“do spanish journalists care about asset management companies information?”

DO SPANISH JOURNALISTS CARE ABOUT ASSET MANAGEMENT COMPANIES INFORMATION?

Survey on the perception of asset managers by the Spanish journalistsby the Spanish journalists

Madrid, July 2011

Report Observatorio Inverco - Evercom

1

evercom comunicación y relaciones públicasFinancial communications department

ÍÍNDICE

ASSET MANAGERS PROMINENCEASSET MANAGERS PROMINENCEDo you think media assign enough space to investment funds?

THE COMMUNICATION OF SPANISH AND FOREIGN ASSET MANAGERS BUT WHAT ISTHE COMMUNICATION OF SPANISH AND FOREIGN ASSET MANAGERS… BUT WHAT IS MEDIA LOOKING FOR?

What type of information do journalists demand?

ASSET MANAGERS COMMUNICATION 2.0Do you look up national and international asset managers information in blogs and social

networks?The 2 0 aim of asset managers’ presence in Social MediaThe 2.0 aim of asset managers presence in Social Media

CONCLUSIONSAsset managers challengesAsset managers challenges


Asset Managers ProminenceAsset Managers Prominence

Do you think media assign enough space to investment funds?


ÓPROTAGONISMO DE LAS GESTORAS DE FONDOS DE INVERSIÓN


Almost 7 out of 10 journalistsAlmost 7 out of 10 journalists considered they should assign more space

Financial press specialised websFinancial 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


The funds industry will reach a bigger target if they work better and keep a permanent relationship with general and local press

Why do you think they do not assign enough space?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

A 68% consider it little interesting and a tt e te est g a d a‘hard to sale’ topic

Asset managers should explain better and in a more didactic way the information related to


Asset managers should explain better and in a more didactic way the information related to these products. Asset managers communication is seen as distant

Communication peculiarities in general and specialised press & webs

What do you ask for to an asset manager communications department?

“To be faster and dynamic, because we can not anticipate topics in advance…

Financial Press

To foreign asset managers: “If they provide the

“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…

“More active. When you need something, does not have to be as if you were asking and interview with

information translated, much better…

that will improve sales…

“More open in their comments. Not everything has to be funds information they should be able to comment

have to be as if you were asking and interview with the Pope. We need immediacy…


funds information, they should be able to comment about markets...

Communication peculiarities in general and specialised press & webs

What do you ask for to an asset manager communications department?

General PressGeneral Press“Less barriers…

To foreign asset managers: “They should try Quickness, pro-activity and

WWW

g g y yto relate their market information with the Spanish market…

“To provide as soon as possible

activity and reactivity…

“For us the priority is market information Nevertheless

“More transparency…“To provide as soon as possible product information…

For us, the priority is market information. Nevertheless, it is also good to have all the information about those breaking-record funds …

“To answer when they are asked for reports or


“To answer when they are asked for reports or comments...” (to say yes or to say no)

Communication peculiarities in local press

Do you think media assign enough space to investment funds?YES= 50% NO= 50%

“Little interest…

¿Why not?

“Sophisticated products…

“Specialised topic for media…”

“Other topics like equity are “Few paper and this themes remain


more important…Few paper and this themes remain

out…

Communication peculiarities in local pressDo you contact on a regular basis with asset managers in order to know their opinion about the Spanish equity market?

“Extremely complex information for localExtremely complex information for local media…

“I usually call brokers directly

“I gather information from newswires…

Do you contact on a regular basis with asset managers in order to know their opinion about the international equity market?

I usually call brokers directly…

opinion about the international equity market?

“We do not do analysis, just domestic market…

L l j li t d 't id tif th t t i i f ti


Local journalists don't identify the asset management companies as an information source

Communication peculiarities in Radio and TV


When you broadcast information about investment funds pension

1) Retirement2) M k t i iabout investment funds, pension

funds or quotes from the industry, what content do you usually transmit?

2) Market vision3) Equities and profitability4) More attractive sectors5) Number of pension funds acquired, ) p q ,

more profitable funds…

What type of information will you prefer to receive from asset managers? 1) Investment advice in difficult situations1) 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.

The communication of Spanish andThe communication of Spanish and foreign asset managers

…But what is media looking for?


What type of information do journalists demand?

Ranking

1st: Market comments1st: Market comments

2do: New products

3 A i t t d th t

“Foreign asset managers do

3ero: Appointments and other corporate news

The main complaint is

not communicate many corporate

Those journalists that cover fund information are just interested in

content related to corporate

pthat journalists only receive i f ti

corporate news…

content related to corporate movements

information about new Spanish asset

There are many foreign asset managers that only send information but


managers products…

they do not answer questions…

Do you notice any difference in the information quality provided by asset managers with an organised communications structure (internal g g (department or agency)?

NO It depends on theYES. They know how to focus the information. They filter those contents that have more interest..

NO. It depends on the manager

NO difference, just more

YES. Usually, foreign asset managers that work with agencies provide the

information. Spanish asset managers have a bigger communications team and they only sen product

information translatedinformation

NO. There are asset managers with aYES. Foreign asset managers usually work with agencies. If they don’t, they do not sent

Yes. Better presented and structured

NO. There are asset managers with a communications department and they do not send information

information


Yes. There are more sensible to the information you may need

Asset managers communication 2 0Asset managers communication 2.0


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 managersnetworks 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.

Why don’t you look up information in blogs and social networks from asset managers? gMost frequent answers

Lack of time

I only check information when is related to trending topics

I do not kno hich ones offer these tools

I check the information published on their web pages

I do not know which ones offer these tools

I only look up information of financial entities

I do not follow these information on a daily basis because I do not need it in order to

y p


basis because I do not need it in order to acquire information

Which asset managers are more active in online communication (blogs, twitter social network presence)? (*)twitter, social network presence)? (*)

Comments:Most of them are in English

Comments: I don’t know them very well

Do you find useful that asset managers have presence in blogs and social networks? (*)

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”


(*) Only answered by general and specialised press & webs

What type of information should asset managers need to have on their blogs and social networks in order to be interesting for media? (*)g g ( )

What do general press For financial media journalists think?

In Twitter they should include information about markets trends and topics that can be analysed in blogs

journalists:Ideas and analysis from markets

perspectives. D il k t i f ti d analysed in blogs

Live commentsQuick commentsIt is important to know if they have this type of

tools

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 journalistsMarkets comments immediacy They should give clues. How they see things and what are they doing Blogs: more presence of individual managersMore focused on the Spanish market


(*) Only answered by general and specialised press & webs

The 2.0 aim of asset managers’ presence in Social Media

Podcasts, interviews, webinars o web

Reports, Analisys, Market comments

conferencescomments

Direct contact with journalists“Hot News”

Comments and market strategies

Updates Updates

Immediacy FeedbackMarkets and strategy information


Conclusions: Asset managers’ challengesConclusions: Asset managers challenges


The challenges of AM entities in Spain:g pAdequate 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 mediap

There has to be a dialogue and not just information sending

Be faster agile and accessibleBe faster, agile and accessible.

Try to balance product, market and corporate information.


ABOUT OBSERVATORIO INVERCO

Observatorio Inverco is an initiative created by the Asociación de Instituciones de Inversión Colectiva withthe aim of being an analysis and debate forum dedicated to the study of trends and the disclosure of theadvantages of these conservative products. The objective of the Observatorio is to bring closer thecollective investment industry and its products to the Spanish savers. Its principal mission is to contribute toa better investor understanding of the investment and pension funds industries in order to facilitate theirdecisions.

www observatorioinverco eswww.observatorioinverco.es

SOBRE EVERCOM

Founded in 1996, evercom has offices in Madrid and in Barcelona and is a member of the IPRN, one of theleading international networks of independent public relations companies with 50 associate agenciesworldwide. Currently it works for more than 40 organisations, both companies and institutions, from all thesectors. What is more, evercom has one of the highest loyalty ratios of the whole public relationsconsultants sector, according to the last PR Scope 2009 drawn up by Grupo Consultores.consultants sector, according to the last PR Scope 2009 drawn up by Grupo Consultores.

Contactos:Alberte Santos [email protected] Díaz Bettarel [email protected]


Thank you!y

Comunicación y Relaciones Públicas

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T. 00 34 91 577 92 72 F. 00 34 91 435 55 86

Valencia, 245, Ático 2ª 08007 BarcelonaT. 00 34 93 415 37 05 F. 00 34 93 415 78 37

www.evercom.es

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