The relationship between investor relations and communication has always been challenging. Starting in the late 1970, Art Rivel at Yankelovich, Skelly and White (YSW) began applying the tools of marketing research to provide investor relations executives with critical information about how investors were making decisions and how they were evaluating specific corporations.
YSW created a family of studies among portfolio managers (United States, Europe, and Asia), stockbrokers, and individual investors. Each report scoped out the opportunity for investor relations communications in terms of message, targeting, and best communications vehicles.
In the nearly 40 years since these studies began, the practice of investor relations has changed ...
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