Your market strategists and rockstar portfolio managers frequently get to New York where many in the financial media live and work. Taking advantage of their travel to make introductions to key reporters can be a great use of time. While getting busy investment pros to meet with journalists or do in-studio broadcast interviews can be a heavy lift, we [...]
This is big. You’ve likely read and heard your fill of the transformative potential of artificial intelligence (AI) not just in the world but in investment management. But as public relations and digital marketing professionals, we need to weigh in on how we see AI—and specifically AI-powered search—radically shaking up opportunities for ETF and mutual fund companies, among others. [...]
Many companies spend hours developing their news release content but very little time thinking about distribution. It is not enough to simply post your news release to “the wire.” Today’s news release distribution opportunities are many. In fact, media is just one audience for your news, and you should seek to get news directly into the hands of the [...]
We’re coming up on two years since the SEC began enforcing its new Investment Advisor Marketing Rule in November 2022. When we first reviewed the rule, we noted the need for advisory firm marketers to think carefully about what is—and isn’t—an “advertisement” as now defined. In our work, for example, the question may arise with respect to news releases, [...]
Fairly or not, there’s nothing quite like a glitzy broadcast appearance to build your credibility and burnish your bona fides with investors, clients, prospects and, perhaps most importantly, your parents and immediate family (who have never really understood what you do and whether it matters, but will be most impressed to see you on camera with someone who does!). [...]
I just happened to be holding a theater-style box of candy last week when I began to read an article about how Google search ranking works. The more I read, the deeper I was drawn into the story as if it was a movie on the big screen and I was fully engaged, while chomping on the candy. The [...]
Most clients understand intuitively that old-fashioned Advertising Value Equivalent (AVE) metrics are to be strictly ignored as they offer no meaningful information or strategic value. Glib reporting can actually do damage by distracting decision-makers from what matters to the business. We’ve generally found other canned metrics—the ones easily pulled from media monitoring tools—to be unhelpful. Take Share of Voice [...]
Media organizations have made great progress in making their newsrooms more diverse, with the ultimate goal of creating content that’s more representative of their audience. Through internship opportunities, targeted recruiting initiatives and thoughtful mentoring programs for underrepresented groups, the wheel is beginning to turn, albeit slowly. We’ve been struck by explicit demands from journalists for greater diversity in their sources over the last few years. While recent court cases and pushback on corporate diversity efforts have slowed these [...]
Whether you talk to the media weekly or once in a blue moon, you should have a trio of top-level messages on replay. Lowe Group public relations and content services clients are well aware of message triangles. Crafting and shaping these core media messages for our investment firm clients has been a foundation of our work since 2003. Why? [...]
Did Ethereum provide any additional marketing inspiration for the eight teams responsible for launching the spot Ethereum ETFs Tuesday? Let’s take a look. It would have been hard to match the sheer thrill of January 11 when 11 spot bitcoin ETFs went live and ETF marketing went wild. For one, marketers had a longer run-up to the bitcoin product. [...]
