Keeping the lines of communication open when things get rough is important for portfolio managers, Dan Sondhelm, vice president of Alexandria, VA-based Sunstar, a strategic media relations firm, told The MFWire. "Its important to still make time to talk to the press even in bad times," he said.

By staying in the public eye during these times, portfolio managers can make the sales and marketing teams' lives easier, Sondhelm said. "Sales people can use articles featuring portfolio managers' commentary as third party endorsements, a powerful selling tool."

There are two reasons Sondhelm has seen for the portfolio managers' reticence in talking to the press in bad times. The first is the most obvious one -- they are simply busy. Sondhelm said that even though things in the markets are hectic, managers should still make time to talk to the press, it will serve them well when things in the market improve and they want to get their message out again.

The second reason that Sondhelm hears from portfolio mangers as to why they would rather not do interviews now is that they are uncomfortable. "Portfolio managers often feel like they are personally under attack during interviews because the topics that they are asked about can be negative and difficult," he said. Sondhelm said this can be hard to overcome for portfolio mangers, but it is worth it in the end.  

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