Reputation leads. Growth follows.
Your coverage is not your reputation. We read your disclosures, your coverage and your footprint the way your judges will, allocators, journalists and the machines that now answer for you, and we fix what fails before they price it. Reputation is priced at the fundraise and in diligence. The gap between how a firm is seen and what its record shows is where capital is lost without anyone knowing why.
The 360° Baseline
Brand recognition, transparency and reporting, read from the public record and scored against best practice. The 360° Baseline (the Reputational Risk Baseline) scores reputational risk out of 60 across six factors: share of voice, how the press reads the firm, whether its narrative survives its own filings, its search and AI footprint, its live risk register, and the strength of its relationships. Every mark is verified against primary documents. AI does the gathering at scale. Senior counsel does the judgement. For wealth-channel products, a semi-liquid reading covers redemption requests, gates and advisor-facing disclosure, read as your distributors read them.
What we do
Media relations and media training. Strategic and transaction communications. Crisis and special situations. Allocator and investor communications. Second-opinion counsel. And thought leadership: writing, creating and disseminating complicated, in-depth work around complicated alternatives products. It is written by seasoned market operators, with long histories in designing, managing, strategising, communicating and selling those products, argued to the standard diligence applies and placed where the judges read.
How we work
Baseline first. Then the work is bought in blocks, never on a retainer: $5,000 a block, at $350 an hour, about fourteen hours a block, each block a defined piece of work with a named result attached. Each block is invoiced on its delivery, with a short report against the measures agreed before it started. When the record breaks, a defined crisis block puts senior counsel on the record the same day. If you have an agency, keep it. The reading will tell you what its work is worth.
Experience
Counsel that has sat on every side of this market: newsrooms, agencies, and inside leading asset management businesses. Twenty years on the private markets beat.
Our philosophy
I founded Reputa to close a gap I kept meeting from every side of this market. Firms are judged on their record: the filings, the tenders, what they honoured and what they disclosed. Allocators read it in diligence. Journalists read it before they write. Machines now read it before they answer. Yet most firms never read it themselves. They manage what they say, and call it reputation. Perception is how a firm is seen today. Reputation is who it is known to be over time, and reputation is what gets priced, at the fundraise and in diligence. Reputa exists to read the record properly, and to fix what fails before the judges price it. Media relations, in this firm, is not a service bought in. It is my own practice, and the connections run on all three sides of the table: the journalists who write the record, the managers who live inside it, and the investors who price it. That is what the counsel adds: a perspective that is additive rather than decorative, changing what a firm does, discloses and honours, not only what it says. Reputa is the formal transition of the practice Craig Allen has run for many years as Allen & Associates: the same firm and the same systems, under the name the work has always carried. Reputation leads. Growth follows.
Ask us for your baseline: craig.allen@aacomms.net