While the private equity market remains robust, it’s no longer a given that firms will make the kind of money they did just a few years back. In the fourth quarter of 2012, U.S. private equity activity hit a lofty high—with 1,070 deals closed to the tune of $190 billion, according to PitchBook. Fast forward to mid-2016, though, and it’s slower going. The 719 second-quarter deals, worth $135 billion, marked a one-third drop in volume. Yet in the quest to survive and thrive, the value of media attention often goes overlooked. That’s understandable, given that the phrases “private equity” and “public relations” imply diametrically opposite spheres.Since public listing or trading never enters the picture, does it really make sense for private equity firms to seek attention? The answer, it turns out, is …”
