vs. 2026" remind us how quickly aesthetics and algorithms change, but the value of a trusted reputation remains constant. You wouldn’t trust a partner who only showed up when they had something flashy to show off. You trust the partner who is consistently in the trenches. Prioritize the steady cadence over the viral high, and you’ll build a brand that lasts well into the next decade.
Contact us today to learn how we can help you develop a PR strategy that delivers sustainable growth.