Reputation building in the highly competitive private equity industry

GTCR Case Study - Brand PositioningFor more than a decade, The Harbinger Group has worked closely with GTCR, a leading private equity firm, to enhance its reputation among key audiences and within industry sectors as the truly differentiated, highly professional, results-driven leader. In a particularly high-stakes and ever-evolving industry, remaining abreast of the private equity landscape and identifying the best, most targeted opportunities to raise the profile of the firm is critical for success.

THG follows a communications strategy that leverages the firm’s thought leadership and deal activity to elevate GTCR’s brand awareness. More specifically, we tell the “GTCR story” and showcase the firm’s expertise through media relations, thought leadership, speaking engagements and industry awards. Building professional relationships with private equity reporters, THG secures numerous interviews for GTCR experts to discuss not only deals, but also to share their insights and fresh thinking re: industry trends with media outlets such as CNBC, The Wall Street Journal and peHUB—to name a few. Elevating the firm’s thought leadership, THG also identifies and secures multiple speaking opportunities within the industry to share their PE expertise with targeted audiences, including at conferences hosted by The Deal Economy, Mergers & Acquisitions and Buyouts. Harbinger also spotlights GTCR’s successes through award recognition that demonstrates the firm’s exceptional work in the industry, including Buyouts “Deal of the Year”. Between cover stories, deal announcements, awards and speaking engagements the Harbinger Team always is looking for the next big marketing communications win for the firm.