INVESTOR RELATIONSCLIENT RESEARCH• Current financial status• Past financial status• Status in marketplace• Status of marketplace • Cost of goods • Product Rumors.
INVESTOR RELATIONSAUDIENCE 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.• Don’t tick off the Securities and Exchange Commission. They can make your life miserable.
INVESTOR RELATIONSIMPACT OBJECTIVES• Perception matters • Drives media attention • Keeps big fish happy• Cash matters more• Output objectives don’t matter as much. This is results oriented public relations.
INVESTOR RELATIONSPROGRAMMING• 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
NUANCES• Credibility is king.• Don’t 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.
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. You’ll be asked to present it in outline form.• The rest will be short answer questions like we saw before.