Financial Public Relations. Investor Relations & Financial Communications

In recent years, the role of finance communications has been highlighted within financial PR, and also in the financial market. In this learning process, it is important to identify the people or institutions that are involved in the activity. In fact, they are the ones who are affected and involved in everyday business life.

The prominent actors in the field are key informants who actively participate in the exchange that occurs between the company and its investors. However, the community goes beyond the aforementioned parties, including: stock markets, international financial agents, analysts, media, banks, state institutions, parliament, employees.

The intention of recognizing the actors is to understand the communication dimensions to be explored, in order to satisfy the news coverage and build an integrated, effective plan.

The art of communicating in these spheres requires the specialization of professionals to reach the right audience. The use of the relevant tools, at the right time, should give the communicator a sense to give the message to the community in a strategic way. The valuable community, demanding truthful information, must be respected. Therefore, the professional should always act actively, not merely reactive, exploring new ways of reaching it.

Thomas Ryan, and Chad Jacobs speak of the capital market and its players, referring to it, they express that “no public company operates in a vacuum. In fact, many people, including regulators and competitors, generate opinions that can affect a company’s position in the capital markets. Every decision that a company makes, be it financial, strategic, or operational, modifies the ripple in the capital markets and affects price, value, competitiveness, or public opinion ”.

It is observed through the interrelation suggested by the above graph, not only those who buy and sell shares, but also their intermediaries are part of the market. Rather, various interest groups (which can also be called intermediaries) within which the employees of a company can be included, and even the media.

Likewise, Philip Lesly defends the position of the twelve financial publics. The influence groups of which he speaks are: Securities companies, exchange agents, members of Securities analysis companies (and independent analysis), Investment Banks, Commercial Banks, investment advisory services, insurance companies and investment funds. , Investment advisers, Trustees of the States and Institutions, financial statistics organizations, investment magazines and financial publications, and Common Investment Fund companies.

For their part, Grunig and Hunt describe four groups of financial audiences: “Current shareholders, prospective shareholders, the financial community: bankers, brokers, investment advisers, administrators, analysts, and managers of mutual funds, insurance companies, retirement funds. and financial media: journalists who work in specialized media such as Wall Street, sections of financial newspapers ”. The authors’ view includes the bankers in one of the groups that they classify. The financial community proper focuses on those who are active participants. Also, the potentials that could be part of this community.

The employees, government officials, are the players involved by the Ryan – Chads duo. Instead, Grunig-Hunt, developed the financial community itself and the potentials that could become part of it. Recall that Lesly previously posited twelve well-defined financial audiences.

The employees, government officials, are the players involved by the Ryan – Chads duo. Instead, Grunig-Hunt, developed the financial community itself and the potentials that could become part of it. Recall that Lesly previously posited twelve well-defined financial audiences.

Banking system

Within the financial community, banks have a leading role in the exercise of the global economy, through which payment operations, fund transfers, etc. are channeled, that is, they act as intermediaries that cannot be lacking in the society. It is observed that commercial banks in general all offer the same services and products.

John Marston, the renowned Public Relations Officer, distinguishes in his classification the public relations of banks.

In turn, the author expresses the problems that exist when there is management of funds in large amounts, for many money is a strange and corrupt influence, acceptable in small amounts. Another problem has its origin in the relations that this public has with the government. “The place of negotiations is more important for the image of a bank than for other institutions.”

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