How Experity Wealth secured 17 media placements in a three-month finance PR campaign
Robert Cannon, Experity Wealth
Finance and investment expert PR
Experity Wealth is a US wealth management business founded by Robert Cannon.
Robert has more than three decades of experience working with affluent investors, businesses and hedge funds. His work includes retirement income planning, wealth building and preservation, investment strategy and coordinating specialist advice for financially successful individuals, couples and families.
He holds a number of securities and professional qualifications, including the Accredited Investment Fiduciary Analyst (AIFA®) designation, and received a Certificate in Financial Management from Cornell University.
The objective
The primary objective was straightforward: increase Experity Wealth's online visibility through earned media.
Rather than simply promoting the firm, the campaign focused on establishing Robert as a credible source journalists could turn to when covering personal finance, investing, wealth and financial behaviour.
The campaign therefore aimed to:
increase Robert and Experity Wealth's visibility in relevant US media
position Robert as an expert source on finance and investment topics
secure credible earned-media mentions
build search-visible coverage around Robert's expertise
respond quickly to relevant journalist opportunities
The strategy
Finance expert commentary
The campaign centred on reactive expert commentary.
We monitored journalist requests and identified opportunities where Robert's professional experience could add useful context to stories about investing, personal finance and wealth.
Every published result within the three-month campaign came from this expert-led reactive approach.
Personal finance commentary
Robert contributed to a range of consumer finance stories covering subjects such as:
strategies for using credit cards more effectively
net worth and perceptions of financial class
managing recurring payments and autopay
everyday spending habits
the financial impact of small discretionary purchases
This resulted in repeated inclusion in GOBankingRates, with several stories subsequently appearing across other major financial platforms.
Wealth and investment positioning
The campaign also positioned Robert around more specialist wealth and investment themes.
U.S. News & World Report included Robert in coverage examining Bill Gates' stock portfolio, while further opportunities explored the spending behaviour of crypto millionaires and wider questions around wealth.
This gave the campaign a balance between accessible personal-finance commentary and higher-level investment expertise.
Extending the reach of expert coverage
Several pieces of Robert's commentary gained additional distribution across major financial websites.
Coverage appeared across:
Yahoo Finance
NASDAQ
MSN
AOL
GOBankingRates
This expanded the search visibility of Robert and Experity Wealth beyond the original editorial placement.
Building Robert Cannon's profile as a finance expert
The campaign worked because Robert had genuine depth of expertise rather than being positioned around a single promotional message.
Journalists were able to draw on his experience across:
personal finance
investing
wealth management
financial behaviour
retirement and long-term planning
affluent investors
financial decision-making
the economy and markets
That provided a broad enough platform to participate in multiple financial conversations while maintaining a clear and credible expert identity.
The outcome
During the three-month campaign, Experity Wealth secured 17 published media placements across six different publication titles.
The coverage included nationally recognised financial and business platforms such as U.S. News & World Report, Yahoo Finance and NASDAQ, alongside repeated coverage from GOBankingRates.
Sixteen of the 17 published campaign records were also recorded as carrying a backlink.
For a campaign whose initial objective was to improve online visibility, the result was a substantial body of search-visible earned media around both Robert Cannon and Experity Wealth.
| Result | Details |
|---|---|
| Campaign | Experity Wealth |
| Campaign length | 3 months |
| Expert | Robert Cannon, MBA, AIFA®, Founder and President |
| Primary objective | Increase Experity Wealth's online visibility through earned media |
| PR approach | Finance expert commentary and reactive journalist opportunities |
| Published media opportunities | 17 across the three-month campaign records |
| Publication titles | 6 |
| Articles recorded with backlinks | 16 |
| Selected publications | U.S. News & World Report, Yahoo Finance, NASDAQ, MSN, AOL and GOBankingRates |
| Campaign focus | Personal finance, wealth management, investment, financial behaviour, retirement planning and economic commentary |
Want to build your profile as a trusted finance expert?
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Our journalist-led team handles positioning, story development, expert commentary, journalist outreach, follow-up and campaign management.
Find out more about our Finance PR service.
