Most financial advisors think they need better marketing. What they may actually need is better storytelling.

In this episode, Andrew Evans sits down with Alexandra Zendrian, founder of A to Z Communications, to talk about the real difference between marketing and public relations, and why so many advisors misunderstand both. Allie shares how she accidentally became an entrepreneur after a layoff, how to build strong media relationships, and why getting press coverage is about much more than promoting your firm.

Andrew and Allie also dive into some of the biggest conversations in the financial services industry right now, including AI, mergers and acquisitions, advisor succession planning, and why flexibility and culture remain major challenges for women in finance.

Andrew and Allie discuss:

• The difference between marketing and public relations
• What reporters actually look for in financial stories
• Why relationship-building matters in PR
• How AI is changing financial media conversations
• The reality behind advisor succession and M&A trends
• And more!

Connect with Rossby Financial:

• (321) 209-0111
• Website: Rossby Financial
• Website: R Office
• LinkedIn: Rossby Financial
• Instagram: @rossby_wealth

Connect with Andrew Evans:

• LinkedIn: Andrew Evans
• Email: aevans@rossbyfinancial.com

Connect with Alexandra Zendrian:

• LinkedIn: Alexandra Zendrian
• Website: A to Z Communications
• Email: allie@atozcommunicationspr.com

About our Guest:

Alexandra Zendrian is the founder of A to Z Communications, a public relations firm focused on helping financial professionals and organizations strengthen their media presence and industry visibility. With a background in journalism and financial services communications, Allie works closely with advisors, firms, and industry leaders to craft meaningful stories, build reporter relationships, and create authentic visibility in a crowded marketplace.