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.

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
1
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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
MANAGERS
MEDIA 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
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3. Asset Managers Prominence
Do you think media assign enough space to
investment funds?
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4. PROTAGONISMO DE LAS GESTORAS DE FONDOS DE INVERSIÓN
Ó
Do 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 permanent
relationship with general and local press
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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%) that
is 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 to
these products. Asset managers communication is seen as distant
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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...
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7. Communication peculiarities in general and specialised press & webs
What 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)
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8. Communication peculiarities in local press
Do 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…
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9. Communication peculiarities in local press
Do you contact on a regular basis with asset managers in order to know their
opinion about the Spanish equity market?
“Extremely complex information for local
Extremely
media…
“I gather information from newswires…
“I usually call brokers directly…
I directly
Do you contact on a regular basis with asset managers in order to know their
opinion about the international equity market?
“We do not do analysis, just
domestic market…
Local journalists don't identify the asset management companies as an information source
L lj li t d 't id tif th t t i i f ti
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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 the
common investor, will gain more space in audiovisual media.
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11. The communication of Spanish and
foreign asset managers
…But what is media
looking for?
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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 ti
There are many foreign movements about new
asset managers that only Spanish
send information but asset
they do not answer managers
questions… products…
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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 that
NO difference, just more have more interest..
information. Spanish asset
managers have a bigger
communications team and YES. Usually, foreign asset managers
they only sen product that work with agencies provide the
information information translated
YES. Foreign asset managers usually work
NO. There are asset managers with a with agencies. If they don’t, they do not sent
communications department and they information
do not send information
Yes. Better presented and structured
Yes. There are more sensible to the information
you may need
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14. Asset managers communication 2.0
20
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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 information
about asset managers. Journalists from general press usually look online information about
financial entities.
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16. Why don’t you look up information in blogs and social networks from
asset managers?
g
Most 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
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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 managers
them 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
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18. What type of information should asset managers need to have on their
blogs 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
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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
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20. Conclusions: Asset managers challenges
managers’
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21. The challenges of AM entities in Spain:
g p
Adequate asset managers’ messages in order to avoid that their corporate and
products 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.
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22. ABOUT OBSERVATORIO INVERCO
Observatorio Inverco is an initiative created by the Asociación de Instituciones de Inversión Colectiva with
the aim of being an analysis and debate forum dedicated to the study of trends and the disclosure of the
advantages of these conservative products. The objective of the Observatorio is to bring closer the
collective investment industry and its products to the Spanish savers. Its principal mission is to contribute to
a better investor understanding of the investment and pension funds industries in order to facilitate their
decisions.
www.observatorioinverco.es
www observatorioinverco es
SOBRE EVERCOM
Founded in 1996, evercom has offices in Madrid and in Barcelona and is a member of the IPRN, one of the
leading international networks of independent public relations companies with 50 associate agencies
worldwide. Currently it works for more than 40 organisations, both companies and institutions, from all the
sectors. What is more, evercom has one of the highest loyalty ratios of the whole public relations
consultants sector, according to the last PR Scope 2009 drawn up by Grupo Consultores.
Contactos:
Alberte Santos alberte.santos@evercom.es
Laura Díaz Bettarel laura.diaz@evercom.es
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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 23
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