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Report Observatorio Inverco - Evercom
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evercom comunicac ión y relac iones públicas
Madrid, July 2011
DO JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION?
Survey on the perception of asset managers by the Spanish journalists
Financ ial communications department
Report Observatorio Inverco - Evercom
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 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
CONCLUSIONS Asset managers challenges
Report Observatorio Inverco - Evercom
Asset Managers Prominence
Do you think media assign enough space to investment funds?
Report Observatorio Inverco - Evercom
PROTAGONISMO DE LAS GESTORAS DE FONDOS DE INVERSIÓN
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, 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
Report Observatorio Inverco - Evercom
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
Why do you think they do not assign enough space?
Asset managers should explain better and in a more didactic way the information related to these products. Asset managers communication is seen as distant
A 68% consider it little interesting and a ‘hard to sale’ topic
Report Observatorio Inverco - Evercom
What do you ask for to an asset manager communications department?
“More open in their comments. Not everything has to be funds information, they should be able to comment about markets...
“To be faster and dynamic, because we can not anticipate topics in advance…
“More active. When you need something, does not have to be as if you were asking and interview with the Pope. We need immediacy…
Financial Press
To foreign asset managers: “If they provide the information translated, much better…
“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 that will improve sales…
Communications peculiarities in general and specialised press & webs
Report Observatorio Inverco - Evercom
“For us, the priority is market information. Nevertheless, it is also good to have all the information about those breaking-record funds …
What do you ask for to an asset manager communications department?
General Press “Less barriers…
WWW
“More transparency…
To foreign asset managers: “They should try to relate their market information with the Spanish market…
“To provide as soon as possible product information…
Quickness, pro-activity and reactivity…
“To answer when they are asked for reports or comments...” (to say yes or to say no)
Communication peculiarities in general and specialised press & webs
Report Observatorio Inverco - Evercom
Local press
Communication peculiarities in:
Report Observatorio Inverco - Evercom
Communications peculiarities in local press
Do you think media assign enough space to investment funds?YES= 50% NO= 50%
¿Why not?
“Little interest…
“Other topics like equity are more important…
“Sophisticated products…
“Few paper and this themes remain out…
“Specialised topic for media…”
Report Observatorio Inverco - Evercom
Do you contact on a regular basis with asset managers in order to know their opinion about the Spanish equity market?
Do you contact on a regular basis with asset managers in order to know their opinion about the international equity market?
“Extremely complex information for local media…
“We do not do analysis, just domestic market…
Local journalists don't identify the asset management companies as an information source
“I usually call brokers directly…
“I gather information from newswires…
Communication peculiarities in local press
Report Observatorio Inverco - Evercom
Radio and TV
Communication peculiarities in:
Report Observatorio Inverco - Evercom
Do you think media assign enough space to investment funds?
When you broadcast information about investment funds, pension funds or quotes from the industry, what content do you usually transmit?
1) Retirement2) Market vision3) Equities and profitability4) More attractive sectors5) Number of pension funds acquired,
more profitable funds…
Communications peculiarities in Radio and TV
What type of information will you prefer to receive from asset managers?
1) Investment advice in difficult situations2) Equities opinion3) Investment in profitable funds4) 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.
Report Observatorio Inverco - Evercom
The communication of Spanish and foreign asset managers
…But what is media looking for?
Report Observatorio Inverco - Evercom
Ranking
1st: Market comments
2do: New products
3ero: Appointments and other corporate news
Those journalists that cover fund information are just interested in
content related to corporate movements
What type of information do journalists demand?
The main complaint is that journalists only receive information about new Spanish asset managers products…
“Foreign asset managers do not communicate many corporate news…
There are many foreign asset managers that only send information but they do not answer questions…
Report Observatorio Inverco - Evercom
Do you notice any difference in the information quality provided by asset managers with an organised communications structure (internal department or agency)?
YES. They know how to focus the information. They filter those contents that have more interest..
YES. Usually, foreign asset managers that work with agencies provide the information translated
NO. It depends on the manager
SÍ. Better presented and structured
NO difference, just more information. Spanish asset managers have a bigger communications team and they only sen product information
NO. There are asset managers with a communications department and they do not send information
SÍ. There are more sensible to the information you may need
YES. Foreign asset managers usually work with agencies. If they don’t, they do not sent information
Report Observatorio Inverco - Evercom
Asset managers communication 2.0
Report Observatorio Inverco - Evercom
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.
Report Observatorio Inverco - Evercom
Why don’t you look up information in blogs and social networks from asset managers? Most frequent answers
Lack of time
I do not know which ones offer these tools
I only check information when is related to trending topics
I do not follow these information on a daily basis because I do not need it in order to acquire information
I check the information published on their web pages
I only look up information of financial entities
Report Observatorio Inverco - Evercom
Which asset managers are more active in online communication (blogs, twitter, social network presence)? (*)
(*) Only answered by general and specialised press & webs
Comments: Most of them are in English
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”
Comments: I don’t know them very well
Do you find useful that asset managers have presence in blogs and social networks? (*)
Report Observatorio Inverco - Evercom
What type of information should asset managers need to have on their blogs and social networks in order to be interesting for media? (*)
(*) Only answered by general and specialised press & webs
What do general press journalists think?
In Twitter they should include information about markets trends and topics that can be analysed in blogs Live comments Quick comments It is important to know if they have this type of tools
For financial media journalists:
Ideas and analysis from markets perspectives. Daily market information and strategies adapted to each context. Not so institutional Active. Quickness in the analysis of daily current affairs
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
Report Observatorio Inverco - Evercom
Podcasts, interviews, webinars o web
conferences
Reports, Analisys, Market comments
Direct contact with journalists“Hot News”
Comments and market strategies
Updates Updates
The 2.0 aim of asset managers’ presence in Social Media
Immediacy FeedbackMarkets and strategy information
Report Observatorio Inverco - Evercom
Conclusions: Asset managers’ challenges
Report Observatorio Inverco - Evercom
The challenges of AM entities in Spain:
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
There has to be a dialogue and not just information sending
Be faster, agile and accessible.
Try to balance product, market and corporate information.
Report Observatorio Inverco - Evercom
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
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 [email protected] Díaz Bettarel [email protected]
Report Observatorio Inverco - Evercom
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