More than four in 10 (41%) private equity professionals plan to invest more in PR over the next 12 months, according to a study conducted by BackBay Communications.
Practically all respondents (99%) see a firm's brand as directly linked to its success, according to BackBay's research, up from 93% who said so in 2009.
During the past year, 52% of respondents increased their investment in marketing materials and websites, 26% spent more on PR, and 37% boosted IR spending. In the coming year, 54% said they plan to emphasize their marketing or website, while 53% say they will spend more on investor relations.
The firm surveyed 256 professionals, including limited partners, investment banks, intermediaries, lawyers, and consultants in the US and Europe.