Jump-starting a weak media relations program
Kinetics Asset Management

Goal:
To generate broader and more effective media coverage for Kinetics, an innovative asset management firm specializing in new technologies and discoveries, increase wholesale sales revenues generated through financial planners and advisors, and secure publicity for two hedge funds.

Approach:
Founded in 1996, Kinetics Asset Management has successfully introduced six significant new mutual funds for long-term investors. The superior performance of these funds attracted strong initial media interest, but ongoing coverage was limited primarily to retail investor broadcast venues and soon languished. Eager for coverage of all funds and managers (not just the fund-of-the-moment) in the trade and professional media that would attract targeted long-term retail investors, brokers, financial planners, and investment advisors, Kinetics turned to Stephenson Group's (SG) Mutual Funds practice.

SG managed the transition from Kinetics' old PR firm swiftly and smoothly, and immediately implemented a two-phase Media Leadership Program to revitalize coverage of Kinetics. This initiative targeted the full spectrum of critical media sectors, including general business dailies and financial magazines, trade publications, and online venues for fund and investment marketing, as well as the dominant broadcast programs and networks.

Results:
Within four months of launching the Media Leadership Program, SG achieved the following consistent, ongoing top tier results for Kinetics and its portfolio managers:

As a result of the positive and far-reaching press they received, Kinetics reported a 45% increase in requests for prospectuses and a 119% increase in web site traffic. In addition, Kinetics received glowing feedback from financial planners, advisors, and retail investors.