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Alternative Market Briefing

Hedge funds need to embrace strategic communications

Monday, September 10, 2012

Bailey McCann, Opalesque New York: A new white paper co-authored by Jeffrey Margolis, president of Margoils Group and Justin Meise, partner at River communications, exploring the impact of the JOBS Act for hedge funds, calls on managers to consider developing a strategic communications plan. Under previous regulations, hedge funds were generally prohibited from solicitation or much communication by the Securities and Exchange Commission (SEC). However, a provision in the recently passed JOBS Act allows hedge funds to do more in the way of advertising and communication. As such, hedge fund consultants are now gearing up to offer plans for how to address these communications.

The paper further notes that the JOBS Act will effectively accelerate the institutionalization of the hedge fund space by increasing transparency and consistency of information. Interestingly, the paper pushes back on early reads on the impact of the JOBS Act as being more positive for only smaller funds. Authors note that while previously, big-name managers remaining relatively in the shadows may have been an indicator of cachet, it may now be a "cause for concern," among institutional investors.

As firms consider developing a strategic communications plan, they may need to consider the marketing practices of their retail counterparts by finding a clear, consistent way to articulate the brand of a fund. "As firms......................

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