Investor Relations

IMPLEMENTING BEST PRACTICES IN INVESTOR RELATIONS 121in the body of the message, along with details on how to reach the spokespersonsand about any meetings scheduled. The full press release is in thiscase sent as an attachment.The recommendations below are designed to optimize efforts to producequality press releases that relate to finance or strategy (announcements ofearnings, M&A deals, or financial transactions):When writing the press release, bear in mind that it will be the firsttimeintroduction to the company for a number of potential readers. It isunwise to assume that all who receive the release will already be familiarwith the company.Readers are put off by press releases that are too long. Lengthy textsshould be split into separate files, notably separating the appendicesfrom the rest and specifying that the text and all attachments constitutethe official press release.If visuals are used to support the meeting or the conference call, theyshould be structured around the same key messages that are listedin the press release. The announcement will gain in conviction andconsistency.3.6.2 Visuals, Presentations, and SlideshowsThis is another key Investor Relations tool, one that also requires great skilland ability to be concise. Clear and insightful presentations can transformanalysts’ and investors’ perception of the business and move the companyvaluation. It is also a tool by which investors can measure executives.3.6.2.1 FormResearch has shown that the way people take in information during a presentationis 55% visual, compared to 38% vocal, and only 7% through textwhich plays only a small role in getting messages across. It is very basicbut nonetheless necessary to reiterate that visuals must be pleasing to theeye and not too overloaded with text, diagrams, or curves. It should also bepossible to read them from the back of the meeting room.Graphics and animation are not used often enough to convey messages, fora simple reason: Presentations are unfortunately completed too late to allow formanagement to rehearse and adapt speeches to the animated flow of charts.Before putting together any new presentation, the IROs must review theprevious one. Any changes in form or messages will be noted by analysts,and their reactions should be anticipated and prepared for.