Erin Lovett, Associate Director 

Compliance. It’s a term which often conjures images of mind-numbing paperwork, burdensome processes and tedious regulations. Because of this, compliance functions and businesses have often struggled with an image problem. At best they’re perceived as box tickers, at worst they’re seen as the ‘Business Prevention Unit’.

But it doesn’t have to be this way. In an increasingly fast-paced business environment, where financial service providers are scrutinised at every turn, compliance should be a secret weapon. Over recent years it has emerged as the backbone of ethical business practices and will now take on guardianship of the ESG movement. The challenge lies in communicating this step change effectively to shift perception. 

So where to begin? There are a number of ways in which compliance businesses can change the narrative, but I believe these are among the most effective: 

Build a powerful proactive press office 

Gone are the days when compliance businesses could afford to be reactive. A proactive press office is – in effect - a megaphone to the world, allowing businesses to shape the narrative around compliance.  

Rather than waiting for scandals to break before speaking up, proactive press teams can be the voice of authority in turbulent times, offering insights on emerging regulations, best practices, and the benefits of robust compliance programmes. 

Put a face to compliance 

One of the most effective PR strategies is to humanise the brand. Compliance businesses should showcase the people behind their compliance solutions. They can share their stories, their passion for ethics, and their dedication to helping businesses thrive within regulatory frameworks. This approach transforms compliance from an abstract concept to a team of dedicated professionals working towards a common goal. 

Social profiling should not be overlooked, either. With so many first impressions made online, it’s imperative to craft an online persona reflecting the company's values, expertise, and commitment to compliance. Sharing thought leadership pieces, engaging in industry discussions, and showcasing the team's expertise can position the company as a knowledgeable partner that adds value, rather than a reluctant necessity. 

Educate to elevate

In a field as complex as compliance, sharing knowledge is undoubtedly the greatest PR tool. Developing a content strategy that educates the audience on the intricacies of compliance in an accessible way is key. Webinars, blog posts, and podcasts can all serve as platforms to demonstrate expertise while providing genuine value to the audience.

Beyond that, it's important to look beyond theory and offer real-world examples. If a client has implemented an ultramodern compliance programme, highlighting how it improved operational efficiency, enhanced customer trust, and delivered a boost in employee morale can be beneficial. By sharing such success stories, it can be demonstrated that compliance isn't just about avoiding negatives—it's about creating positives.

Challenge the narrative 

Compliance businesses can effectively address the often unfair and inaccurate narrative that has been built around compliance. By being bold in communications and speaking with authority, they can reposition compliance as a value driver. They can showcase the commercial benefits that a strong culture of compliance brings, and proactively communicate on how investors and acquirers alike are interrogating how businesses are approaching this critical function. 

As the future unfolds, it's clear that compliance will only become more important. From data protection to environmental regulations, businesses will need strong compliance partners more than ever. PR efforts should be used to position compliance companies at the forefront of these trends, ready to guide customers through the complexities of tomorrow's regulatory landscape. 

Through strategic PR efforts, it is possible to elevate compliance from a perceived burden to a recognised value add. By showcasing the true benefits of robust compliance programmes, the narrative can be shifted, contributing to a more ethical, transparent business world. The future of compliance is bright—and it’s the industry's job to make sure everyone sees it.

If you want to find out how our tailored PR approach can elevate your compliance credibility, get in touch with the Missive team today.