May 13, 2009
D i x & E ato n
From Surviving to Thriving – IR for the Coming Recovery
by Rob Berick, Managing Director
While experts anticipate the financial markets will begin showing signs of a sustained recovery sometime in the second half
of 2009, it would be foolish to assume that it will be “business as usual” for those charged with investor relations. Historic
changes have taken place that will permanently affect all sides of the Street – from the seismic shifts that have forever
altered the banking landscape to the continued erosion of the sell-side analyst community to the diagnostic process used by
investors to scrutinize investment alternatives.
One thing is certain: given the glut of once-in-a-lifetime valuations of household-name stocks that will be available to
investors, all companies – but particularly lower-profile, micro-to-mid-cap companies – will have to work harder than ever
before to regain the attention of the Street. A recovering market is a buyers’ market, so you cannot afford to wait for the
Street to find you.
Here are three steps you can take now to make sure your IR program will be ready for the recovery:
• Refine your messaging. Over the next 12 to 15 months, investors will be looking for security. Therefore, companies
with sound business models – built to produce solid financial results with strong liquidity – will have a competitive
advantage. Companies will further separate themselves from the pack as “safe bets” by offering near-term growth
opportunities that are not capital-intensive and/or can be funded by internal resources. Addressing the security quotient
in your messaging will help investors understand that your company is poised to prosper in the recovery.
• Rethink your online tools and strategy. Investors have had to change their business practices to reduce costs and
maximize profitability. Today they are relying more heavily on the Web for “free” data when identifying and evaluating
investment ideas. Your IR site should serve as a 24-hour “call center” that has relevant information in a user-friendly
format. You should also evaluate and selectively take advantage of online and social media platforms that can help you
raise your profile with investors.
• Revitalize your targeting efforts. Even in the best of times, attracting and retaining loyal, long-term investors is easier
said than done. During a market recovery, competition for these investors will be ferocious. Compounding matters in
this recovery is the fact that the long-time channel to the Street – the sell-side analyst – will not be as widely available
as in past recoveries. Thus, you will likely need to consider alternative roads to the Street, including targeting current
shareholders who have the capacity to build their positions; investors in your own backyard where you have higher name
recognition; and brokerage houses, which can help tap into the retail community in an effective and efficient manner.
The coming recovery will offer unique opportunities for companies with compelling growth strategies and the resources to
fund them. Now is the time to get the messaging, tools and plans in place to ensure that your company’s story is reaching
the right investors.
Rob has much more to say. To discuss these issues in depth, please contact him at 216-241-4611 or
For more on the latest developments in IR issues, see Rob’s blog or follow him on Twitter @robberick
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