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Important Disclaimers
This article (the “Article”) is for informational purposes only and does not constitute an offer to sell or a solicitation of an offer to purchase any investment or any securities. This Article does not constitute investment advice and is not intended to be relied upon as the basis for an investment decision, and is not, and should not be assumed to be, complete. Readers should make their own investigations and evaluations of the information contained herein. The information contained herein does not take into account the particular investment objectives or financial circumstances of any specific person or entity who may receive it. Each reader should consult its own attorney, business adviser and tax adviser as to legal, business, tax and related matters concerning the information contained herein.  Except where otherwise indicated herein, the information provided herein is based on matters as they exist as of the date of preparation and not as of any future date and will not be updated or otherwise revised to reflect information that subsequently becomes available, or circumstances existing or changes occurring after the date of preparation. Certain information contained in this Article constitutes “forward-looking statements,” which can be identified by the use of forward-looking terminology such as “may,” “will,” “should,” “expect,” “anticipate,”  “target,” “project,” “estimate,” “intend,” “continue” or “believe,” or the negatives thereof or other variations thereon or comparable terminology. Due to various risks and uncertainties, actual events or results may differ materially from those reflected or contemplated in such forward-looking statements. Readers should not rely on these forward-looking statements.  Certain information reflects subjective determinations which may prove to be incorrect. There can be no assurance that the estimates or projections will be accurate or that historical trends will continue. In considering the prior performance information contained herein, readers should bear in mind past performance is not necessarily indicative of future results. All rights reserved. The material may not be reproduced or distributed, in whole or in part, without the prior written permission of PrimeAlpha LLC.

Navigating the Public Relations Landscape

Amid today's everchanging global marketplace, managers must adapt their marketing initiatives with public relations (PR) to meet the demands of investors looking for funds that stand out and make them take notice. Herein lies the challenge:

Are you communicating your firm's message effectively?

Is it reaching your key market?

Are you finding partners to help you convey your expertise & branding message?

How to be unique in everyone

We sat down with Charlotte Luer, the CEO of LJH Financial Marketing Strategies, to take a deeper look into the world of PR. We asked her some pointed questions about the importance of PR and how to tackle it. With over 25 years of experience, Charlotte has seen many fail to tackle the most important part of their business plan - increasing visibility.

"PR relates to all activities involved in communicating with your key audience - a strong PR program will position your firm's team as go-to experts and include a focus on activities such as media relations, thought leadership content, tailored events, and other activities that position you front and center in the minds of prospective investors."

So how does this all work?

  • Analyze your goals and objectives

  • Identify the marketing strategies and tactics required to differentiate your firm and drive results

  • Consider all of the options, there are many ways to boost awareness and differentiate your firm

Here are a few go-to options:

Media Coverage

Get yourself interviewed, featured, or quoted. This provides strong third-party


Thought Leadership Content

Distributing original content will promote you and can result in journalists contacting you for interviews. Educating investors can make you the expert in the industry.


Published podcasts promote your brand, your story. It will bring your unique message to the masses.


Get involved - either virtually or in person. Networking is the primary focus and there are many options to choose from that include global conferences, webinars, virtual hang-outs or break-out rooms, and as the world opens back up, curated roundtables. Refer to our post about getting the most out of conferences.

"It's all about visibility"

Tip of the ice berg

A reminder about regulations and compliance - be sure to find a PR and or marketing partner that is familiar with your industry-specific regulations and has an awareness of the requirements and restrictions of your specific investment type and is familiar with the compliance process of the industry.

Navigating the PR landscape can be overwhelming. Finding the right partners can lead to optimal branding of your investment strategy and firm. The right partners can help differentiate your firm from the competition, help in raising assets, and contribute to attracting the best investors.

For more information on finding an industry-specific partner for marketing and PR, contact us at to learn more.


Thanks to our contributor: Charlotte Luer, APR, Chief Executive Officer of LJH Financial Marketing Strategies, with over 25 years of experience in financial marketing, branding strategy, and consulting.


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