Investor Relations

IMPLEMENTING BEST PRACTICES IN INVESTOR RELATIONS 1313.6.7 Financial AdvertisingDepending on applicable regulations, there may be restrictions regarding format,content, frequency, and distribution channels. This is often a lucrativeactivity for the media that print advertisements. Financial advertising is typicallyused to attract retail investors and may turn into wide-scale campaignswhen companies are advertising major events like privatizations or capitalincreases. Financial advertising can be an excellent means for medium-sizedcompanies to build their corporate reputation, provided that the adsare not too crowded with information and remain visually appealing;include the main messages and financial data as well as informationabout where and how to find the complete information;provide contact details for the IR department rather than just the corporateWeb site address where additional information can be found.Financial advertising via online banner ads on stock-market Web sites isbecoming increasingly popular. Users can in many cases merely click oninteractive banners to go directly to a full press release, the issuer’s Website, or a presentation.3.6.8 Press KitsPress kits are prepared for media representatives during special events oras a basic documentation about the company. They usually include thefollowing:The most recent press releases;Biographies of executives and, when appropriate, speakers;A brief history of the company along with key events and figures;A copy of a presentation that will be delivered;Visuals such as logos and photographs;Contact information for the press service and the press officers, internallyand, if applicable, the appointed Press Relations agency.The kits should also be archived on the company’s Web site under the sectionintended for journalists.