Private Markets PR and Integrated Communications

Founders and LPs read a fund differently. A founder wants to know what it is like to have you on the board when a year goes badly. An LP wants to know whether your last fund did what you said it would. Both are forming a view from what they can find.

The trap is writing for one and boring the other. We build programmes that speak to management teams and to allocators without collapsing into a single flat message, so each audience sees the part that matters to them.

The best deals are the ones nobody else is bidding for. A founder brings them to an investor they already trust, often before a process starts. That trust is built long before the conversation, in what the founder has read, heard and been told by people they know.

Communications feeds that. A fund that is visible on the questions founders care about, and clear about how it actually works, is easier to bring a deal to. We help firms earn that recognition in the places founders and their advisers pay attention to.

Almost every fund says it is a partner to management. Founders have heard it many times and discount it accordingly. The claim does nothing on its own.

What moves a founder is evidence. A portfolio company willing to talk about what the relationship was like. A clear account of how decisions get made after the deal. A founder who has been through it and will say so. We build the case from real experience, so the difference between funds is something a founder can actually see.

Phoenix is a founder-led firm that backs founder-entrepreneurs. In 2024 it came to us wanting its brand to reflect that mission properly, with a new website and social presence that captured the spirit of the firm and the people it champions. We delivered a refreshed brand strategy and digital presence.

The published results: more than 300,000 social media impressions a year, over 2,600 new market-relevant followers a year, more than 11,000 website visits a year, and a 77% rise in website dwell time. We were later retained for an integrated communications brief.

A fund's reputation is also made by its companies. Each one has its own customers, hires, and stories worth telling, and the work of building their profile reflects back on the investor. A portfolio that communicates well makes the fund look like a good place to be owned.

We work with portfolio companies on the communications that suit their stage, from a first proper presence to the profile a company needs before an exit. The founder gets support that helps the business. The fund gets proof of what it does.

Much of private markets is private by design. Deals under negotiation, company performance, the terms of a raise: most of it cannot be discussed, and some of it must not be. An agency that ignores this will keep proposing work you cannot sign off.

We plan around the constraint. Programmes are built on what is public or agreed: market views, sector analysis, named companies that have consented, and completed deals. Risk is flagged early and copy is written to be approvable, so review is part of the process and not the end of it.

We are an independent agency in Covent Garden, founded in 2004, with one team of thirty. Senior people run the work, and it moves at the pace of a newsroom, not a monthly report. PR, content, social and design run as one programme, which is how a fund's profile actually holds together.