• David Butcher
  • Communication, PR
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The investment management sector is pretty good at managing investment risk.

But they score less highly on emotional risk.

When was the last bit of investment communications you really enjoyed reading? When you really cared about what was happening?

It might be because investment communications rarely offer the reader any emotional risk. Novelists call it jeopardy – the risk of something going wrong – and it’s why you can’t put that book down, or binge watch that great box set.

So here’s a press release (found at random and anonymised*) which I suggest has a low level of emotional risk.

[Company] Targets New Solar Energy Assets with Expansion of [Fund]

Two months after acquiring [Legal Entity], the alternative fund manager specialising in UK-based sustainable forestry and renewable energy investments, [Company] is expanding [Fund], opening subscription for [Shares] subject to a minimum investment of [sum of money].

[Fund] is an established trading partnership which already owns [solar parks]. The capital raised as a result of the subscription will be combined with the Fund’s existing cash resources to acquire additional solar parks….

And here’s a version of the story with a small and careful dose of emotional risk.

New tax-efficient opportunity to invest in solar power

A fund invested in solar panel parks is seeking new investors. It’s open from [date] and seeks to pay an income of [X%].

Global demand for solar power has doubled since 2015 but is forecast to plateau. This gives the fund managers a window in which they can buy additional solar parks. 

Investors can receive income from the fund tax efficiently – at a time when government subsidies for consumer solar power have been reined in….

We don’t know the context behind the legalese in the original.

But, for a more emotionally resonant version, the trick is to marry together the desirability of solar power, a potentially short window of opportunity and the lure of tax efficiency.

We’re really good at weaving messages, the news agenda and commercial goals together to create thought leadership and other material that’s impactful and enjoyable to read.

Why not get in touch? www.communicationsandcontent.com


* and we don’t know any of the companies involved. If they object to our using this random and anonymised example we’d be very happy to replace it with something from another business.

Author: David Butcher

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