Media coverage doesn't happen by accident. Asset managers that consistently appear in financial publications typically have a clear media strategy, well-prepared spokespeople, and ongoing relationships with journalists who cover the investment industry. While strong investment performance is important, it's rarely enough on its own. Earning media coverage requires a proactive approach that helps reporters understand what makes your firm and investment philosophy worth covering.
Many firms assume reporters will eventually discover them if they have good products or strong performance. In reality, financial journalists are looking for timely insights, knowledgeable sources, and firms that can explain complex investment topics in simple language. A proactive media relations program helps position your firm as a trusted resource while increasing visibility among investors, financial advisors, consultants, and other key audiences.
Why do some asset managers receive more media coverage than others?
Have you ever wondered why some asset management firms receive media coverage and some don’t? Or why doesn’t your firm receive any coverage while a similar firm with a comparable structure and assets under management was just profiled in Barron’s?
What are you missing that the competition isn’t?
It’s easy to assume other companies get coverage because they have better products, stronger performance, or simply better luck. In many cases, the difference is much simpler. Firms that receive consistent media coverage have invested in telling their story.
A successful media relations program communicates what makes an asset management firm different. That could be their investment philosophy, research capabilities, portfolio construction process, or the experience of their investment team. Reporters are looking for knowledgeable sources who can provide valuable perspective, not promotional sales messages.
Ultimately, an effective media relations program serves two important purposes:
- It helps strengthen relationships with existing clients and shareholders.
- It increases visibility among prospective investors and financial advisors.
Build a media strategy before pitching reporters
Before reaching out to journalists, it's important to develop a clear communications strategy.
Many asset managers choose to work with a public relations firm that specializes in financial services because those firms understand the industry, know the financial media landscape, and have experience positioning investment professionals as credible sources. Many find that boutique firms have an advantage over larger firms – less red tape and bureaucracy.
Before “jumping in”, a good PR firm will spend time talking with portfolio managers, analysts, executives, and other key stakeholders to understand the firm and what makes it stand out. They help firms identify what differentiates their investment approach from their competition and vocalize what their team brings to the market.
Those conversations become the foundation of a media relations program.
From there, messaging is developed around the firm's strengths, whether that's long-term investment performance, portfolio construction, risk management, market expertise, or specialized investment capabilities.
A strong website also plays an important role in an effective media relations program Media coverage can introduce new audiences to your firm and drive them to your website to learn more, while reporters may also visit the site when evaluating potential sources. Your website should clearly explain who you are, what you do, and why your firm stands out. It should also be easy to navigate, mobile friendly, and regularly updated with fresh, educational content.
When these pieces are in place, you're in a much stronger position to begin building relationships with the media.
Choose and prepare the right spokespeople
Not everyone within an organization should serve as a media spokesperson. Those selected to represent the firm become its public face and voice. They should have deep subject matter expertise, be able to communicate clearly, and be comfortable discussing market trends, investment strategies, and industry developments.
Once those individuals have been identified, media training becomes one of the most valuable investments a firm can make.
Many people assume media training is simply about learning how to appear on television. While on-camera experience is certainly helpful, that's only one part of the process.
The real value comes from developing clear, consistent messages that can be delivered confidently during interviews, whether those conversations take place on television, over the phone, or via video conference.
Media training also helps executives prepare for difficult questions, stay focused during interviews, and explain complex investment topics in language that investors and reporters can easily understand.
These executives aren't simply speaking to reporters. They're representing the firm to current clients, prospective investors, financial advisors, consultants, and anyone else who may discover the interview after it's published.
Brand recognition matters
The more often people see and hear thoughtful commentary from your investment professionals, the more familiar your firm becomes. That familiarity helps build credibility over time and can make future conversations with prospects easier because they're already familiar with your people and your expertise.
Develop relationships with financial journalists
Once your messaging is in place and your spokespeople are prepared, it's time to begin building relationships with the media.
This is where an experienced financial services PR firm can make a significant difference. On average, there are six publicists for every one reporter, and as a result, reporters receive countless pitches every day, so relationships matter. Journalists are more likely to speak with sources they know can provide thoughtful, timely insights and respond quickly when news breaks.
Media interviews may take place during organized media tours, over the phone, by video conference, or in person at industry conferences and events. Regardless of the format, preparation is essential.
Before every interview, your PR team should discuss the reporter's background, the publication's audience, and the topics likely to be covered. Having that context allows spokespeople to prepare without sounding rehearsed.
The goal isn't to memorize answers. It's to understand the conversation, communicate your key messages naturally, and provide useful perspective that helps the reporter tell the story.
Media visibility doesn't happen overnight
One interview is unlikely to transform a firm's visibility overnight. Instead, media relations is a long-term process built on consistency.
Every interview introduces your firm to a new audience. Every published quote increases your credibility. Every conversation with a reporter helps strengthen a professional relationship that may lead to future opportunities.
Patience matters
One of the realities of working with the media is that journalists frequently change roles and publications. A reporter you speak with today may become an editor or senior writer somewhere else a few years from now. Building genuine relationships over time often creates opportunities that no single media pitch ever could.
Firms consistently appearing in the financial media aren't necessarily the ones sending the most pitches. More likely, they’re the firms that have invested the time to become trusted, reliable sources reporters know they can call.
The bottom line
Media coverage isn't about getting your firm's name into the news once. It's about becoming a trusted source of insight for reporters, investors, and financial advisors over time.
That starts with a clear message, knowledgeable spokespeople, and a willingness to invest in long-term relationships with the media.
Success in any business is built on relationships, and media relations is no different. The strongest media visibility doesn't come from a single pitch or interview. It comes from earning the trust of reporters over time and becoming a reliable source they know they can count on.
FREQUENTLY ASKED QUESTIONS
How do asset managers get media coverage?
Asset managers earn media coverage by developing a clear media strategy, identifying knowledgeable spokespeople, building relationships with financial journalists, and consistently providing timely insights that help reporters cover the investment industry.
Why do some asset managers receive more media coverage than others?
Firms that appear regularly in the financial media typically invest in public relations, thought leadership, media training, and ongoing relationships with journalists. Strong investment performance alone is rarely enough to generate consistent coverage.
What makes an asset management firm newsworthy?
Reporters are looking for knowledgeable sources who can explain market events, investment strategies, economic trends, and industry developments. Firms that provide timely, insightful commentary are more likely to become trusted media resources.
Do portfolio managers need media training?
Media training helps portfolio managers and other executives communicate complex investment topics clearly, stay focused during interviews, and confidently handle difficult questions from reporters.
How long does it take to build media relationships?
Media relationships are built over time. While some opportunities may develop quickly, consistent visibility usually comes from maintaining long-term relationships with journalists and regularly providing valuable insights.
Should asset managers hire a financial services PR firm?
Many asset managers work with PR firms that specialize in financial services because those firms understand the industry, have established relationships with financial journalists, and can help position investment professionals as credible media sources.
How can media coverage help an asset management firm grow?
Consistent media coverage can strengthen credibility, increase brand recognition, support relationships with existing clients, and introduce your firm to prospective investors, financial advisors, and other audiences who may not have been familiar with your organization.