Ebook Online Marketing to Investors: How to Develop Effective Investor Relations, by Daniel R. Valentine
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Online Marketing to Investors: How to Develop Effective Investor Relations, by Daniel R. Valentine
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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.
- Sales Rank: #4657452 in Books
- Published on: 2015-04-21
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .25" w x 5.98" l, .37 pounds
- Binding: Paperback
- 118 pages
Review
"This is an important book that every investor relations practitioner ought to read. The investor relations industry remains ten years behind the rest of the PR world, but this book, written by a leading practitioner, unlocks the knowledge needed for modernising your practice and doing a first-rate job in the internet age." --Alex Singleton, author of The PR Masterclass the UK s best-selling book about media relations
Investor relations is no dark art, but an essential, and strategic, communications function. This book is full of excellent advice, and will change the way you engage with investors. Every CEO, CFO and Communications Director should buy it. --Francis Ingham, Director General of the Public Relations Consultants Association (PRCA) & Executive Director of the International Communications Consultancy Organisation (ICCO)
About the Author
Lecturer, Regents University, London; and Visiting Professor, Grenoble Ecole de Management
Most helpful customer reviews
1 of 1 people found the following review helpful.
Not just another pretty book ...
By DAC000
Unlike many other tomes, in ‘Online Marketing to Investors’ Valentine not only outlines and details theory, but also links it with practical steps embedded into a coherent strategy. A welcome addition is the consideration of social media, again stressing the practical and leading edge emphasis of this book. If you’re an accomplished professional who needs to keep current, this book is essential reading.
0 of 0 people found the following review helpful.
Essential reading for managers
By 99YES96
This new and succinct book clearly demonstrates the paradigm of marketing for analysing the engagement of investor relation officers, and taking a view on the potential that corporates could gain from utilizing effective communication to their financial audiences. From an academic perspective this book is very practical and tremendously relevant to students of marketing with an interest in social media and, keen on researching companies communication strategy to investors.
As readers flow through the book they will find how investor relation profession will only get more influential, and the opportunities for improvement in efficiency is still to be witnessed. As we are quickly approaching a new technological wave, efficiency can provide credible answers in the boardroom when challenged in investor marketing and other internal or external changes.
Daniel rightly managed to emphasise and constantly remind the reader of the importance of investor relations in each chapter and finely links it with relating subjects in each chapter. What is also unique is giving the reader a quick historical context of the topic being discussed such as how the London Stock Exchange works, corporate reputation and ethics of investor relations.
Professionals in investor relations will simply get a view on their practice, which if considered and applied, it could deliver more efficient results and value. Young aspiring academics will be assured, as they discover key academic writers in the concept of marketing that will give them scope to think on matters that directly concern their research/dissertation and simply ‘fit the puzzle’. It is an excellent starting point in building a strong literature review.
I particularly enjoyed the models in this book that are easy to remember and not lose track of the writer’s flow of the matter he is engaging in. Finally the case studies (MyTravel and Cattles plc.) that were offered mark a sharp ending to the book. Rather by lightly drawing from issues that were discussed in previous chapters to emphasise the main aim of the book, which is effective engagement with the financial markets.
Overall, this book is not for everyone. It is to be used to stimulate the reader's thinking towards a practical and direct action solution in the area professionally and/or academically.
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