Pushing and pulling: the new communications dynamic

Last time, we looked at evidence that suggests that total reliance on online channels for retail investor communication could be creating a communications black hole. There are no quick fixes here. But while we go through this transition to deeper online participation by investors – which could take some time - there are things you can do to keep your retail shareholder base engaged:

In future issues:

What makes a great shareholder review?
Pitched just right: checking the tone
One-way communication – or a dialogue?
Is your IR website good enough?
The rise & rise of social media. You can run, but you cannot hide
Starting the dialogue: Investor blogs and their cousins
Yes, but is it an Investor Brand?
The megatrend of CSR

Previous issues:

Stay in print

We all process information differently, so please don’t discard ‘push’ delivery mechanisms entirely. It’s important to print and mail something to shareholders who don’t opt in – ideally, at least twice a year. A shareholder review or newsletter is a good example of an effective communication that you can legally send to everyone.

6 things you can do to persuade investors to engage online

Wherever and whenever you can, encourage your shareholders to go to your IR website for more detailed information. The simplest way to do this is by treating some stories in your shareholder newsletter and shareholder review as ‘teasers’, with deeper and more involved information available online, including video.
Actively campaign to get as many email addresses as possible for your retail register, then instigate an email version of your shareholder newsletter. It will cut your postage costs and your shareholders will get into the habit of sourcing investor information online.
Offer both email subscription and RSS feed subscription on your IR website.
Restructure and redesign your IR website so that it meets best-practice standards (keep an eye out for our future issue on this topic). That way, visitors will find what they want quickly and easily, and this will encourage them to return.
Look at incentives, such as special shareholder offers, to encourage investors to bookmark and return regularly to your website.
If you’ve looking to include social media, use Twitter and blogs to feed traffic to your IR website.

Right now, integration of your online and offline communication channels appears to be the best way forward – and it’s quite possible that it will remain so for some time. If you’d like to explore how to best combine your ‘push’ and ‘pull’ communications, we can help you workshop a comprehensive investor communication plan that integrates and cross-references both approaches, driving shareholders to your IR Website, and working the synergies intelligently to create an effective matrix. It’s a rapid and effective way to ensure you utilise online channels where they are most effective, and other options where online is not the best or only solution.

Time’s up.

Mike Tisdall
Investor Communications specialist and Managing Director – Insight Communications

Next Issue: What makes a great shareholder review?

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