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.

1. PUBLIC
RELATIONS
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FEBRUARY 29, 2011

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.
• Don’t 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 don’t 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.
• 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.

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.
You’ll be asked to present it in outline form.
• The rest will be short answer questions like we saw
before.