Leveraging macroeconomic indicators to secure placements can be an effective tactic in any financial services PR toolkit. With key economic data releases happening weekly, monthly, and quarterly, they offer a built-in rhythm for placing timely, relevant commentary that aligns with the news cycle. The key is knowing which indicators matter most and aligning the spokesperson’s commentary in the most insightful way at just the right moment.
The U.S. Economic Indicators That Matter Most
Some indicators make national news every time in the U.S., like the Consumer Price Index (CPI), which is released mid-month and provides a high-level update on inflation, the Non-Farm Payrolls report (a.k.a. jobs report), which comes out the first Friday of every month and gives a snapshot of employment trends, and the Federal Reserve’s FOMC decisions, which typically come out eight times a year during scheduled meetings.
Others, like the PCE Price Index (the Fed’s preferred inflation gauge) and the Gross Domestic Product (GDP) report, also move markets and shape headlines. These are the moments when financial reporters are looking for insightful, forward-looking commentary to help explain the data and what it means for markets.
Keep in mind the changing importance of specific indicators over time. For instance, in 2022 and 2023, CPI reports were pivotal for the equity markets as inflation was a key concern. However, over the past year, as the Fed’s plans for a soft landing started to materialize, the focus shifted from solely taming inflation to also maintaining a healthy labor market, increasing the relevance of indicators such as non-farm payrolls and jobless claims. This year, there has been a market shift back to inflation as a focal point, a result of the markets closely watching the impact of President Trump’s tariff policy. The focus of the market can change quickly, and as the media reflects these shifts, it’s crucial for clients to stay ahead of the curve.
When and How to Pitch Economic Commentary
How do you get your spokesperson quoted when these numbers hit the wire? It all comes down to preparation and timing.
Reporters often start drafting their stories before the data is released. For high-profile indicators like CPI, jobs data, or FOMC decisions, it’s best to send written commentary the afternoon before, giving journalists an early look at your client’s perspective.
If your spokesperson’s commentary is only available the day-of, try to send it to reporters one hour ahead of the release time. Any later than that, and it will likely be too late to get their quotes included in the story. The faster you can deliver a smart, relevant quote, the more likely your spokesperson is to land a mention.
Crafting Insightful, Scenario-Based Commentary
The most valuable commentary is forward-looking—providing an outlook, not just a recap. Journalists want to hear what the data could mean for markets, policy, and the broader economy. Spokespeople should frame their insights in a clear, easy-to-digest format that anticipates different outcomes.
Commentary can come in many forms, such as a paragraph or bullet points. It should offer brief insights for different potential outcomes. For example, ahead of a major inflation print like CPI or PCE, a client can offer brief insights for three different outcomes:
- If CPI is hotter than expected
- If CPI is in line with expectations
- If CPI is cooler than expected
The more prepared and forward-looking your spokesperson’s insights are, the more likely they are to become go-to sources in future news cycles.
Also, be sure to state in the email who should be quoted for the commentary, including their role and firm—this adds credibility and makes it easier for reporters to attribute the insight properly.
Plan Ahead to Stay Ahead
As with all marketing communications and PR strategies, consistency and planning go a long way. Build an economic calendar into your media outreach so you’re always looking ahead to the next big release. Economic calendars showing the schedules of these indicators can be easily found online on financial websites.
With an organized plan, relevant insights, and fast execution, your asset managers won’t just be reacting to the news—they’ll be shaping it.
Relevant Coverage:
- US News & World Report, Inflation Remains a Problem as March Consumer Prices Come in Above Expectations – CPI
- The Hill, January inflation eases in Fed’s preferred measure – PCE