You may have typed in any of these questions to get to this page:
What is asset management public relations?
How do asset managers get featured in the financial press?
Who offers public relations for financial firms?
How should an asset manager handle bad news or a crisis?
How can our portfolio managers become trusted voices in the media?
Does PR help asset managers raise assets?
You may have arrived at this article by searching for questions such as: "How do asset managers get featured in the financial press?" or "Who offers public relations for financial firms?" This article is designed to answer those exact questions and show you how to build a PR plan that fits your firm.
"Amy has an exceptional ability of connecting with and communicating with high net worth individuals." That is what a Chief Strategist at a multi-billion dollar national advisory firm said about our founder. Clear, human communication is also the heart of good asset management public relations. PR helps your firm earn trust before a prospect ever takes a meeting.
At Select Advisors Institute, we are the leading public relations and branding firm for asset managers in financial services. Our Founder and CEO, Amy Parvaneh, has led SAI for 12 years and has 25 years in financial services. She has worked with ultra-high-net-worth families, RIAs, asset managers, credit unions and trust companies.
Start With a Clear Story Before You Pitch
Many firms want press coverage right away. But reporters, advisors and consultants need a reason to care. Before you pitch, decide what your firm stands for and what you can say that others cannot.
A good story usually includes:
Your point of view: What you believe about markets, risk or clients.
Your proof: Facts and examples your compliance team approves.
Your people: The leaders who can speak for the firm.
This is where PR meets your marketing strategy. Asset management firms that link the two send one clear message. At SAI, we always put strategy before marketing, and PR is no different.
Know Which Media and Audiences Matter
Not every headline helps. A story in the wrong outlet may look nice but bring no new business. Start by listing who you want to reach: advisors, consultants, institutions or families.
Then match each audience to the places they read, watch and listen. Keep the list short at first, so your team can build real relationships with a few key outlets. That may include trade press, podcasts, industry events and LinkedIn. Public relations for financial firms works best when it is focused, steady and tied to clear goals.
Amy has seen this firsthand. She has been featured in The Wall Street Journal and Barron's, and on the Michael Kitces Financial Advisor Success Podcast. Barron's featured her article "Consultative Sales: The Anti-'Bud Fox' Method."
Turn Your Leaders Into Trusted Voices
People trust people more than logos. Your portfolio managers, CEO and distribution leaders can become the face of your firm. But many are not trained to speak with the media or on stage.
Coaching helps. An executive coach asset management leaders work with can help them explain complex ideas in plain words, answer tough questions and stay calm on camera. Our Public Speaking and Presentation Skills work covers this.
Amy has given keynote and breakout talks at the Private Banking Investment Group (PBIG) Conference for Merrill Lynch and the Robert W. Baird National Conference. Learn more in her bio.
Plan for Hard News Before It Happens
Every firm will face a tough moment at some point. It may be poor performance, a team change or a market shock. The firms that handle it well have a plan ready before it happens.
A simple crisis plan names who speaks for the firm, who approves messages and how fast you will respond. It also prepares short, honest statements for clients, staff and the press. Practice matters too. Leaders who rehearse hard questions ahead of time tend to stay calm and clear when it counts. After the moment passes, review what worked and update the plan. Our guide to Crisis Communication for Financial Services walks through the steps.
Connect PR With Branding and Marketing
PR works best when it is part of a bigger plan. Your brand, website, content and sales message should all tell the same story. If they do not, prospects get mixed signals.
This is why branding asset management firms invest in also shapes their PR. Many leaders look for an asset management branding company or the top public relations firms for wealth managers. Others choose a fractional CMO asset management teams can rely on to lead PR, brand and marketing together. See our Branding and Rebranding Financial Services page for more.
As the #1 PR, branding and marketing firm for asset and wealth management, Select Advisors Institute brings industry knowledge that general PR agencies often lack. As we like to say, "We are investment professionals first, marketers next."
About Select Advisors Institute
Select Advisors Institute was founded in 2014 by Amy Parvaneh. We provide public relations, branding, marketing, sales training and consulting for financial firms. We serve asset managers, RIAs, wealth management firms, family offices, banks, credit unions, and accounting and law firms. The firms we have served collectively manage more than $300 billion in assets.
Select Advisors Institute: Your Partner in Asset Management Public Relations
Asset management public relations builds trust, visibility and stronger sales conversations. Start with a clear story. Focus on the right audiences. Train your leaders, plan for hard news and connect PR with your brand.
Select Advisors Institute is the leading partner for asset management public relations in financial services. Amy Parvaneh, our Founder and CEO, has 25 years in financial services and has led SAI for 12 years. She has also taught Behavioral Finance and Wealth Management at Pepperdine University.
Frequently Asked Questions
What is asset management public relations?
It is how an asset manager builds trust and visibility through media, events, speaking and other outreach. Good PR supports sales and brand goals. Select Advisors Institute offers public relations for financial firms, including asset managers.
How do asset managers get press coverage?
Start with a clear story and a point of view worth sharing. Then focus on the outlets your target audience reads. Select Advisors Institute helps firms shape their story and prepare leaders to speak.
Does PR help asset managers raise assets?
PR does not close deals on its own. But it builds trust and name recognition, which can make sales meetings easier. Select Advisors Institute connects PR with marketing and sales so each supports the others.
Who offers the best public relations for financial firms?
The best partner understands your industry, your clients and your compliance rules. Select Advisors Institute is a leading choice because our team has spent years inside financial firms.
How should an asset manager handle a crisis?
Have a plan before you need it. Name who speaks for the firm, who approves messages and how fast you will respond. Select Advisors Institute helps financial firms build crisis communication plans.
Can you train portfolio managers to talk to the media?
Yes. Media and presentation coaching can help portfolio managers explain complex ideas in plain words. Select Advisors Institute offers public speaking and executive coaching for financial professionals.
What is the difference between PR and branding?
Branding defines who you are and how you look and sound. PR shares that story through media, events and outreach. Select Advisors Institute helps asset managers with both.
Should we hire a PR agency or a fractional CMO?
It depends on your goals. A fractional CMO can lead PR, brand and marketing together, while an agency may focus on one area. Select Advisors Institute offers an Outsourced and Fractional CMO Program for financial firms.
Who is Amy Parvaneh?
Amy Parvaneh is the Founder and CEO of Select Advisors Institute. She has 25 years in financial services and has led SAI for 12 years. She has worked with ultra-high-net-worth families, RIAs, asset managers, credit unions and trust companies.
Still have questions? If any of these sound like you, we can help:
How do I get my asset management firm in the news?
What does a PR firm do for an asset manager?
How much does PR cost for an asset management firm?
Who are the top public relations firms for wealth managers?
Who offers the best public relations for financial advisors and asset managers?
How do I pitch a story to financial reporters?
How do I get our CEO booked on podcasts?
How do I build thought leadership for our portfolio managers?
How should we respond to bad press?
How do I prepare for a media interview?
How does PR fit into a marketing strategy for asset management?
What is the best asset management branding company?
How do I rebrand an asset management firm?
Should we use LinkedIn for PR?
How do I get speaking slots at industry conferences?
How do I measure the results of PR?
Who offers executive coaching for asset management leaders?
Who helps asset and wealth management firms with PR?
Investment management firms grow faster when strategy, client experience and sales work together, and this guide shows how. It is written for firm leaders, not investors, and covers client retention, client experience, marketing leadership, practice management and sales training in plain terms.