DO SPANISH JOURNALISTS CARE ABOUT ASSET MANAGEMENT                 COMPANIES INFORMATION?                                 ...
ÍNDICE ASSET MANAGERS PROMINENCE     Do you think media assign enough space to investment funds?  THE COMMUNICATION OF SPA...
Asset Managers Prominence                                           Do you think media assign enough space to             ...
PROTAGONISMO DE LAS GESTORAS DE FONDOS DE INVERSIÓN                                                                      Ó...
Why do you think they do not assign enough space?Journalists consider it as a complex topic for they readers (36%) or litt...
Communication peculiarities in general and specialised press & webs What do you ask for to an asset manager communications...
Communication peculiarities in general and specialised press & websWhat do you ask for to an asset manager communications ...
Communication peculiarities in local pressDo you think media assign enough space to investment funds?                     ...
Communication peculiarities in local pressDo you contact on a regular basis with asset managers in order to know theiropin...
Communication peculiarities in Radio and TV     Do you think media assign enough space to     investment funds?        Whe...
The communication of Spanish and                  foreign asset managers                                        …But what ...
What type of information do journalists demand?                                                            Ranking        ...
Do you notice any difference in the information quality provided by asset   managers with an organised communications stru...
Asset managers communication 2.0                                               20Report Observatorio Inverco - Evercom
Do you look up national and international asset managers information in blogs and social networks?                        ...
Why don’t you look up information in blogs and social networks fromasset managers?           gMost frequent answers       ...
Which asset managers are more active in online communication (blogs, twitter, twitter social network presence)? (*)       ...
What type of information should asset managers need to have on theirblogs and social networks in order to be interesting f...
The 2.0 aim of asset managers’ presence in Social Media               Reports, Analisys, Market                           ...
Conclusions: Asset managers challenges                          managers’Report Observatorio Inverco - Evercom
The challenges of AM entities in Spain:           g                      p  Adequate asset managers’ messages in order to ...
ABOUT OBSERVATORIO INVERCOObservatorio Inverco is an initiative created by the Asociación de Instituciones de Inversión Co...
Thank you!                                                       y                                        Comunicación y R...
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“DO SPANISH JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION?”

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At Evercom (former C&IC) we have done a survey along with the Observatorio Inverco to know the perception of asset management companies by the Spanish journalists. We spoke with journalists from general media (financial section), financial media, investment funds media, local press and TV and Radio (68 journalists in total), to reach a few conclusions on the information that they receive and the information they would like to receive.

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“DO SPANISH JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION?”

  1. 1. DO SPANISH JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION? Survey on the perception of asset managers by the Spanish journalists Madrid, July 2011 evercom comunicación y relaciones públicas Financial communications department 1Report Observatorio Inverco - Evercom
  2. 2. ÍNDICE ASSET MANAGERS PROMINENCE Do you think media assign enough space to investment funds? THE COMMUNICATION OF SPANISH AND FOREIGN ASSET MANAGERS… BUT WHAT IS MANAGERSMEDIA LOOKING FOR? What type of information do journalists demand? ASSET MANAGERS COMMUNICATION 2.0 Do you look up national and international asset managers information in blogs and social networks? The 2.0 aim of asset managers’ presence in Social Media 20 managers CONCLUSIONS Asset managers challenges Report Observatorio Inverco - Evercom
  3. 3. Asset Managers Prominence Do you think media assign enough space to investment funds?Report Observatorio Inverco - Evercom
  4. 4. PROTAGONISMO DE LAS GESTORAS DE FONDOS DE INVERSIÓN ÓDo you think media assign enough space to investment funds? Almost 7 out of 10 journalists considered they should assign more space Financial press, specialised webs press webs, radio and TV are the media that most considered that the space assigned is insufficient The funds industry will reach a bigger target if they work better and keep a permanentrelationship with general and local press Report Observatorio Inverco - Evercom
  5. 5. Why do you think they do not assign enough space?Journalists consider it as a complex topic for they readers (36%) or little interesting (32%) thatis not able to obtain space if it’s compared with other investment products information A 68% consider it little interesting a d a tt e te est g and ‘hard to sale’ topic Asset managers should explain better and in a more didactic way the information related tothese products. Asset managers communication is seen as distant Report Observatorio Inverco - Evercom
  6. 6. Communication peculiarities in general and specialised press & webs What do you ask for to an asset manager communications department? “To be faster and dynamic, because we can not anticipate topics in advance… Financial Press “They should explain in a clear and straightforward way why things happen. If economy and product is better understood, products will be better seen and To foreign asset managers: that will improve sales… “If they provide the information translated, much better… “More active. When you need something, does not have to be as if you were asking and interview with the Pope. We need immediacy… “More open in their comments. Not everything has to be funds information, they should be able to comment information about markets... Report Observatorio Inverco - Evercom
  7. 7. Communication peculiarities in general and specialised press & websWhat do you ask for to an asset manager communications department? General Press “Less barriers… Quickness, pro- To foreign asset managers: “They should try g g y y activity and to relate their market information with the WWW reactivity… Spanish market… “To provide as soon as possible“More transparency… product information… “For us the priority is market information Nevertheless For us, information. Nevertheless, it is also good to have all the information about those breaking-record funds … “To answer when they are asked for reports or comments...” (to say yes or to say no) Report Observatorio Inverco - Evercom
  8. 8. Communication peculiarities in local pressDo you think media assign enough space to investment funds? YES= 50% NO= 50% “Little interest… ¿Why not? “Sophisticated products… “Specialised topic for media…” “Other topics like equity are “Few paper and this themes remain Few more important… out… Report Observatorio Inverco - Evercom
  9. 9. Communication peculiarities in local pressDo you contact on a regular basis with asset managers in order to know theiropinion about the Spanish equity market? “Extremely complex information for local Extremely media… “I gather information from newswires… “I usually call brokers directly… I directlyDo you contact on a regular basis with asset managers in order to know theiropinion about the international equity market? “We do not do analysis, just domestic market… Local journalists dont identify the asset management companies as an information source L lj li t d t id tif th t t i i f ti Report Observatorio Inverco - Evercom
  10. 10. Communication peculiarities in Radio and TV Do you think media assign enough space to investment funds? When you broadcast information 1) Retirement about investment funds pension funds, 2) Market i i M k t vision funds or quotes from the industry, 3) Equities and profitability what content do you usually 4) More attractive sectors transmit? ) 5) Number of pension funds acquired, p q , more profitable funds…What type of information will you prefer to receive from asset managers? 1) Investment advice in difficult situations 2) Equities opinion 3) Investment in profitable funds 4) Topics related with economy, retirement… If the investment funds information has a didactic and actual orientation, focused on thecommon investor, will gain more space in audiovisual media. Report Observatorio Inverco - Evercom
  11. 11. The communication of Spanish and foreign asset managers …But what is media looking for?Report Observatorio Inverco - Evercom
  12. 12. What type of information do journalists demand? Ranking 1st: Market comments “Foreign asset 2do: New products managers do not 3ero: A 3 Appointments and other corporate i t t d th t communicate news many The main corporate complaint is p news… that Those journalists that cover fund journalists information are just interested in only receive content related to corporate information i f tiThere are many foreign movements about newasset managers that only Spanishsend information but assetthey do not answer managersquestions… products… Report Observatorio Inverco - Evercom
  13. 13. Do you notice any difference in the information quality provided by asset managers with an organised communications structure (internal g g ( department or agency)? NO. NO It depends on the manager YES. They know how to focus the information. They filter those contents thatNO difference, just more have more interest..information. Spanish assetmanagers have a biggercommunications team and YES. Usually, foreign asset managersthey only sen product that work with agencies provide theinformation information translated YES. Foreign asset managers usually workNO. There are asset managers with a with agencies. If they don’t, they do not sentcommunications department and they informationdo not send information Yes. Better presented and structured Yes. There are more sensible to the information you may need Report Observatorio Inverco - Evercom
  14. 14. Asset managers communication 2.0 20Report Observatorio Inverco - Evercom
  15. 15. Do you look up national and international asset managers information in blogs and social networks? Almost 4 out of 10 journalists look up information on a regular basis in blogs and social networks where asset managers (or financial entities) participate Journalists from financial media are the most active in the search of online informationabout asset managers. Journalists from general press usually look online information aboutfinancial entities. Report Observatorio Inverco - Evercom
  16. 16. Why don’t you look up information in blogs and social networks fromasset managers? gMost frequent answers Lack of time I only check information when is related to trending topics I check the information published on their web pages I do not know which ones offer these tools kno hich I only look up information of financial entities y p I do not follow these information on a daily basis because I do not need it in order to acquire information Report Observatorio Inverco - Evercom
  17. 17. Which asset managers are more active in online communication (blogs, twitter, twitter social network presence)? (*) Comments:Comments: I  Most of them don’t know  are in English Do you find useful that asset managersthem very well have presence in blogs and social networks? (*) Asset managers social network presence is little and there is few knowledge about them. Foreign asset managers are more active, but “they have done little to adapt themselves to the market” (*) Only answered by general and specialised press & webs Report Observatorio Inverco - Evercom
  18. 18. What type of information should asset managers need to have on theirblogs and social networks in order to be interesting for media? (*) g g () For financial media What do general press journalists: journalists think? Ideas and analysis from markets In Twitter they should include information perspectives. about markets trends and topics that can be Daily D il market i f k t information and ti d analysed in blogs strategies adapted to each context. Live comments Not so institutional Quick comments Active. Quickness in the analysis It is important to know if they have this type of of daily current affairs tools Some suggestions from web specialised journalists Markets comments immediacy They should give clues. How they see things and what are they doing Blogs: more presence of individual managers More focused on the Spanish market(*) Only answered by general and specialised press & webs Report Observatorio Inverco - Evercom
  19. 19. The 2.0 aim of asset managers’ presence in Social Media Reports, Analisys, Market Podcasts, interviews, comments webinars o web conferences Direct contact with journalists “Hot News” Comments and market strategies Updates Updates Immediacy Markets and strategy information Feedback Report Observatorio Inverco - Evercom
  20. 20. Conclusions: Asset managers challenges managers’Report Observatorio Inverco - Evercom
  21. 21. The challenges of AM entities in Spain: g p Adequate asset managers’ messages in order to avoid that their corporate andproducts information is considered complex and just for a small target Be more didactic. Adapt their information to the type of media and public “Share” their experts’ information because it could be useful for the media p There has to be a dialogue and not just information sending Be faster agile and accessible. faster, accessible Try to balance product, market and corporate information.Report Observatorio Inverco - Evercom
  22. 22. ABOUT OBSERVATORIO INVERCOObservatorio Inverco is an initiative created by the Asociación de Instituciones de Inversión Colectiva withthe aim of being an analysis and debate forum dedicated to the study of trends and the disclosure of theadvantages of these conservative products. The objective of the Observatorio is to bring closer thecollective investment industry and its products to the Spanish savers. Its principal mission is to contribute toa better investor understanding of the investment and pension funds industries in order to facilitate theirdecisions.www.observatorioinverco.eswww observatorioinverco esSOBRE EVERCOMFounded in 1996, evercom has offices in Madrid and in Barcelona and is a member of the IPRN, one of theleading international networks of independent public relations companies with 50 associate agenciesworldwide. Currently it works for more than 40 organisations, both companies and institutions, from all thesectors. What is more, evercom has one of the highest loyalty ratios of the whole public relationsconsultants sector, according to the last PR Scope 2009 drawn up by Grupo Consultores.Contactos:Alberte Santos alberte.santos@evercom.esLaura Díaz Bettarel laura.diaz@evercom.es Report Observatorio Inverco - Evercom
  23. 23. Thank you! y Comunicación y Relaciones Públicas Síguenos en José Abascal, 53. 5º pl. 28003 Madrid T. 00 34 91 577 92 72 F. 00 34 91 435 55 86 Valencia, 245, Ático 2ª 08007 Barcelona www.evercom.es T. 00 34 93 415 37 05 F. 00 34 93 415 78 37 23Report Observatorio Inverco - Evercom

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