Investor Relations - A Practical Guide - Investis

Areas that financial PR
agencies advise on:
• Communications strategies
• Business and financial media strategy and
relations
• Financial calendar reporting
• Drafting of regulatory news releases and
financial communication presentations
• Peer monitoring and analysis
• Gathering analyst forecasts and establishing
consensus forecasts
• Corporate governance issues
• Shareholder analysis
• Investor targeting
• Roadshow management
• Investor perception audits
• Analyst liaison
• Crisis communications issues
• The in-house corporate PR function
Financial PR key audiences
Primarily, the audiences that a financial communications
agency will engage with on behalf of its client are the
business media, sell-side analysts, private client
brokers and, where required alongside the company’s
corporate brokers, institutional investors:
Financial/business media
A financial PR agency will have extensive
knowledge of and contact with the financial and
business media. The agency will provide advice to
its client to maximise the opportunities available to
them to communicate with the global marketplace
and will use its detailed knowledge of the media to
best advise its clients on particular situations.
Sell-side analysts
Sell-side analysts will issue stock recommendation
notes on companies, based on their understanding
of the business, its markets and future prospects.
It is the agency’s role to manage the relationships
with the analysts, including engaging them at
financial calendar events such as full-year and
half-year results, conducting perception studies
and keeping the company informed of analyst
sentiment and consensus forecasts.
Private client brokers
Should a quoted company wish to market itself to
private client stockbrokers as a means of gaining
access to private investors, financial PR agencies
are often the adviser who will arrange for the
company to meet with private client broking firms.
Institutional investors
In addition to the above audiences, financial PR
agencies can, when required, provide investor
relations advice and independent perception audits
relating to institutional investors.
The Investor Relations Team 39