One of the most important priorities for hedge funds should be asset growth. However, with the pool of capital investors allocated being in decline, there have been plenty of notable names that have suffered losses in the industry in recent times.

This means that raising, as well as retaining capital, is very important for hedge funds. One of the best ways for hedge funds to do this is through positive public relations – a good public relations strategy has the ability to increase both the awareness and the interest with investors, while also demonstrating the fund’s investment expertise and building its credibility in the industry.

However, many hedge fund managers tend to be suspicious towards public relations, and even associate PR with attention-seeking, while they only focus on the risks and the downsides of a PR strategy. Most hedge fund managers tend to prefer to stay out of the eye of the public.

While these managers understand that the fund’s reputation is important and that thinking strategically about managing that reputation is ideal because this way they can avoid dealing with any sort of negative press, they still prefer avoiding any sort of interaction with public relations agencies.

Nevertheless, hedge fund managers should look at hedge fund PR as a way to manage the business’s reputation and strategically build the brand of the hedge fund in order to support raising and retention of capital, because when a strategy is executed well, it ends up having a significant positive impact on the success of the business.

In practice, this means that hedge funds need to look to their own corporate strategies and think about the type of brand they want to build, not only on the investment edge of the firm but also on other interest factors such as values and culture of the business. A PR agency can help hedge funds with this by providing positive media coverage, which acts as a type of third-party validation for the public.

The agency is also very helpful when it comes developing an attractive and professional-looking landing page or website for the hedge fund, and provides valuable and insightful content on that website, that ranges from video material to written content that’s going to establish the hedge fund as a thought leader in the industry.

Furthermore, when a hedge fund manager wants to speak to the press, or a media outlet, working with a public relations agency is beneficial, because many agencies offer media training so the spokesperson for the hedge fund will be completely prepared before they appear before any representatives from the press. This way, the hedge fund spokesperson can convey all of the key messages and avoid stating anything that could potentially lead to damages to the business.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.