HilltopSecurities

NEARLY $15 MILLION IN EARNED MEDIA

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understanding the news cycle and earning national media coverage

HilltopSecurities, a leading municipal investment bank based in Dallas, delivers the forthright advice and tailored solutions necessary for public entities, communities, businesses and individuals to thrive. Our public relations team at The Point Group understands HilltopSecurities’ strengths and how to best leverage the firm’s expertise to earn national media attention.

the situation

As the Covid-19 pandemic began to drastically impact the municipal bond market in March 2020, HilltopSecurities aimed to provide context and insight to its clients. With the markets and legislation rapidly changing, HilltopSecurities began providing near-daily commentary. TPG capitalized on this as an opportunity to advance the company’s status as a thought leader on the municipal bond market and swiftly increase the firm’s national exposure when media and investors needed to be in the know.

Using timely and relevant insight from HilltopSecurities, our team leveraged existing media relationships and forged new ones to secure coverage in major national newspapers, including The New York Times and The Wall Street Journal. In just one month, TPG secured media coverage equating to hundreds of thousands of dollars in advertising value equivalency and more than 100 million unique views.

strategy and execution

TPG built on the momentum that started in March 2020 by continuing execution of a proactive approach to public relations efforts for HilltopSecurities. By monitoring the latest news related to the ongoing pandemic, the evolving political landscape, and public finance, we found story angles and developed pitches that landed HilltopSecurities’ subject matter experts on national financial news programs.

The agency coordinated these interviews often at a moment’s notice, providing the media with quick access to the correct HilltopSecurities team member. Additionally, when HilltopSecurities launched a commodities division in 2021, TPG executed a plan and developed new media relationships to better position the firm for entry into this market.

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the results

TPG established HilltopSecurities as a regular feature at the top of news feeds. The PR team delivered consistent exposure across major media, including CNBC and Bloomberg, and trade media focused on covering the municipal bond industry and commodities market. In 2021, TPG secured coverage valued at nearly $15 million in advertising equivalency.

Coverage highlights:

  • More than 130 strategic media placements across online and broadcast news outlets throughout 2021
  • Consistent coverage in national publications that earned hundreds of millions of unique views each month
  • Nearly $15 million in advertising value equivalency of earned media in just one year