471 Investor Relations
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This document provides guidance on investor relations for a public relations client. It outlines areas of research for understanding current and past financial status as well as the marketplace. Maintaining positive perceptions with large shareholders, financial publications, and regulators is key. Effective programming involves keeping shareholders and media updated while also maintaining credibility through transparent messaging. The document concludes with instructions to review case studies and an emergency PR checklist.
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- 2. INVESTOR RELATIONS CLIENT RESEARCH Current financial status Past financial status Status in marketplace Status of marketplace Cost of goods Product Rumors.
- 3. INVESTOR RELATIONS AUDIENCE RESEARCH The larger the shareholder, the more they matter. Financial publications have the ability to move the meter on smaller investors. This can irk stock prices, which can irk larger investors. Dont tick off the Securities and Exchange Commission. They can make your life miserable.
- 4. INVESTOR RELATIONS IMPACT OBJECTIVES Perception matters Drives media attention Keeps big fish happy Cash matters more Output objectives dont matter as much. This is results oriented public relations.
- 5. INVESTOR RELATIONS PROGRAMMING Sometimes the best PR is silence. You have to keep shareholders happy and let them talk Annual meetings Open houses You have to keep media happy Special meetings Be accessible
- 6. NUANCES Credibility is king. Dont ad lib. Stick to your key message points. You are evaluated on realities often out of your control. Tell the truth, or go to jail. Audience participation is key, but remember your audience is smaller.
- 7. FINAL Three case studies. You will pick one. One will be on Public Affairs One will be on Integrated Marketing Communication. One will be on something else. Memorize the Emergency PR Checklist on page 368-369. Youll be asked to present it in outline form. The rest will be short answer questions like we saw before.