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Hedge Fund Industry Media Training


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Hedge Fund PR is an industry leading public relations agency that focuses exclusively on serving the alternative investment industry. Our reach is global and extraordinary, and we offer expert counsel on media relations and marketing communications to hedge funds and private equity firms, institutional and private investors, professional services firms and nonprofit organizations. 

Published in: Economy & Finance, Business
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Hedge Fund Industry Media Training

  1. 1. Client Media Training © 2013 Hedge Fund PR, LLC. Do not distribute.
  2. 2. Manage the Message • 5 steps to achieving success with the global media. – – – – – Understand the media (and bloggers) Have your own, pre-defined agenda Deliver compelling, short messages Prepare in advance, know the topic Practice, Practice, Practice 2
  3. 3. The Financial Beat • Leaders in finance (hedge funds, CTAs, private equity, fund of funds, bankers, service providers, etc.) are celebrated, blamed and debated in media over 1000 times each day. – 250+ financial and business magazines, newspapers, online media – Broadcast media, including Bloomberg, CNBC, Fox, financial radio – Bloggers and social media providing real-time color commentary 3
  4. 4. On the Clock • While strong professional relationships with the media are crucial, remember… – – – – Not your friends Always a reporter They need you You need them 4
  5. 5. What’s Newsworthy? – – – – – Winners and losers Criticism and controversy Market trends or changes New, unusual, different Philanthropy 5
  6. 6. Preventive Medicine – – – – – Deal straight with reporters Take yourself and your work seriously Be prepared, ready and flexible Understand the rules (regulations) Be polite and professional “Always tell the truth, then you don’t have to remember anything.” Mark Twain 6
  7. 7. Promote Your Agenda – Determine whom you want to hit (your target audience) – What you want to hit them with (your key messages) – Develop key messages -- two or three things you intend to say whatever the questions 7
  8. 8. Be Concise – – – – Define your communications goal Keep it narrow, specific Have something important to communicate Determine the one point you want to get across 8
  9. 9. Effective Messages – – – – – Two or Three Brief Accurate Simple Vivid, colorful language 9
  10. 10. Support Your Messages – – – – Facts Statistics (sparingly) Examples Experts 10
  11. 11. Blocking & Bridging – – – – – Don’t ignore or evade a question Address the topic of the question Asked about a problem, talk about solutions Never say “no comment” If you can’t comment, explain why 11
  12. 12. Blocking & Bridging “It's our policy not to discuss __ specifically, but I can tell you..” “I think what you're really asking is..” “That speaks to a bigger point..” “Let me put that in perspective…” “What’s important to remember, however…” 12
  13. 13. Blocking & Bridging “What I really want to talk to you about is…” “What’s most important is…” “The real issue here is…” “I don’t know about that...But what I do know is…” “What you’re asking is…” 13
  14. 14. Headlining – – – – Make most important point first Think like a journalist Use deductive reasoning Back it up with facts or “proof points” 14
  15. 15. Headlining “The most important thing to remember is...” “The real issue is...” “I’ve talked about a lot of things. It boils down to these three things… “Let me make one thing perfectly clear” 15
  16. 16. Sound Bites: Before & After 16
  17. 17. Sound Bites: Hall of Fame “The only thing we have to fear is fear itself." “The buck stops here.” “Ask not what your country can do for you...” “In war, there is no substitute for victory.” “Where’s the beef?” 17
  18. 18. Preparing for the Interview – – – – List key messages Anticipate questions Prepare responses Know reporter, publication or program, interview format – Background reporter, producer 18
  19. 19. Anticipate the Worst The toughest question will be asked. Never say anything you don’t want to read in the newspaper, see on TV or hear on the radio. 19
  20. 20. A Reporter’s Lexicon – Off the record: Material may not be published or broadcast. Period. – Not for attribution: Information may be published, but without revealing identity of the source. – Background: Usually means not for attribution. Confirm with reporter. – Deep background: Usually means off the record. Make sure it does. 20
  21. 21. Practice – – – – – Prepare list of questions Prepare best answers Rehearse Review Revise your answers 21
  22. 22. 10 Interview Tips – – – – – – – – – – Use simple, direct answers Repeat yourself Pause Shut up Avoid jargon Don’t say “no comment” Don’t repeat negative Tell the truth Keep your cool Be yourself 22
  23. 23. Your Rights You Have the Right to: – – – – – – – Know the topic Know the format Buy time Have time to answer the question Correct misstatements Use notes Record the interview 23
  24. 24. Your Rights You Do Not Have the Right to: – – – – – – Know the questions in advance See the story in advance Change your quotes Edit the story Expect your view be the only view Demand anything be published 24
  25. 25. Print v. Broadcast Print – Longer, more detailed interview – Possibly more knowledgeable reporter – Questions repeated in different ways to get response – Chance to correct misstatement 25
  26. 26. Print v. Broadcast Radio – Emphasis on delivery: voice, inflection, pace – Need to speak “visually” – OK to use notes Television – Short, simple answers crucial – Emphasis on appearance, technique 26
  27. 27. Television Tips – – – – – – Be yourself Sit comfortably, lean slightly forward Dress conservatively Talk to the interviewer, not to the camera Don’t shout -- speak in conversational tone Smile when appropriate 27
  28. 28. Television Tips Men – Avoid small stripes, checks, herringbone patterns; high contrast – Wear over-the-calf socks – Sit on the back of your suit jacket – If standing, button coat; unbutton when sitting 28
  29. 29. Television Tips Women – Avoid small stripes or patterns, high contrast, “backdrop blue,” solid red – Don’t wear large or noisy jewelry – Don’t wear short skirts 29
  30. 30. Telephone Tips – Buy preparation time if possible – Establish an “interview setting” • Clear your desk • Close the door – – – – – Use notes Keep key points in front of you Speak distinctly Use short declarative sentences Avoid ambiguity and subtlety 30
  31. 31. When a Reporter Calls – Get his/her name, affiliation – Ask: “What story are you working on?” and “What’s your deadline?” – Promise to get back before (not on) deadline – If TV, determine location, format, live or taped – Call Hedge Fund PR 31
  32. 32. Any Questions?