Before money is invested in an IR campaign, Fundamental strongly recommends developing a clear set of program objectives (including higher share values and broader analyst and financial media coverage) as well as strategies and tactics to meet these objectives. This will allow you to better judge your campaign's success and your return on IR investment.

Since IR is event-driven and your company's situation changes rapidly, Fundamental believes every IR campaign should be reviewed and potentially refined annually.    

Corporate positioning forms the basis of IR strategy and program development.

Corporate Positioning

Financial analysts will tell you that their business is all about comparisons. Beyond the obvious year-over-year performance evaluations, analysts want to be able to compare you with other companies within your "sector." In the absence of a strong corporate positioning program, the investment community may wrongly label your company. This can lead to many problems, including under-performance against an inaccurately chosen peer group or an unfairly discounted price-earnings multiple. Corporate positioning begins with an understanding of where your business is today and where it's going. Then it moves to an analysis of how your selected peer companies have positioned themselves. Finally, it involves creatively constructing a compelling - and accurate - positioning statement that is used as a framework for developing all investor communications materials.