O N E T W O T H R E E

Rethink the IR section Reach-out to investors Create a twitter and

of your web site. through a social media other microblogging
Don’t start with the gimmicks. Start by
focusing on the quality of your content and program that includes accounts to
the tone and approach of your
communications philosophy. At the IR
posts on other sites. . communicate (and ask
section Of your web site, create a blog just
There is no rule that says a company can post
its comments only on its own site. If Smith
for) fast-breaking
for investors. This is where the CEO may
post some comments about trends in the
Conglomerate were in the ballpoint pen news.
business, for example, and somebody wrote Much news can be communicated in headline
industry, or where the CFO can provide
on either their or someone’s blog that the form, perhaps with a link attached to the
further elaboration on an accounting
ballpoint pen business was dying, it’s perfectly headline. Twitter and other microblogging
change. How about the head of R&D

Five Steps That Can Be Taken

appropriate for the company to respond with sites are perfect for that. The company could
discussing new products in development, or
a posting that says research and market trends have thousands of interested investors to
the head of marketing talking about a new
that substantiates that the business is whom it can quickly communicate something
product launch? This would be the domain
growing. Posting on the other site, therefore,

Right Now To Put Social Media

like “New contract win just announced; extra
of the head of IR, and where he or she can
does two things: 1) it corrects a mistake that $xx million in 3rd quarter. See this web site.”
also post articles about the IR philosophy, or
could be dangerous if it was factored-into Alternatively, twitter can also be used to solicit
perhaps a personal description of the mood
investor decisions, and 2) it exposes the information. Imagine this: “Have questions

To Work For IR Programs

or the most-asked questions at an investor
company (and its contact information) to more for next conference call? Send them to email
conference. Yes, much of this may have to
people who can then link to the company’s address.” That way, the company can get a
be vetted by the General Counsel, but it sets
own social media and information program. real idea of just how much (or little) an issue is
the right tone with current and prospective
Correcting a mistake isn’t the only reason to on the mind of investors.
investors, and it would be a major step
post on other sites – any legitimate reason
Jason Siegel • Managing Director forward in total and fair disclosure.
By: Doug Poretz • Co-founder & Partner works. Of course, normal rules of investor
703-625-3560 • jsiegel@qorvis.com relations and legal best practices prevail.
703-408-1880 • dporetz@qorvis.com

F O U R F I V E
There may well be questions about which social media tools will have long lives and which will die because
they are too faddish or because they do not evolve as quickly as they will need if they are to become
Use Facebook as the Make all investor
centerpiece of your IR
integral to the future of communications. But one thing is not at issue: the age of social media is here. relations content
social media efforts.
People are communicating differently, expecting to receive information differently, and given more options Facebook is a true social media leader. There’s widget-able and into a
to interact with other people (those they know and those they don’t).
good reason for that, much of which relates to
just how robust the system can be. A separate
mobile application.
Increasingly, people are wanting (expecting)
Facebook account for a company’s IR program
their information to be easily and readily
can be established. Assume the name of the
available, wherever they are. Widgets that sit
Here are five steps that can be implemented right now to bring an IR program up to date with current social company to be “Smith Conglomerate, Inc.,”
on desktops is one way. Another approach,
the Facebook name could be as simple as
media capabilities and habits. This list isn’t a be-all and end-all, and certainly there are other actions that “Smith Investors.” The frequently used “fans
which is likely to become SOP, is to develop an
application for a smart phone. To see what
can be taken, but all the following are relatively easy, quick, and inexpensive to do. of …” Facebook name would be inappropriate
one is like, ABC-TV recently did a feature that
for an IR program because it connotes hype.
covered a mobile application for people who
At this Facebook site, investors could ask
attended the Presidential Inauguration in
questions and allow the company the
Washington. You can see the clip here:
opportunity to answer them publicly (all
http://abcnews.go.com/video/playerIndex?id=6
About Qorvis Communications questions can be reviewed before they are
639135 Here’s an idea for a smart phone
posted). It would also be the place where
application that could be used for investor
Qorvis specializes in corporate communications on national agency, with the quality and attention of a boutique firm. people can link to ways to set their
relations for our example of “Smith
and international levels. Our clients have included Fortune 500 preferences about getting news alerts, or
Conglomerate, Inc.” Of course, the number
companies, as well as major international companies Our ability to effectively identify and isolate our clients’ issues make requests for information, get links to the
and use of the buttons could be changed from
latest investor calls or presentations, etc.
headquartered in Europe, Asia and the Middle East. on every level comes from our experience and full-service the example below.
Here, too, would be where the company can
capabilities. give investors the opportunity to choose which
We help companies build and maintain strong reputations, social media tools they want to use for
manage difficult crisis issues, enhance shareholder value, and And our team includes individuals who have served at the contacting the company and having the
protect their interests in Washington, D.C. highest levels of management in corporations and associations; company contact them: twitter, email, text
in government, from Capitol Hill to the White House; and in messages to a phone, Skype, etc. This may In this example, the “investor events” button would give the user access to previous conference calls, investor

Qorvis has performed every level of a communications
campaign – from international awareness and education to
national public affairs. We can do this because we are the best
of big and small. We have the reach and resources of a large
the news media, from television to print. We pride ourselves
on our legendary client service that achieves breakthrough
results.
sound somewhat redundant with the
company’s own web page, but that neglects a
fundamental logic: Willy Sutton robbed banks
because that’s where the money is, and more
and more people (including investors) are
making Facebook an integral part of their
presentations, etc. The “online community” button would take users to the company’s IR presence on Facebook, which
the user can use as a hub for other contact information, to ask questions, and interact with the company. The company
could use the “polling” button to survey its investors on questions such as: “Do you think the launch of our new product
will be a significant milestone for the company?” Actually, the list of questions is unlimited, albeit a review by General
Counsel would be appropriate. The “Annual Reports and 10-Ks” button would allow the user immediate access to
critical documents. The button with the telephone icon would be a convenient way to access investor conference calls.
And the “Alert” button would be where people can access or request news on a real time basis.