1. evercom comunicaci ón y relaciones públicas Madrid, July 2011 DO JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION? Survey on the perception of asset managers by the Spanish journalists Financial communications department

6. 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

7. “ 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

9. 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…”

13. The communication of Spanish and foreign asset managers … But what is media looking for?

14. 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…

15. 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

16. Asset managers communication 2.0

21. 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 Feedback Markets and strategy information

22. Conclusions: Asset managers’ challenges

24. 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_address] Laura Díaz Bettarel [email_address]

25. Comunicación y Relaciones Públicas 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 T. 00 34 93 415 37 05 F. 00 34 93 415 78 37 www.evercom.es Síguenos en Thank you!