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PREFACE
A Brave New World of Investor Relations ix
INTRODUCTION
A New Approach and Why It’s Important xiii
PART ONE
Capital Markets and Their Players: A Brief Primer 1
CHAPTER 1
The Capital Markets and IR 3
CHAPTER 2
The Sell-Side Disclosed: Who They Are and What They Do 13
CHAPTER 3
The Buy-Side: Institutional and Retail Investors 21
CHAPTER 4
Employees, Suppliers, Customers 25
CHAPTER 5
The Media 29
PART TWO
Post-Bubble Communications: Events in the Markets
and the New World of IR 33

CHAPTER 6
Greed Is Good, ’90s Style 35
CHAPTER 7
Of Rules and Regulations 39
CHAPTER 8
Post-Bubble Reality 45
CHAPTER 9
Of Reason, Renewal, and Honesty 51
PART THREE
Investor Relations—The Fundamentals: Traditional IR
and the Need for Change 59
CHAPTER 10
Traditional IR: What It Is, and Why It’s Not Enough 61
CHAPTER 11
Staffing and Sourcing the New IR 73
CHAPTER 12
Grasping the IR Evolution 79
PART FOUR
Investor Relations—Maximizing Equity Value
CHAPTER 13
Positioning IR to Succeed 87
PART FIVE
Definition 99
CHAPTER 14
The IR Audit 101
CHAPTER 15
Excavating Value Post-Audit 113
PART SIX
Delivery 121
CHAPTER 16
To Guide or Not to Guide: That Is the Question 123
CHAPTER 17
Targeting the Audience 137
CHAPTER 18
Integrating with PR 147
CHAPTER 19
Infrastructure/Disclosure Check 157
CHAPTER 20
Delivering the Goods 161
PART SEVEN
Dialogue 191
CHAPTER 21
From Delivery to Dialogue 193
CHAPTER 22
Maintaining and Building Relationships 197
CHAPTER 23
Meeting The Street 205
CHAPTER 24
Event Management 213
CHAPTER 25
The Banker Mentality 233
CONCLUSION
A Call for Change 245
APPENDIX A
Two Press Releases 249
APPENDIX B
The Conference Call Script 255
APPENDIX C
Velocity Inc. 2004 Investor Relations Plan 261
INDEX 267
viii CONTENTS

 

[此贴子已经被作者于2007-11-14 1:27:50编辑过]