Online Marketing to Investors: How to Develop Effective Investor Relations
- 1h 19m
- Daniel R. Valentine
- Business Expert Press
- 2015
Investor Relations (IR) is the corporate function responsible for advising the senior officers of a listed company on the relationship between the company and the market for corporate stock. Although a young discipline, IR is now an essential body of knowledge for aspiring FDs, CEOS and Directors of Communications and this book provides an expert introduction to the key issues and skills. Since the 1980s IR has rapidly penetrated the highest levels of corporate management as the importance of good relationships with investors and financial intermediaries has become clear. The marketing of corporate stock is a key part of the value of effective IR, although the highly regulated nature of the world's leading stock markets means that a very specialized form of marketing is required. Digital channels present great but under-utilized potential to contribute to ever more effective investor relations. Online platforms offer fast, comprehensive, economical, flexible and regulation-compliant methods of disclosing corporate information to investors, analysts and other relevant parties in the investment evaluation and decision making process. The book examines both the reasons for the very limited use of online technologies in corporate communications with investors as well as the very sparse academic literature relating to online investor relations. It then describes ways in which digital mechanisms can facilitate publicly listed organizations by building transparent, mutually-beneficial and lasting relationships with investors and financial analysts ('the City') using both established and emerging online platforms and tools. The book concludes by summarizing four key challenges facing online IR in the next decade.
About the Author
Daniel Valentine, mcipr, mcim, frsa, was previously a senior Investor Relations Officer for companies listed on the FTSE250 and FTSE100. He is currently Director of Communications for one of the UK’s best known organisations, Visiting Professor of Strategic Management at a leading European business school, and Research Director of Oxford University’s “UK Investor Engagement Survey”, an annual measure of best practice in financial communications.
Daniel is a recognised expert in investor marketing and public relations and has spoken at conferences in Europe, the Middle East, Africa and Asia. Through consulting, training and speaking, Daniel has helped organizations large and small all over the world. He has been interviewed on countless news programmes and is regularly contacted for comment by leading news agencies.
A graduate of Oxford University, the University of St Andrews and King’s College London, Daniel served with the reserve forces in the Royal Corps of Signals, the combat arm that provides the communications throughout the command system of the British Army. Daniel is a member of the Oxford & Cambridge, East India, and Victory Service Clubs.
In this Book
-
Online Marketing to Investors─How to Develop Effective Investor Relations
-
Preface
-
The Purpose of Investor Relations
-
The Development of Investor Relations
-
The Ethics of Investor Relations
-
How the London Stock Exchange Works
-
Marketing and IR
-
Principles of Corporate Reputation and Investor Communication
-
Crafting an Investment Thesis
-
Crafting the Investor Marketing Strategy
-
Executing the Strategy
-
Introducing the Internet
-
Using Traditional Online Channels
-
Using New and Social Media
-
The Future of Investor Relations
-
Case Studies
-
References
