TheCityUK

Managing the reputation of one of the UK's largest industry sectors

TheCityUK is the membership body for the UK’s financial and related professional services industry. Its membership includes banks, insurers, asset managers and legal and audit firms. Over a period of 5 years, Linstock positioned the body as thought leaders, creating a compelling narrative around key industry issues. We advised TheCityUK on its communications strategy, providing extensive media relations support to the executive team. We also provided advice on wider issues affecting the industry, including the UK-EU debate. Which, even pre-referendum, was a source of uncertainty for financial and related professional services.

Brief

Linstock began working with TheCityUK in 2011, shortly after the organisation launched. Our primary role was to establish the membership body as the leading voice and champion for UK financial and related professional services.

Activity

After five years of working with TheCityUK, Linstock cemented the membership body in the media mainstream.

We did this by focusing on core themes of particular relevance to the industry it represented; the national value of financial and related professional services, the global competitiveness of UK financial and related professional services, and the UK’s relationship with the EU.

We advised the body on its thought leadership content, and promoting its ground-breaking research in pertinent industry issues such as the EU referendum, London’s role as a financial centre and SME financing. We were responsible for sourcing media commentary opportunities and helped the executive team to respond quickly to challenging enquiries, crafting evidence-led responses and coaching the team prior to interview. We also supported TheCityUK’s programme of member media dinners: opportunities for its members to develop crucial relationships with senior journalists and discuss topical, interesting issues.

Results

TheCityUK is now renowned for its expertise across a vast range of policy areas, from the role of
financial services in regional economies, to the City’s relationship with Europe and the importance of cybersecurity in modern finance, to name just a few.

The volume of TheCityUK press coverage has increased 13 per cent over the past year, surpassing 2,000 mentions, with coverage in the Financial Times averaging out to 3 a month and 7 a month in City A.M. Appearances from TheCityUK spokespeople across broadcast outlets have increased 35 per cent over the same period.

The body’s insight and thought leadership research around the UK-EU debate has been quoted in Parliament by former Prime Minister David Cameron and, a year later, continues to be cited by politicians, business leaders and journalists. Bloomberg TV, Reuters, the BBC, and the Financial Times are among the many international outlets that consider TheCityUK a go to authority for financial industry commentary.

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