What do financial planning organizations communicate to stakeholders and consumers?

An empirical narrative analysis

Abstract

This study examined how financial organizations present relevant information to stakeholders and consumers and what differences exist between what organizations intend to deliver and what con- sumers and stakeholders perceive from the communication channels. Using a text mining technique, text data collected from financial planning organizational websites, social media, and news reports were analyzed. The results showed that the financial planning organizations successfully address their own position in the financial planning profession; however, financial planning organizations often fail to communicate specifics about their value to consumers. The findings suggest that financial planning organizations should enhance messaging strategies to promote both the organization and the profes- sion it uniquely serves.