1. PUBLIC
RELATIONS
471
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.