With investors still worried about the state of the economy and fairness of markets, fund companies have redirected much of their public relations efforts at stressing the benefits of long-term investing, showcasing the expert opinions of their investment managers and stripping the varnish off spin.

"There is more interest and requests for our investment managers as thought leaders," said Andrew Schlossberg, chief marketing officer of Invesco and head of Invesco PowerShares. Topics of particular interest include international opportunities, fixed-income products and dividends, he said.

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