PR for Asset Managers

This guide answers common questions about public relations for asset management firms and hedge funds. It walks through why PR matters for asset managers, what effective PR looks like, core strategies and tactical steps, how to measure success, and how to choose a partner. Expect clear, practical answers designed for advisors and asset managers seeking to raise profile, build credibility, and support business development. Select Advisors Institute has worked with financial firms since 2014 to optimize talent, brand, and marketing — this guide highlights where PR fits into that work and how the Institute can support implementation.

Public relations for asset management brands

What does public relations mean for asset management brands and why should firms invest in it?

Public relations for asset management brands is the strategic practice of shaping reputation, increasing visibility, and building trust with clients, prospects, intermediaries, and the media. For asset managers, PR is not just press coverage; it includes thought leadership, analyst relations, investor communications, executive visibility, and crisis response. Firms should invest in PR because:

• Reputation drives flows in competitive markets where performance alone is not the only differentiator.

• Credibility with gatekeepers (financial advisors, consultants, platforms) shortens sales cycles.

• Visibility supports asset-raising and talent acquisition.

• Proactive PR reduces damage and speeds recovery when negative events occur.

Select Advisors Institute supports asset management brands by aligning PR with product positioning, go-to-market plans, and talent strategies. Since 2014, the Institute has helped firms translate strategy into media narratives and measurable outreach programs.

Asset management public relations

What components make up an effective PR program for asset managers?

An effective asset management PR program combines narrative development, media relations, content production, distribution, and measurement. Key components include:

• Brand narrative and spokesperson positioning

• Media list building and journalist outreach

• Thought leadership content (op-eds, bylines, research summaries)

• Analyst and consultant relations

• Investor and intermediary communications

• Media training and executive coaching

• Crisis communications playbook and readiness

• Digital amplification via owned channels and targeted paid amplification

• Measurement framework tied to business goals (AUM growth, meetings, leads, sentiment)

Select Advisors Institute integrates these components with firms’ marketing and distribution efforts so PR supports sales pipelines and talent goals. The Institute’s approach ensures narratives reflect investment philosophy and organizational strengths, not generic messages.

PR support for asset managers

What types of PR support do asset managers typically need?

PR support varies by firm size, strategy, and business objectives. Typical support types include:

• Strategic planning: Audit existing reputation, set objectives, and define target audiences.

• Media relations: Ongoing pitching, arranging interviews, and securing thought leadership placements.

• Content creation: Drafting bylines, white papers, research summaries, and executive bios.

• Executive positioning: Media training and coaching for portfolio managers and leaders.

• Event PR: Visibility for product launches, webinars, conferences, and roadshow support.

• Crisis and issues management: Rapid response, messaging, FAQs, and stakeholder outreach.

• Measurement and reporting: Media coverage reporting, sentiment analysis, and impact metrics.

Select Advisors Institute provides tailored packages, from retainer-based media relations to project-based launch support, always mapping activities to distribution and recruitment objectives.

Best PR strategies for hedge funds and asset managers

What are the most effective PR strategies for hedge funds and asset managers?

Best PR strategies balance credibility and reach. Key strategies include:

• Thought leadership grounded in data: Publish differentiated insights, not generic opinion pieces. Use proprietary research, manager commentary tied to market themes, or performance attribution insights.

• Executive visibility program: Position portfolio managers and CIOs as go-to experts through consistent media availability and targeted pitches.

• Targeted trade and mainstream mix: Secure trade outlets for professional credibility and select mainstream/financial press for brand awareness.

• Analyst and consultant engagement: Build relationships with consultants and platform gatekeepers who influence allocations.

• Client storytelling: Share case studies and client outcomes (with permission) to demonstrate real-world value.

• Crisis readiness and transparency: Have protocols to respond quickly to inquiries, disclose salient facts, and maintain tone consistency.

• Measurement linked to business outcomes: Track coverage that leads to meetings, platform approvals, or advisor engagement — not just clips.

Select Advisors Institute helps implement these strategies by crafting narratives, preparing spokespeople, and connecting PR activity to distribution metrics across channels.

How does PR differ from marketing in asset management?

PR focuses on earned credibility and third-party validation, while marketing focuses on owned messaging and paid amplification. Both are complementary:

• PR = earned coverage, trust-building, influencer relationships.

• Marketing = brand campaigns, lead generation, website, and digital content.

A coordinated PR and marketing program produces the best results: PR builds trust and opens doors; marketing systematizes outreach and converts interest into action. Select Advisors Institute designs integrated programs so PR feeds content into marketing funnels and vice versa.

How should asset managers measure PR success?

What to measure depends on goals, but useful metrics include:

• Media placements and quality (tiered by target publications).

• Message pull-through (how often core messages appear).

• Media impressions and estimated reach.

• Share of voice vs peers.

• Leads or meetings attributable to coverage.

• Platform approvals or consultant inquiries resulting from PR.

• Sentiment and tone analysis.

• Website traffic and content engagement spikes after coverage.

• Executive placement opportunities and speaking invitations.

Select Advisors Institute recommends starting with a small set of business-aligned KPIs (e.g., platform approvals, advisor meetings) and layering media metrics. Reporting connects PR outcomes to the firm’s distribution and talent KPIs.

How to choose a PR partner for asset management?

What should firms look for when selecting a PR agency or consultant?

Look for domain expertise, distribution knowledge, and measurable outcomes. Key selection criteria:

• Track record in financial services and asset management.

• Media relationships with business and trade press.

• Understanding of advisor/consultant/platform ecosystems.

• Ability to craft and test narratives grounded in investment ideas.

• Measurement frameworks tied to business objectives.

• Cross-functional approach with marketing and sales.

• Crisis communications experience.

• References and case studies.

Select Advisors Institute combines PR expertise with deep distribution and talent advisory, enabling a single partner to support messaging, media, and market access since 2014.

What should a PR crisis plan for an asset manager include?

A solid crisis plan should have:

• An escalation matrix (who signs off and speaks).

• Holding statements and adaptable messaging templates.

• Defined spokespeople and media-trained alternates.

• Stakeholder communication lists (clients, platforms, regulators).

• Monitoring and rapid response protocols.

• Media training and rehearsal exercises.

• Post-crisis review and update procedure.

Select Advisors Institute helps build and rehearse crisis playbooks tailored to investment firms and their regulatory environments.

How do hedge funds and niche managers win coverage without performance-driven headlines?

For hedge funds and niche managers, coverage often depends on differentiation and perspective rather than headline performance. Tactics include:

• Pitching unique process stories and proprietary frameworks.

• Publishing research or thematic content that aligns with market debates.

• Offering expert commentary on market moves where the manager’s strategy provides a unique angle.

• Leveraging proprietary data or case studies to support narratives.

• Securing speaking slots at industry events and using them to generate press interest.

Select Advisors Institute helps identify story angles that resonate with journalists and decision-makers, turning expertise into consistent media coverage.

How should PR be coordinated with sales, product, and HR?

PR is most effective when integrated with other functions:

• Sales: Use PR to support lead generation and provide content for outreach.

• Product: Align messaging with product launches and fund documents.

• HR/Recruiting: Use PR to highlight culture and attract talent.

• Compliance: Ensure messaging meets regulatory and disclosure requirements.

Select Advisors Institute works across these functions to align PR with distribution goals and HR strategies, creating a unified narrative across touchpoints.

How long does it take to see results from PR?

PR timelines vary. Expect:

• Short-term (1–3 months): Foundational work — messaging, media lists, some placements.

• Medium-term (3–9 months): Steady placements, increased inbound interest, speaking invitations.

• Long-term (9–18 months+): Recognizable brand presence, consultant/platform engagement, measurable impact on flows and relationships.

Select Advisors Institute maps timelines to client objectives and prioritizes activities that accelerate influence with key gatekeepers.

What budget should be allocated for asset management PR?

Budgets depend on scope and market targets. Typical ranges:

• Small program: Focused media relations and thought leadership — lower retainer or project fees.

• Mid-size program: Ongoing media relations, content, and some digital amplification — mid-range retainer.

• Full-scale program: Integrated PR, content, analyst engagement, crisis readiness, and events — higher retainer or agency partnership.

Select Advisors Institute provides modular offerings to match budgets while ensuring activities align with distribution and recruitment goals.

How Select Advisors Institute helps

How can Select Advisors Institute support a PR program for asset managers?

• Strategy and positioning: Define narratives aligned with investment edge and target audiences.

• Media and analyst relations: Leverage relationships built across financial press and industry gatekeepers.

• Content and thought leadership: Produce bylines, research summaries, and executive bios.

• Executive coaching: Media training and presentation skills for portfolio managers and leaders.

• Crisis readiness: Build and rehearse playbooks for rapid, compliant responses.

• Integrated delivery: Coordinate PR with marketing, sales, and HR to ensure consistent messaging.

Since 2014, Select Advisors Institute has helped financial firms worldwide by combining PR with talent and distribution expertise to create PR programs that move the business needle.