1. Webinar: Let's talk about IR & PR in the investment community!
Patricia Baronowski-Schneider
Founder and President
Pris.ne Advisers
Patricia has over 25 years in the Investor Rela.ons and Public Rela.ons field.
She improve external rela.onships with clients, enhance marketability, and effec.vely
manages the flow of financial and public informa.on among clients, shareholders and the
financial community.
She has a strong talent for clearly communica.ng financial informa.on and business
strategies to a variety of audiences.

2. Let's talk about IR & PR in the
investment community!
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3. Are IR / PR / Marke.ng the same?
I always like to say a big NO
Investor rela.ons (or IR) is a specific sub-discipline of public rela.ons that
revolves around how a company communicates with investors, shareholders,
government authori.es, and the financial community.
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4. The Primary Goal of Investor Rela.ons
• Ensure that financial markets accurately value the company’s
assets, expecta.ons and future earnings and cash flows
• Maintain favorable access to capital markets
• Maintain market liquidity under all condi.ons
• Inform management and BOD about developments in
financial markets and percep.ons of investors
• Enhance management’s understanding of peer’s
performance, strengths and strategies
• Maintain open communica.ons and credibility with investors,
employees, customers, suppliers and communi.es in which
the company operates
• Ensure consistency of communica.ons with related
cons.tuencies and the trade, financial and general media.
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5. Key Elements of an IR Plan – Tac.c-Driven
1. Analyst Contact/Analyst Mee.ngs
2. Budget
3. Crisis Communica.ons Plan
4. Fact Sheet/Fact Book
5. Investor Contact (ongoing)
6. Investor Rela.ons Kit
7. Media Lists
8. Photo Archives
9. Press Releases (as needed)
10. Rela.onship with Specialty Firm/Market Makers
11. Rela.onships with Outside Vendors and Consultants
12. Website
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6. Key Elements of an IR Plan – Strategy-Driven
1. Analyst Day
2. Benchmarking
3. Broker Contact
4. Compe..ve/Industry Analysis
5. Corporate Governance
6. Disclosure Policies
7. Employee Communica.ons
8. Individua; Investor Program
9. Industry/Investor Conferences
10. Market Intelligence
11. Sell-side Outreach
12. Targe.ng
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7. Investor Rela.ons
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8. Are IR / PR / Marke.ng the same? (cont)
Public rela.ons is a strategic communica.on
process that builds mutually beneficial
rela.onships between organiza.ons and their
public.
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9. Are IR / PR / Marke.ng the same? (cont.)
MarkeEng
• Management process through which goods and services move from
concept to the investor.
• It includes the coordina.on of four elements of marke.ng:
• (1) iden.fica.on, selec.on and development of a product,
• (2) determina.on of its price,
• (3) selec.on of a distribu.on channel to reach the investor, and
• (4) development and implementa.on of a promoEonal strategy.
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10. In a nutshell
• I like to break it down as
• “IR” is communica.ng with the investment
community (current shareholders, poten.al
shareholders, analysts, brokers)
• “PR” is communica.ng with the public as a whole
(adver.sing, media rela.ons, events, webinars,
etc.)
• “Marke.ng” is your plan on how you execute the
above two – your plan to ensure that whatever
you are presen.ng to your investors and public
are done so in a fashion that best suits your goals
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11. Media Rela.ons
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12. 5 Advantages That Flow from
Consistent Investor CommunicaEons
Consistent and thorough investor communica.ons have a number of important
advantages, including:
• Force accountability: Investor rela.ons and communica.ons, such as monthly and
quarterly reports, will keep execu.ves accountable to themselves and to investors.
• Encourage evalua2on: The repor.ng components of investor communica.ons ensure
that execu.ves are consistently evalua.ng themselves and the company.
• Leverage rela2onships: Strong investor rela.ons make it more likely that an investor
will be able to iden.fy poten.al areas of growth, partnerships, or new business
angles. Companies benefit when investors are ac.ve advocates for them and can use
their rela.onships to help the company.
• Secure new investors: A record of strong investor rela.ons and a documented history
of the company’s performance, which are outlined in investor communica.ons, will
akract new investors.
• Build infrastructure: Act like a big business and you will become a big business.
Investor rela.ons and repor.ng are important infrastructure components for larger
companies and you should start developing this infrastructure early.
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13. So what should you do?
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14. Advantages of Public RelaEons
Public rela.ons has the power to reach a large audience,
giving your business the plalorm it needs to really shine and
allows you to akach credibility to your product or company.
1. Credibility -- Having credibility is so essen.al to a successful
business. Because PR and adver.sing are very different things,
consumers are likely to give credibility to your business when
they see it men.oned in the media (uncompensated!)
compared to when they see your ads or billboards. Studies
show that PR has 7 .mes more credibility among consumers
than adver.sing!
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15. Advantages of Public RelaEons (cont)
2. Target Market -- Media sources can place the
informa.on that is right up the consumers alley and
give them the required informa.on they need.
3. Cost -- While it’s true that PR can be costly if you
hire the wrong firm, considering the cost of other
promo.onal adver.sing, it is on the cheap end of
the scale. When you step back and look at the cost
of PR considering the possible leads when reaching
the right market, you’ll find that the cost is very
beneficial.
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16. Advantages of Public RelaEons (cont)
4. Lead Genera2on -- The media placement that
you receive from PR is long las.ng. You’ll likely
have an ini.al flood of leads, and then as .me
wheres on, you’ll no.ce that there is s.ll the
possibility of lead genera.on from just one good
media men.on. As people and businesses
stumble on the PR, it will s.ll be effec.ve at
genera.ng leads (thus leading back to our #3
point: cost).
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17. Advantages of Public RelaEons (cont)
5. Image -- PR isn’t just promo.ng an item or a
special. PR takes your en.re business and puts it
in the lights. This helps create an image of your
company and creates the possibility of a more
well rounded patronage. Effec.ve PR leaves
your company with a posi.ve image, which is
always helpful in the future
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18. 10 Content MarkeEng Benefits
• Increases visibility of your brand
• Develops las.ng rela.onships with your audience
• Improves brand awareness and recogni.on
• Creates loyalty and trust, with both your current customers and
prospects
• Helps you to build authority and credibility
• Posi.ons your business as an expert in your industry
• Generates traffic to your site to improve lead genera.on
• Opens a channel of communica.on through social shares and
comments
• Helps your customer move through the purchase decision more
quickly
• Provides value with no strings akached
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19. Social Media – the dreaded word
“We’ll be out of compliance” is s.ll the major reason that financial services
firms block the use of social media for regulated users. However, that fear is
contrary to the evolving regulatory landscape. Both the Securi.es and
Exchange Commission (SEC) and Financial Industry Regulatory Authority
(FINRA) state that they see a value in social media as an educa.onal tool for
investors.
This apprecia.on for social media was reinforced recently at the LIMRA /
LOMA 2014 Social Media Conference for Financial Services, at the “Ask the
Regulators!” session.
Owen Donley, Chief Counsel, Office of Investor Educa.on and Advocacy, SEC
and Thomas Selman, Senior Vice President, FINRA discussed how their
respec.ve organiza.ons seek to protect investors and generally view social
media in a posi.ve light.
hkp://www.forbes.com/sites/joannabelbey/2014/09/03/yes-finra-and-the-sec-like-social-media/
#5a73d2c112ce
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20. Social Media – the dreaded word
The use of social media by the financial services industry
is rapidly accelera.ng. In growing numbers, registered
investment advisers (“RIAs” or “firms”) are using social
media to communicate with exis.ng and poten.al
clients, promote services, educate investors and recruit
new employees. Pursuant to Advisers Act Rule 206(4)-7,3
firms using social media should adopt, and periodically
review the effec.veness of, policies and procedures
regarding social media in the face of rapidly changing
technology.
hkps://www.sec.gov/about/offices/ocie/riskalert-socialmedia.pdf
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21. Social Media – the dreaded word
• Social Media and InvesEng
Social media and the Internet in general have become
important tools for investors. Investors may use social media
to research par.cular stocks, look up background
informa.on on a broker-dealer or investment adviser, find
guidance on inves.ng strategies, receive up-to-date news,
and discuss the markets with others.
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22. Social Media
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23. Social Media Benefits
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24. Social Media Benefits
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27. What should the rela.onship be between
PR or IR and an investment fund?
Either is integral to giving a fund a voice or an iden.ty - a
presence in the marketplace that goes beyond the
opening and closing bell - so current and prospec.ve
investors can dis.nguish this or that fund from the
compe..on. Put a different way, silence is not an op.on;
which is to say, without PR or IR - without a means of
ar.cula.ng an idea or laying claim to a novel approach to
inves.ng - your target audience has no reason to know
you exist; they have no cause to know anything about the
individual strengths a fund or company possesses, nor
will they want to invest in something that seems too
foreign, abstract or remote.
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28. How do you quan.fy the value or ROI
of PR or IR?
By way of example, a cover story in a major magazine - or
a segment on a top financial TV show - is, for all intents
and purposes, free. Compare that with adver.sing for
similar space or commensurate .me with the same
venue - the adver.sing costs are tens, if not hundreds of
thousands of, dollars - where your message has none of
the same credibility. You can calculate that expense
down to the last cent; but there is an incalculable value,
too, which accrues to businesses that transform
themselves into brands. A brand resonates with the
public in a powerful way, making a company's perceived
value - indeed, its actual value - all the more worthwhile.
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29. Why is PR or IR a necessity?
Without it, to reiterate an earlier point, you
cede ground to the compe..on; you forfeit
poten.al investors to the compe..on, thus
enabling the most vocal fund or Company -
which may not necessarily be the best fund or
Company - to increase the amount of money it
has under management. That scenario is
unacceptable.
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30. What are the risks of not having a PR or IR
strategy?
Should a crisis happen, be it a temporary
setback with your fund or Company — or
damage due to specula.on, rumor and
innuendo, you have no program in place - you
have no professionals at the ready - to reverse
this possible exit, by investors, or correct this
misinforma.on, by the press.
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31. And finally, how should PR or IR help
investors?
It should clarify essen.al informa.on, crystallize
intelligence into intelligible content and convert
otherwise abstract data into accessible material.
In so many words: Give investors something
they can use, something that helps beker
understand the advantages - and reasons to
invest, or to con.nue to invest - in your fund or
Company.
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32. Proven Results
These are just some results from our
client IR/PR/MarkeEng Programs
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PrisEne Advisers: Call Today
631-756-2486
Or visit us online
www.PrisEneAdvisers.com