The private equity industry is using the relative lull before the general election season heats up this summer to frame the issue of what it is exactly the industry does. The Private Equity Growth Capital Council is out today with a new video full of happy sunshine animation that describes the industry's business model.
The effort is part of the industry's Private Equity at Work Campaign launched largely to counter the negative coverage the industry experienced earlier this year when Mitt Romney's Republican rivals began attacking his work at the private equity firm Bain Capital. In addition to advertising the video and educational campaign in swing states, PEGCC is flooding the inboxes of political reporters.
Because it's only a matter of time before Democrats pick up where Republicans left off and begin pummeling Romney for his ties to private equity.