M&O Marketing: The Detroit-Based PR Playbook for Financial Advisors

Originally published 2020. Updated June 15, 2026.

Part of PR Agency Q&A Profiles · See also: Kristin Marquet, Marquet Media · Mekky Media Relations

M&O Marketing was founded in metro Detroit in 1976 and is the oldest and longest-standing independent marketing organization in the fixed annuity industry. The company serves independent financial professionals nationwide, with senior leadership focused on PR strategy for advisors who want to differentiate themselves through earned media in outlets like The Wall Street Journal, Kiplinger's, Barron's, U.S. News & World Report, and Bankrate.

The Interview: PR for Financial Professionals

Q: Why do financial professionals need PR?

A: In the finance business, credibility is everything. The industry has become incredibly saturated — designations and years of experience are no longer enough to set one person apart. Through PR, financial professionals can distinguish their brand and build credibility around their name and business.

Q: How do financial professionals benefit from PR?

A: By attaching a financial professional's name to recognizable publications as an expert source, readers know they can trust that person's advice. Being featured in respectable outlets builds confidence with clients, validates experience, and increases brand awareness. Many of the financial professionals we work with find participating in PR shortens lead time with new clients.

Q: How can financial professionals leverage their media features?

A: We send framed copies of every press feature to display in offices. We recommend sharing press features on social media, bringing copies to client meetings or seminars, and including them in email marketing.

Q: What should a financial professional look for in a PR firm?

A: A proven track record in the financial industry and an understanding of areas of expertise and specialization. PR firms can be expensive — stay in constant contact and demand tangible results and reporters.

Q: Should financial professionals DIY their PR?

A: There are ways to DIY, but most professionals struggle to find enough time. PR involves hours of behind-the-scenes work to research reporters, topics, and individual markets. Pitches must be relevant, timely, and accurate.

Q: Local or national media?

A: We recommend a combination — but in large cities like New York or Los Angeles, most news outlets already have a go-to financial celebrity, are saturated with hard news, or charge for features.

Q: Why keep an open mind with PR tactics?

A: Everyone wants The Wall Street Journal, but each outlet carries weight in building credibility. Outlets like U.S. News & World Report get syndicated to other networks — one feature could also be published in MSN Money, Yahoo, and others.

Q: How can financial professionals modify tone to each outlet?

A: WSJ, Kiplinger's, and Barron's skew toward high-net-worth individuals. U.S. News & World Report and Bankrate tend to be everyday, blue-collar workers. Most readers don't want financial jargon — they want concepts they can understand and apply.

Q: Compliance departments?

A: Have an open and honest conversation with your compliance department about PR plans. Each compliance department is different and will outline rules.

Q: Making an impression in interviews?

A: Research your topic beforehand. Write down your main points and supporting opinions. If in doubt, stop talking.