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The number of mutual funds globally increased from approximately 66,400 in 2009 to approximately 140,000 in 2023.
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In the world of financial services, the old adage "You can’t unring a bell" rings especially true when it comes to media interviews. Your words carry weight—potentially impacting your firm’s credibility, regulatory standing, and marketing opportunities.
Leverage your press
Have you ever had a stellar interview with a media outlet, only to realize later that you couldn’t leverage it effectively because of compliance concerns? Media interviews can be powerful tools, but their value increases exponentially when you can secure reprint rights and repurpose them strategically.
Reprints are invaluable for highlighting your firm’s investment expertise, strategy, and performance. The implied endorsement from a third-party source can lend greater credibility than traditional marketing materials like brochures, fact sheets, or commentaries. When reprints are featured on your website, shared at conferences, or integrated into email campaigns, they can attract investor interest and, ultimately, drive new business.
To maximize the value of your media engagements, it’s critical to use compliant, precise language from the start. Here are our top 10 tips to help you ace your next interview while staying within compliance boundaries:
- Be truthful and avoid hyperbole – Stick to facts and realistic language. Overpromising can lead to both reputational and regulatory risks.
- Avoid promissory language – Use phrases like “we believe” or “may” to express potential without guaranteeing outcomes.
- Don’t predict the future – Frame forward-looking statements with qualifiers like “in our opinion” or “we feel.”
- Avoid absolutes – Replace “certain” or “definite” with phrases such as “has the potential to” or “we see potential opportunities for.”
- Steer clear of non-fund performance comparisons – When discussing benchmark or peer comparisons, always qualify with “historically.”
- Substantiate rankings or claims – Avoid claiming to be #1 or the best unless you have current, verifiable data to support it.
- Don’t quote yields without full disclosure – Yield quotes are complex and often require extensive compliance approval.
- Skip calling yourself an ‘expert’ – Highlight your team’s tenure, market cycle experience, and insights instead.
- Avoid discussing stocks you plan to trade – Focus on your current top holdings to maintain compliance and avoid conflicts of interest.
- Avoid terms like ‘unique’ or ‘first’ – Unless unequivocally provable, opt for “one of the few” or “among the first.”
Compliance is your friend
Compliance isn’t your adversary—it’s your ally in creating content you can confidently repurpose. Whenever possible, collaborate with your compliance team for language adjustments and suggestions. In some cases, publications may even accommodate edits to align your quotes with compliance standards. However, the best approach is to use compliant language from the outset.
By following these tips, you’ll not only safeguard your firm’s reputation but also maximize the shelf-life of your media engagements. Your 15 minutes of fame could have a lasting impact on your business - make it a good one.
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Do you consider yourself to be a good communicator? Perhaps you think you're able to get your point across by enunciating and speaking clearly to your audience. But, what about listening?
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The short answer – YES. In the evolving landscape of financial services, mutual fund firms face a unique set of challenges and opportunities.
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Brainstorming is often a crucial part of any PR and marketing plan, but it can hit roadblocks.
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In today's fast-paced financial landscape, establishing a robust public relations (PR) and marketing strategy is essential for financial services companies to thrive and grow.
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Body language is a powerful tool that can help you communicate effectively and convey your message without saying a word.
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At SunStar Strategic, we pride ourselves on being seasoned experts in financial PR, specializing in elevating the presence of mutual funds, ETFs, and wealth managers through our strategic public relations campaigns and innovative marketing initiatives.
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Are you saying what you think you're saying? Beware your non-verbal communication.
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On November 30, 2022, Hennessy Funds hosted its 15th annual market outlook press briefing for the media.
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You've scored an fantastic opportunity for a media interview. Now what? Don't get spooked - get ready! Preparation is key - see how a public relations professional can help.
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Smile! You're on Candid Camera!
Rememember Allen Funt's Candid Camera? Or maybe America's Funniest Home Videos or AVF? The shows capitalize on funny moments of people being caught on camera -
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When the market is particularly volatile and feels fraught with uncertainty investors get nervous.
Do you have a communication strategy?
When the market churns, investors very often turn to their financial advisor for guidance and even reassurance. Is your firm prepared? It’s a good idea to have a communication plan at the ready that advisors can quickly turn to when needed.