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. 

1. Client Media Training
© 2013 Hedge Fund PR, LLC. Do not distribute.

2. Manage the Message
• 5 steps to achieving success with the global
media.
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Understand the media (and bloggers)
Have your own, pre-defined agenda
Deliver compelling, short messages
Prepare in advance, know the topic
Practice, Practice, Practice
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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
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4. On the Clock
• While strong professional relationships with the media
are crucial, remember…
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Not your friends
Always a reporter
They need you
You need them
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5. What’s Newsworthy?
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Winners and losers
Criticism and controversy
Market trends or changes
New, unusual, different
Philanthropy
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6. Preventive Medicine
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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
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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
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8. Be Concise
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Define your communications goal
Keep it narrow, specific
Have something important to communicate
Determine the one point you want to get across
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9. Effective Messages
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Two or Three
Brief
Accurate
Simple
Vivid, colorful language
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10. Support Your Messages
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Facts
Statistics (sparingly)
Examples
Experts
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11. Blocking & Bridging
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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
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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…”
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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…”
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14. Headlining
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Make most important point first
Think like a journalist
Use deductive reasoning
Back it up with facts or “proof points”
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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”
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16. Sound Bites: Before & After
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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?”
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18. Preparing for the Interview
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List key messages
Anticipate questions
Prepare responses
Know reporter, publication or program, interview
format
– Background reporter, producer
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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.
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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.
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21. Practice
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Prepare list of questions
Prepare best answers
Rehearse
Review
Revise your answers
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22. 10 Interview Tips
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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
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23. Your Rights
You Have the Right to:
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Know the topic
Know the format
Buy time
Have time to answer the question
Correct misstatements
Use notes
Record the interview
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24. Your Rights
You Do Not Have the Right to:
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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
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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
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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
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27. Television Tips
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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
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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
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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
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30. Telephone Tips
– Buy preparation time if possible
– Establish an “interview setting”
• Clear your desk
• Close the door
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Use notes
Keep key points in front of you
Speak distinctly
Use short declarative sentences
Avoid ambiguity and subtlety
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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
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32. Any Questions?