As brand awareness of private markets firms has grown, so has media scrutiny.
Media sentiment among private markets firms is very low, indicating reputational headwinds.
As a result, looking at the top 10 private markets firms by AUM, we see that the average media sentiment score is less than 4 out of 10.
Firms outside that top 10 scored almost 50% higher for media sentiment, indicating that the larger managers are being singled out as part of the media’s wider critique of private markets.
Branding through corporate storytelling
An education-first approach
Careful reputation management
