No so, according to Kathryn Morrison, CEO and president, SunStar Strategic.
She likens marketing an ETF to marketing a pinata in that much like a pinata, there are many goodies tumbling around inside. When you "crack open" an ETF you can see all the great companies inside.
Morrison believes there are many ideas available when pitching an actively managed, open-end mutual fund to the media. In her recent article, "Marketing ETFs vs. Marketing Mutual Funds," Morrison shares some of these great tips.
Because ETFs rely much more on market niches and a specific group of investors than other mutual funds, a spokesperson trained to to speak about the market and the particular trend in play will have greater success.
If you're preparing to market ETFs make sure to check out the full article.