Diane Harrison Diane Harrison is principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 and specializing in a wide range of writing services within the alternative assets sector. She has over 20 years' of expertise in hedge fund marketing, investor relations, sales collateral, and a variety of thought leadership deliverables. In 2015, Panegyric Marketing received AI's awards for Best Financial Services Marketing & Communications Firm and Business Excellence in Strategy & Positioning Statements - USA, as well as M&A's Excellence in Financial Services Marketing - USA. The firm also won consecutive year awards in 2013-14 as IHFA's Innovative Marketing Firm of the Year and AI's Marketing Communications Firm of the Year- USA. A published author and speaker, Ms. Harrison's work has appeared in many industry publications, both in print and on-line.

A communication gap in need of a bridge

The number of family offices in the United States is roughly the same as the number of emerging managers looking to family offices for investments, and that current figure is in the thousands. Why then are these managers finding these prospects so very difficult to convince? Perhaps the main reason is in the interest level disparity between the two: emerging managers are eager to explain their strategy and ability to offer non correlated returns, while family offices typically want to safeguard capital and minimize risk.

Lost in translation

Emerging managers need to find a way to reach the family office community. This outreach should prior......................

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This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.