Family Office PR: Using PR to shape public perception

Historically, family offices have always remained private, with wealthy families seeing little need to seek attention from the public.

But there has been a shift in recent years. With today’s family offices acting more like investment firms, they are keen to invest directly, explain their values, have access to investment opportunities, attract talent, and manage their reputation.

There’s also a desire to showcase their philanthropic endeavours too and shape the public conversation around causes that are important to them.

With that in mind, family offices are now embracing family office PR and marketing strategies usually associated with asset management firms. As a result of careful and well thought through PR activity, family offices are becoming more visible, more transparent and more influential, resulting in a boost to investment opportunities and social impact. It means PR activity can help family offices compete with venture capital, private equity and corporate investors for assets and talent.

Working with a family office PR firm

While transparency and visibility are key, family office PR also requires discretion.

Any family office PR activity undertaken by PR Superstar works hard to give you a competitive edge. But it also protects the personal reputations of family members and ensures they’re not exposed to intrusive attention from the media.

PR Superstar works with family offices of all sizes. My family office PR services include:

• Editorial content: Creating news stories around a particular investment, specialism, or sector. Or, a succession event, strategic deals, or investment approach. Or, any philanthropic activity, or a story around a particular passion or interest of senior family members
• Media relations: Working closely with a vast network of financial, business and lifestyle editors and journalists, to shape the narrative around the family office
• Reputation management: Advising family members about protecting their reputations in the media and managing their online profiles
• Crisis management: Assessing potential risks to the wider family, and putting a crisis management plan in place, so any potential problems and challenges can be dealt with quickly and discreetly
• Thought leadership: Establishing the family office as thought leaders through white papers and editorial think pieces.

Looking for discreet yet innovative family office PR activity?