The sheer number of private equity houses joining the fundraising trail has resulted in much competition for the attention of limited partners. If that does not make the environment tough enough, other mitigating factors will make it impossible for a significant number of private equity firms to raise another fund.

So how can GP’s secure the hearts and minds of LP’s? Cognitive expert Edward de Bono once advised that businesses should pay more attention to the unique buying state of their customers (in private equity’s case limited partners) rather than the unique selling proposition of the business.

GP’s need to discover the Unique Buying State of their LP’s.

Strong working relationships are vital and good communication is just as important. We work with GP’s to build their credentials via the media, through strategic PR and communications campaigns that deliver the right messages about their fund.

GPs need to plan and build relationships now. We help them design high quality marketing strategies and materials that they can use for the long term. Performance does not market itself and pedigree does not swing all doors wide open.

Performance does not market itself and pedigree does not swing all doors wide open.

To find out how private equity houses are using PR to secure the hearts and minds of limited partners; contact Jane Kirby on 07825 326 441 or Corinna Osborne on 07825 326 440.