Investor Relations

104INVESTOR RELATIONSregulated and required by most of the world’s major stock exchanges (seealso sections 3.5.6 and 3.5.7).Analysts, investors, and journalists will evaluate the company’s reputationpartly based on awards and positions in various rankings for product orservice quality.This is also an opportunity for company to describe the quality of theirhuman resources, labor policies, employment attractiveness, and sustainabledevelopment policy.Corporate business vision and mission statements may also be publishedto create a framework of values adopted within and around the company,associating all the company’s stakeholders, including the financialmarkets.3.5.2.3 Human resourcesCompanies will focus on the experience, depth and diversity(gender, geographical origin, education) of staff’s skills, providing allthe information needed to allow markets to evaluate their renown andreputation.This is one highly visible area in which dynamic interaction is requiredbetween financial, corporate, and internal communications.3.5.2.4 Commercial, technological, and financialperformanceCompanies highlight their track record in terms of financial results as wellas achievements in other fields: industrial, commercial, and technologicalachievements, for instance. Wherever and whenever possible, they providethe following: Presentation of their different businesses and respective marketpositions. In this respect, communicating on market shares and leadershipis tricky, particularly when it comes to financial or transaction-related documentation:Market authorities may require that these message be supportedby third-party evidence. Historic trends and performance comparisons. For instance,comparing results over a period of several years (such as in “Sales growthexceeded 5% for the third year in a row”), and not simply with the previousone (“Sales were up 5% compared to the previous year”), gives a senseof strength and credibility of management’s ability to implement strategicdirections.