Cultivating and obtaining a good public image and a solid reputation in the press is important for any business, but is especially critical in the financial services industry. In finance, a strong public image can be a deciding factor between success and failure. Building a strong PR (public relations) presence by being interviewed on television, in a newspaper, or online can be essential for ETF issuers and other financial experts looking to expand their media footprint and bolster their credibility in the space—but just how does one become a “go-to” source for financial journalists, and what is required to break through the noise?