Putting your mouth where your money is - how good PR can raise profile, and assets, for your hedge fund

When London's Rostron Parry PR started communications work for a shipping hedge fund, few had heard of the concept. Now few haven't and, as Simon Rostron explains, working with experts to talk about a compelling product you're proud of can kindle more than just a little interest among a fair few investors…

It's all about Ralph Waldo Emerson. You remember him - the American with the better mousetrap?

"Build a better mousetrap and the world will beat a path to your door."

Actually Emerson didn't say this at all, he actually talked about corn, wood, boards, pigs, chairs, knives, crucibles and church organs - mousetraps didn't get a look in but it is by them (falsely or not) we remember him.

Whatever the subject, the meaning of the quotation is clear: if it's better it will sell. But will it? And, in an