Fundsters, it's time to take a page from the playbook of Donald Trump
| Dan Sondhelm|
Partner, Senior Vice President
So says Dan Sondhelm
of mutual fund industry marketing and public relations firm SunStar Strategic
. In a recent blog post
, Sondhelm urges fund executives to pay attention to what the Donald is up to. Sondhelm draws 11 lessons from Trump's presidential campaign so far.
On the positive side, Trump shows the power of staying in the spotlight, believing in your message, promoting yourself and your successes, and taking advantage of social media. On the negative side, Trump shows the dangers of going off-message, being a bully, and alienating your team. Though it does sometimes seem like Trump is the living embodiment of the Platonic ideal of the idea that "all press is good press."
Sondhelm pleads with fundsters, like PMs who appear on TV, to stick to clear, concise messages and select subjects, while being authentic and passionate.
Trump promotes himself, is unafraid to address just about any subject, touts his success, and turns every supposed gaffe or faux pas into more poll juice. In financial services, a certain infamous court case
between two fund firms comes to mind.
Neil Anderson, Managing Editor
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