How to get it right

Making the decision to enlist professional PR is, in many ways, the easy bit. But as Charlotte Rutherford from Rostron Parry explains, it pays to be able to differentiate the experts from the rest when it comes to selecting the right agency

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 recently