How to get it right

hedge funds and the press

A PR agency in the hedge fund industry needs to stand out from the crowd. This is easier said than done, as Sergio Marchione, chief executive of Fiat, recently pointed out to hedge fund conference delegates gathered on the banks of Lake Como.

"I feel," said Marchione, musing on why he had been asked to present, "like Zsa Zsa Gabor's fifth husband. I know what to do but I don't know how to distinguish myself."

Lake Como is an ideal location for a hedge fund conference. The New York Times recent