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PREFACE
A Brave New World of Investor Relationsix
INTRODUCTION
A New Approach and Why It’s Importantxiii
PART ONE
Capital Markets and Their Players: A Brief Primer1
CHAPTER 1
The Capital Markets and IR3
CHAPTER 2
The Sell-Side Disclosed: Who They Are and What They Do13
CHAPTER 3
The Buy-Side: Institutional and Retail Investors21
CHAPTER 4
Employees, Suppliers, Customers25
CHAPTER 5
The Media29
PART TWO
Post-Bubble Communications: Events in the Markets
and the New World of IR33
CHAPTER 6
Greed Is Good, ’90s Style35
CHAPTER 7
Of Rules and Regulations39
CHAPTER 8
Post-Bubble Reality45
CHAPTER 9
Of Reason, Renewal, and Honesty51
PART THREE
Investor Relations—The Fundamentals: Traditional IR
and the Need for Change59
CHAPTER 10
Traditional IR: What It Is, and Why It’s Not Enough61
CHAPTER 11
Staffing and Sourcing the New IR73
CHAPTER 12
Grasping the IR Evolution79
PART FOUR
Investor Relations—Maximizing Equity Value
CHAPTER 13
Positioning IR to Succeed 87
PART FIVE
Definition99
CHAPTER 14
The IR Audit101
HAPTER 15
Excavating Value Post-Audit113
PART SIX
Delivery121
CHAPTER 16
To Guide or Not to Guide: That Is the Question123
CHAPTER 17
Targeting the Audience137
CHAPTER 18
Integrating with PR147
CHAPTER 19
Infrastructure/Disclosure Check157
CHAPTER 20
Delivering the Goods161
PART SEVEN
Dialogue191
CHAPTER 21
From Delivery to Dialogue193
CHAPTER 22
Maintaining and Building Relationships197
CHAPTER 23
Meeting The Street205
CHAPTER 24
Event Management213
CHAPTER 25
The Banker Mentality233
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