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Best Practice for Financial PRInstructions and guidance on how best to undertake financial PRcommunications
Natural Communication – Be a Human
• Financial institutions have a stereotypical image as a faceless corporation out of touch with the general public.
• Promote your financial messages in as natural a means as possible
• Provide the corporation with a face, an image and a personality in the tone and style of your messages
• Humanising the organisation will boost the firm’s image and allow for better relationships to be built with the general public
Get to the Point
• Avoid “industry speak” - clichéd jargon in an attempt to sound impressive and dynamic
• Make it easier for everyone and tell people what they need to know in terms they can understand
Records – and lack thereof
• The public have become less responsive to the use of sensationalised headlines when it comes to company releases
• “Record” figures and performances means nothing and the public are aware of this
• Companies should be posting records at all times as otherwise they will have declined
• A record for your company is worthless if your competing organisations are still light years ahead
Timing is everything
• When it comes to financial figures and reports, timing is everything
• In such a fast paced and dynamic business world, financial communications must be timely to the point of being near instant.
• Make sure all interested parties are made aware of any news as soon as possible.
Lead from the Bottom
• In the financial world, there is a far greater emphasis on the end results, the return on investment and the bottom line.
• Providing the key figure up front makes it clearer for everyone interested
• Not burying the news somewhere else proves that you have nothing to hide when it comes to your figures.
Back to the Future
• Financial projections for the future are almost as important as the current financial figures.
• The financial world is ever changing and a financial report is merely a snapshot in time.
• Provide a number of future revenue projections and targets for sales and profit across each area of the organisation.
• This will give potential investors a clear idea of the direction the organisation is heading and the future growth and strategic plans of the company.