Admittedly, dealing with members of the media is not always a lot of fun for investment management firms. Reporters expect help with stories, even if they don't cast the firm in a very good light, and then there are the deadlines. Still, some companies are much better at it than others. In interviews with industry journalists, several firms received high praise for their PR efforts, but none matched that of T. Rowe Price, winner of the MFMN 2002 Best Mutual Fund PR Department award.
The most important thing a PR department can do is respond to inquiries quickly, according to industry reporters.