Audit materials. It’s time to purge communications that no longer reflect the times—such as case studies and illustrations that fail to account for recent market activity, and language that glosses over the issues presently confronting investors.

Update messaging. Although long-term equity investing is still important, it’s necessary to address new concerns, such
as when and how to re-enter the market, how to reassess retirement planning, and what investors can do to avoid crystallizing capital losses.

Engage media. Be proactive in developing messages for the media when there’s news concerning your organization. Allowing the media to develop their own angle can be dangerous, especially when the news is sensitive, such as staff reductions or product discontinuations.

Go digital. A blog may have seemed superfluous a year ago, but today it makes good sense to let your clients and
prospects know what you’re thinking and doing on a daily or weekly basis. Internet video is another powerful way to help investors connect with you, understand your process, and see how you’re working for them.


Our view
We’re helping clients do all of the above— review existing materials, develop new positioning, and tap into the power of the digital medium. Our industry is emerging from a long period of relative complacency, and the future belongs to the firms who keep up with changing conditions. //