AIMA, the Alternative Investment Management Association, is forming a PR working group as it looks to influence the industry press. While Cognito is already working with funds, platforms and bodies to position their offerings in a positive light, this is very much a progressive step for a sector that has traditionally shied away from speaking with the media. It is important for senior management teams to recognise that communicating is an integral part of their businesses. At a time when some of the UK's biggest hedge funds are threatening to leave the UK unless a draft European directive regulating the industry is rewritten, there is a great deal that can be done, to achieve a significant impact among regulatory stakeholders.