Published on November 19, 2009
IR in the Business Cycle The Case for Investor Relations Gerard Francis Corbett Redphlag LLC September 2009 Copyright, 2009, Redphlag LLC
What is IR The strategic management responsibility to communicate the state of the company and its affairs to stakeholders Integrates finance, communications, marketing and securities law to effect open two-way communications between the company and its stockholders. Ultimately is responsible for assuring fair valuation by the public markets The function that provides the information gateway to a company’s constituencies
The Value of IR Provides the best opportunity for a fair valuation of the company’s stock Contributes to brand value through higher market value Greater market visibility through analyst and media communities Thought leader positioning
The Benefits of IR Higher market value Greater brand value Command premium pricing on products and services Sales cycle is easier and more efficient Easier to recruit and retain talent Weather crises more readily Competitive edge Better access to further capital and a lower cost of borrowing
Who is the audience for IR Investors Shareholders Customers Market analysts Employees Bankers Regulators Government officials The financial community at large
IR Information Sources The company itself Web site News Announcements Speeches/Presentations One-one Interactions Annual and Quarterly Reports Trade shows/exhibits SEC Analysts/Analyst Reports Industry Forums Trade Shows Customers Competitors News Media Social Media – Blogs, Online Groups and Web Networks
IR Reporting Relationships Corporate Communications/Public Relations Finance Legal Corporate Secretary Human Resources Marketing
The Case for Single Reporting Relationship Cost efficiency (one function/one department) Unified messaging Consistency to all constituencies Greater message control Strong message management Tighter Brand Management
Ideal Reporting Relationship* *How Corporate Communications Works, Argenti & Forman
Required Infrastructure for IR Computing/Communications equipment Video/audio recording equipment Web site News distribution network Mobile smart phone
Characteristics of an IR Specialist Adept communicator Good writer Understanding of accounting and finance Presentation skills Team player Speech giver Diplomatic Grace under pressure Short learning curve Patient Trend/Industry follower Jack of all trades
IR Specialist Skills Hard Skills Soft Skills Financial communications Writing Public relations Credibility and integrity Media relations Flexibility Strategic planning Persuasive appearance Accounting Articulate speaker Administration Analytical skills Banking (general knowledge) Strong Networking capabilities Legal Loyalty Marketing Team work Equity trading Organizational knowledge Ratings Objectivity Corporate finance Diplomacy Financial analysis and modeling Selling skills Economics Think strategically
Fortune 200 – Sample Titles (Corp Comm. and IR) Thomas & Betts – VP, Investor and Corporate Relations Cisco Systems – SVP, Corporate Communications and Investor Relations Aecom Technology Corp. – SVP, IR and Corp. Comms. ONEOK – VP, IR & Public Affairs Grainger – SVP, Communications and Investor Relations IBM – SVP, Marketing & Comms. FedEx – VP, Global Communications and Investor Relations L-3 – VP, Corp. Comms. And IR Tellabs, VP, Corp. Comms. Hitachi – General Manager, PR/IR AT&T – SVP, Corp. Comms.
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