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When it comes to family offices and communications strategies, intentionality is key, as Partners Tim Ramsey, Allan Dunlavy, and Senior Associate, Michael Mpofu, explore.
Today, silence is no longer synonymous with privacy. As our colleagues Lily Kennet and Victoria O’Byrne have explored, rising scrutiny around wealth means families and their offices can no longer afford to be passive participants in how they’re perceived.
Whether your goal is to remain discreet or go public to attract investment, one thing is clear: a communications strategy is no longer optional – it’s essential.
The old rules no longer apply
Historically, the choice was binary. If you wanted visibility, you built a website, hired a communications team, and told your story. If you didn’t, you simply did nothing — and assumed that was enough to stay under the radar.
But the landscape has changed. Digital footprints are no longer optional, and a backdrop of polarised politics, rising social activism and global instability is putting new pressure on families and their offices.
"Whether you shape it yourself or let others define it for you, today, everyone has a profile. Doing and saying nothing now creates an information vacuum – one that others are more than willing to fill, whether it’s a journalist, activist, or AI-powered bot."
At the same time, the stakes for visibility have never been higher. As investors diversify from public markets, competition for private capital is intensifying. Private equity is now the number one asset class. For family offices to attract deal flow, capital or co-investors, discoverability is no longer a luxury — it’s a source of strategic advantage.
And even for those who opt for discretion, visibility remains a factor in managing risk. With 43% of family offices experiencing cyberattacks between 2022 and 2024, having a curated and resilient online presence is key to protecting reputation and deterring malicious actors. A vague or unmanaged profile often signals vulnerability, not privacy.
Whether your goal is to be public, private, or somewhere in between, the message is the same: you need a plan.
So, you want to remain private?
If discretion is your priority, your strategy shouldn’t focus on invisibility, but rather centre on control. Here’s where to start:
1. Understand your digital footprint
Look at yourself through the eyes of both allies and adversaries. What would a bank, co-investor, or vendor find? What might a journalist, activist, or cybercriminal uncover?
Go beyond Google: scan social media, public databases, and even family-shared content. Risks often come from unexpected sources, like a teenager’s oversharing on Snapchat, or a grandparent’s well-meaning but unprotected Facebook post. These fragments can be stitched together to build a narrative – or a target.
2. Take action to protect your privacy
Once you know what’s out there, take steps to manage it. That might mean opting out of public directories, removing outdated or inaccurate information – perhaps through legal means - or creating content that reflects your values. The goal here isn’t to disappear. It’s to shape what’s visible and stay ahead of what’s not.
3. Monitor to stay ahead
Privacy isn’t a one-off project. Ongoing monitoring helps you detect leaks, unauthorised disclosures, or the early signs of a reputational issue that may escalate. Staying alert means staying in control.
So, you want to be seen?
For many family offices, visibility is a deliberate and strategic move, driven by capital raising, succession planning or a desire to build influence.
With 41% of family offices undergoing generational transition in the next decade, and a third planning to increase allocations to private credit, the ability to communicate clearly and credibly is a competitive imperative. Especially when 30% believe the next generation isn’t ready to lead.
"If you want to be at the front of the queue – whether for deals, partners or influence – people need to know who you are and what you stand for."
1. Set your narrative
Your narrative is the cornerstone of your communications strategy. It should convey your origin story, values, long-term vision, and articulate why you’re a trusted and compelling partner. This isn’t about “spin”; it’s about being clear, consistent and authentic.
2. Build and execute your plan
From brand positioning and website development to media engagement and stakeholder outreach, your communications plan should reflect your unique goals. Whether you’re launching an investment vehicle or planning succession, every touchpoint should reinforce your narrative.
The bottom line: communicating with intent is key
"Whether your preference is for privacy, visibility, or a blend of both, the critical ingredient is intentionality".
In a world where reputations are shaped in real time — and often by others — taking control of your narrative isn’t vanity. It’s strategy.
Because if you don’t tell your story, someone else will.
- Partner Tim Ramsey MBE uses his background in behavioural science to help clients devise and implement strategies to protect and enhance their reputation, privacy, and security, in peacetime and in crisis.
- Partner Allan Dunlavy leads Schillings’ US office, advising high-profile clients on privacy, reputation, digital resilience, and crisis management, with particular focus on Latin America.
- Senior Associate in Schillings Communications, Michael Mpofu, advises clients internationally on matters such as transactions, crisis response, media engagement, and reputation management.
