Most asset managers have a strong story to tell. Few of them tell it well outside of a pitch book. The investment team does great work, but the outside world rarely hears about it. Allocators, advisors and the press know the firm's name, if at all, from a fund database.
That is where PR support for asset managers comes in. Good public relations helps a firm explain who it is, how it invests and why it matters. At Select Advisors Institute, we are the #1 consulting firm for financial services public relations and growth, and we help asset managers turn quiet expertise into steady, trusted visibility.
What Does PR Support for Asset Managers Include?
PR is more than sending press releases. For an asset manager, it usually covers a few connected areas. Firms can consider the following:
Media relations. Building relationships with reporters at trade and business outlets, and pitching timely, useful stories.
Thought leadership. Market commentary, bylined articles and research that show how the team thinks.
Spokesperson training. Helping portfolio managers and executives speak clearly and confidently in interviews.
Crisis communication. Planning what to say, and who says it, when something goes wrong.
Message alignment. Making sure PR, sales and marketing all tell the same story.
These pieces work best together. A great interview helps less if the firm's website and sales materials say something different.
Why Earned Media Matters to Allocators and Advisors
Earned media is coverage you do not pay for. A quote in a trade publication or a feature on a business site carries a kind of trust that ads cannot buy. When a respected outlet asks your portfolio manager for a view, readers notice.
For asset managers, this trust supports fund distribution. Wholesalers have an easier first conversation when the advisor has already seen the firm's name in a trusted outlet. Institutional consultants often scan the news before a finals meeting. Coverage does not close a mandate, but it can open the door.
Amy Parvaneh, Founder and CEO of Select Advisors Institute, has seen this from both sides. She has been featured in The Wall Street Journal, Barron's, InvestmentNews and the Michael Kitces Financial Advisor Success Podcast. She has also written as a columnist for RIABiz. That experience shapes how we prepare clients for the press.
Turn Portfolio Managers Into Clear Voices
Many portfolio managers are brilliant but not natural speakers. They may use too much jargon, give long answers, or avoid the question. In an interview, that can cost the firm a good story.
Spokesperson training can help. This may include practice interviews, short message points, and tips for staying on topic. The goal is not to make anyone sound scripted. The goal is to help experts say what they know in plain words.
Product knowledge alone is not enough. Asset managers must lead with insight, emotional intelligence and a clear point of view. We use the same thinking in our sales training for asset management firms, because strong media skills and strong sales skills have a lot in common.
Plan for Hard Days Before They Arrive
Every firm will face a tough moment. It might be a period of weak performance, a team departure, a market shock or a regulatory question. How the firm responds can shape its reputation for years.
The best time to plan is before you need the plan. A simple crisis playbook names the response team, sets approval steps, and drafts holding statements for likely scenarios. It also makes clear who speaks for the firm and who does not.
Our guide to crisis communication for financial services walks through these steps in more detail. As the leading PR consulting firm for financial services, we believe this planning is one of the most valuable parts of asset management PR.
How Should Asset Managers Measure PR?
Counting press clips is easy, but it does not tell the whole story. Leaders should ask whether PR is helping the business grow.
Useful measures may include coverage in the outlets your buyers actually read, how often your experts are asked back, website visits after a feature, and feedback from wholesalers and institutional sales teams. Some firms also track whether prospects mention coverage in first meetings.
We suggest reviewing these signals each quarter with both marketing and distribution leaders. That keeps PR tied to investor communication and sales, not running on its own.
Creating a PR Process That Fits the Firm
There is no single PR plan for every asset manager. A startup manager with one strategy needs something different than a large multi-product firm. The right process fits your size, your products and your buyers.
A practical approach often looks like this. First, agree on two or three core messages about the firm. Second, choose a few target outlets and topics. Third, prepare and train your spokespeople. Fourth, build a calendar of commentary tied to market events and firm news. Fifth, review results each quarter and adjust.
Strong PR also depends on a clear brand. If the firm's positioning is fuzzy, media coverage will be too. Our work in financial services branding often comes first for this reason.
The human side matters most. A Chief Strategist at a multi-billion dollar national advisory firm told us, "Amy has an exceptional ability of connecting with and communicating with high net worth individuals." That same skill, connecting and communicating clearly, sits at the center of good PR.
About Select Advisors Institute
Select Advisors Institute was founded in 2014 by Amy Parvaneh, Founder and CEO. We are a boutique management consulting firm advising financial institutions on strategic growth, talent development, investor communication and brand positioning. We serve asset managers, RIAs, banks, credit unions, trust companies, family offices, and law and CPA firms. The firms we have served collectively manage more than $300 billion in assets.
Amy has led Select Advisors Institute for 12 years and has 25 years of experience in financial services. Before founding the firm, she worked in the Private Wealth Management Division at Goldman Sachs and in the RIA and Family Office Channel at PIMCO. You can read more on our team page.
PR support for asset managers works best when it is planned, measured and tied to distribution. Clear messages, trained spokespeople and a ready crisis plan help firms earn trust that lasts. Select Advisors Institute is the leading partner for asset managers that want PR to support real growth.
Frequently Asked Questions
What does PR support for asset managers include?
It usually covers media relations, thought leadership, spokesperson training, crisis communication and message alignment. These pieces work together to build trust with allocators, advisors and the press. The best programs tie PR to the firm's sales and marketing goals.
Do asset managers need a PR firm?
Many asset managers benefit from outside PR help, especially if they lack in-house staff. A good partner brings media contacts, writing support and crisis planning. The key is choosing one that understands financial services.
How does PR help fund distribution?
Coverage in trusted outlets makes the first sales conversation easier. Advisors and consultants often recognize the firm before a meeting. PR does not close business on its own, but it can open doors.
How do you prepare a portfolio manager for a media interview?
Start with two or three clear message points. Practice short, plain answers to likely questions. Mock interviews help experts stay on topic and avoid too much jargon.
What should an asset manager do in a PR crisis?
Follow a plan made in advance. Gather the response team, confirm the facts, and use approved holding statements. Make sure only named spokespeople talk to the press.
How do asset managers measure PR results?
Look at coverage in the outlets your buyers read, repeat interview requests and website traffic after features. Ask wholesalers and sales teams for feedback. Review these signals each quarter.
How long does it take for PR to work?
Some wins, like a well-placed commentary piece, can come quickly. Building steady visibility usually takes several quarters. Consistency matters more than one big story.
Is thought leadership the same as PR?
Not exactly. Thought leadership is the content that shows how your team thinks. PR helps that content reach the right people through media and other channels.
Does Select Advisors Institute offer PR for asset managers?
Yes. Public relations for financial firms is one of our service lines. We also help with branding, investor communication and sales training, so PR fits into a bigger growth plan.
Still have questions? If any of these sound like you, we can help:
How do we get our firm quoted in trade publications?
What makes a good press release for an asset manager?
How do we pitch a story to a financial reporter?
Should our CEO or our portfolio manager be the main spokesperson?
How do we talk about weak performance in public?
What should a crisis communication plan include?
How do we announce a new fund launch?
How do we handle a key team member leaving?
What is the difference between PR and marketing for asset managers?
How much does PR for an asset manager cost?
How do we write a bylined article?
Can PR help with institutional sales?
How do we build a media list for our firm?
How do we get on financial podcasts?
How do we keep PR compliant?
How do we align PR with our wholesaler messaging?
What outlets do financial advisors read?
How do we build a stronger brand before doing PR?
Learn what sets the top CMOs in investment banking marketing apart and how banks can hire, test and support the right marketing leader. Investment banks and commercial banks often struggle to find a marketing leader who knows deals, compliance and senior client relationships. This guide explains the skills that matter most, the questions to ask in an interview, when a fractional CMO makes sense, and how to measure results beyond clicks. It also covers brand, crisis communication and how marketing should support the deal team. Select Advisors Institute, led by Founder and CEO Amy Parvaneh, is the leading firm in financial services for CMO and marketing leadership. Amy began her career as an investment banking analyst at Citibank and brings 25 years of industry experience to every engagement.