Private equity firms in marketing overdrive

How do you manage your way through a crisis? Get back to the basics of good old fashioned marketing. The Financial Times reports that top private equity firms are bent on differentiating themselves from the pack right now. Apollo's Leon Black sent "a highly unusual letter" to investors that says he received better offers for his portfolio companies than other private equity shops. KKR held a conference call with its investors to make sure they knew that KKR Financial was much different than Carlyle Capital Corporation which, of course, went belly up. This is smart. The high-touch approach may be the best way to prevent a run on assets. Hedge funds ought to be doing even more of this touching right now.  

For more:
- here's the Financial Times article

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