Many companies get their investor relations all wrong, pitching themselves and their plans to whatever audience they can and hoping some shareholder buys in. This approach requires the right competencies, connections, and commitment to the business. Executives tasked with investor relations often “sell” the business or the strategy the company pursues, with the sole goal of retaining and attracting as many shareholders as possible. I believe it is. Instead of pitching her IR strategy, management should think strategically about IR and the right shareholders for her business. A joint analysis of a company’s strategy and shareholder landscape enables management to identify and attract strategic shareholders who can contribute to the prosperity of the business. We found this best done with her five-step approach to strategic shareholder management.
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