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Why Now?
More than ever, investors of all types have access to an overwhelming amount of information about your company. In this session, you will hear from three perspectives with some guidelines as to how best to craft, deliver, and live your corporate messaging.
Living the Message*
Tue - Jun, 11 | 4:00 pm - 5:00 pm
Location: Great Hall 2 (Level 3)
Category: Communications

As IROs, we work diligently to craft our company's messaging so that it accurately reflects the overarching business strategy and mission, as well as resonates with our key audiences. However, as macroeconomic or external situations arise, those messages are tested. In this session, we will employ a format similar to those delivered at TED events. Participants will hear succinct, 15-minute presentations on the various tests a company's message can face, followed by a five-minute Q&A session, before moving on to the next presenter.


Part I: Management Perspective - Virgil Scudder

The perception of a company heavily influences the way investors respond to it, and some companies are undervalued in the market simply because management doesn't tell the story well enough. By helping management to better articulate the company's "story," you can help drive value while mitigating the downward pressure from external forces.

Part II: IR Level - David Calusdian

A key role of the IRO is to facilitate a dialog between management and the Street. Sometimes, this requires giving a difficult message to one of these groups, or the other. When this is done well, you can further leverage an important intangible asset for value creation - credibility.

Part III: Media - Brad Allen

The new journalism model - and the entrepreneurs behind it - is changing the way companies and stocks get covered, particularly given the decline in both traditional media and the sell side. The segment will describe the changing face of business and financial journalism and what IROs need to understand about these new and emerging media players.

Moderator/Lead Speaker:
Ruth E. Venning, Director, Investor Relations
Hospira, Inc.

Brad Allen, Financial Journalist & Business Writer©

David Calusdian, Executive Vice President & Partner
Sharon Merrill Associates

Virgil Scudder, President
Virgil Scudder & Associates
    Learning Objectives:
  • Understand the emerging players, business models and trends changing the who and the how of business journalism and how news about your company gets reported (or doesn't).
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