PUBLIC RELATIONS 471FEBRUARY 29, 2011

INVESTOR RELATIONSCLIENT RESEARCH

• Current financial status

• Past financial status

• Status in marketplace

• Status of marketplace

• Cost of goods• Product Rumors.

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.

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.

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

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.