It’s that time of the year again for your financial results announcement. You’ve done all the hard work: compiled the board update, prepared the media communications, liaised with what seems to be an infinite number of stakeholders – internally and externally. Just the final hurdles of the press call and investor relations communication to get over.
What may seem to most to be a relatively straightforward project, as with any event – virtual or otherwise – there is always a chance you may encounter an unforeseen circumstance that could probably have been avoided; that illegible spreadsheet, those distracting background noises, even an awkward question from that journalist…
Avoid the pitfalls with our 10 top tips for running a successful investor relations call:
1. IR is PR
In addition to maintaining relations with financial stakeholders and communicating those all-important numbers, your IR announcement is a time to showcase and promote yourself. So be sure to enlist the support of your marketing and communications team from the off – whether it’s for assistance with designing a presentation, getting the corporate messaging right, or ensuring your IR press release is distributed as far and wide as possible.
2. Go multimedia, go visual
It may be an earnings announcement, but there’s nothing in the rulebook that says your presentation has to be a list of numbers, spreadsheets and bullet points in PowerPoint. Humans process visuals 60,000 times quicker than plain text, so why not try mixing it up a bit? Do you have an inspiring new company video to share? How about a customer case study showcasing your fantastic customer service? Enlist the support of a designer to transform your spreadsheets into beautiful infographics or even use video combined with visuals to deliver your message. Make your presentation the one that everyone remembers.
3. Vary the delivery with multiple speakers
You’ve built a beautiful presentation and created the perfect event – don’t stop there! In addition to your executive speaker and host, consider involving other credible representatives of the company. Including analysts or departmental heads adds variety, maintains participant engagement, and underpins your expertise.
4. Remove ambiguity
Whilst most of your audience will know their EBITDA from their EPS, it’s likely that a number of them may not be fluent with all financial terms. Ensure you provide all participants with a Glossary of Terms in advance, to avoid misinterpretation of the results and unnecessary questions.
5. Build an engaging event registration page
Think of your registration page and process as a marketing campaign. You’re aiming to attract the right target audiences and convert them to participants after all. Make sure your registration page is engaging and the registration process is easy and obvious. In addition to the agenda, time and date details, include images of speakers and links to other useful documents such as your Glossary of Terms.
Finally, and most importantly, remember to collect full contact and company details in mandatory fields when participants register. This will be invaluable during the call when managing your Q&A, and afterwards for any follow-up communications.
6. Know your audience
Spend some time analyzing your participant list, so you’re fully prepared on the day. Recognize any tricky journalists or analysts? Are your competitors showing an interest? What about potential investors?
Most, if not all, event platforms enable you to track participants’ every move throughout the call – conversion from registration to participation, who drops off the call, who asks questions, even how engaged they are.
7. Block out unwanted noise
Ensure premium sound quality throughout the duration of the call. Mute all participants’ lines and instruct all speakers to mute their lines while they don’t play an active part. On most event platforms this is a standard feature.
8. Be prepared for awkward questions
You have a full audience list and have identified any potentially tricky participants. It’s wise to have a pre-planned strategy for dealing with any awkward questions you think they may ask – especially if hosting a separate call for the press.
Event platforms allow you to discretely manage and prioritize audience questions, enabling you to guide the direction of the discussion, whilst avoiding the call from being derailed.
Remember to properly brief the person in your event team who will be responsible for managing the questions, as well as the rest of the presenting team. Everybody should know the plan of action!
9. Don’t leave them hanging
All participant contact details and copies of the questions they asked will be accessible to you after your event. Use this information to follow up on questions that you didn’t manage to answer on the call. Make sure you tie up any loose ends and keep your audience positively engaged.
10. Check out the competition
Some of the best ideas have been copied, and your investor relations announcements should be no different. What are your competitors doing? Have you seen any great ideas you could use?
“Good artists copy, great artists steal.” – Steve Jobs, Apple.
- Never forget – IR is PR.
- Think visuals – add multimedia or rich media elements to your presentation to capture audience attention.
- Always be prepared for awkward questions.
Ntt Ltd. produces, manages, and delivers thousands of investor relations announcements for companies including more than a third of all Fortune 500 companies. Want to organize your perfect IR call? Contact one of our event specialists today to guide you through the process.