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10 Reasons Why You Should Conduct a Perception Audit

Sharon Merrill Associates Investor Relations Perception AuditIn evaluating your company's corporate reputation and whether its share price is fairly valued, analyzing your audience is key. The image you are projecting, may not be the same that is being perceived by your investors and analysis.

To understand and address the critical factors that impact your company’s reputation and shareholder value its important to conduct an annual or biennial perception audit.

The benefits are compelling:

  1. Demonstrates to investors a willingness to listen and the intent to be proactive in investor relations
  2. Raises investor awareness; greater potential for new shareholders and additional analyst coverage
  3. Improves communications between IRO, C-suite and Board of Directors
  4. Identifies knowledge gaps and misperceptions about your company’s strategy and business model
  5. Pinpoints issues affecting your company’s valuation
  6. Drives message refinement, strategy repositioning and overall stronger internal and external communications
  7. Leads to enhancements in IR strategies and tactics
  8. Uncovers threats and value detractors, i.e. vulnerability to shareholder activism
  9. Provides comparative data on peers, competitors
  10. Initiates benchmarking to measure and evaluate actions/performance over time

Sharon Merrill employs a proprietary methodology in conducting its STREETSCOPE® investor perception audits. We are customized in our approach and work with management and IR to structure a set of questions that deliver results to meet your objectives. 

Our senior team's extensive experience in shareholder engagement enables us to facilitate a constructive, open-ended dialogue to get the information needed to assess feedback and develop comprehensive actionable recommendations.

We recommend perception audits be conducted annually to enable regular benchmarking and IR program evaluation and enhancement. In addition, we offer pre- and post- event or “mini” perception audits to garner sentiment on important events such as investor days, product releases and M&A actions, to name a few. For many clients, we conduct quarterly interim audits and develop a comprehensive “board ready” report following earnings.


Learn more about investor perception audits by listening to this podcast, where Sharon Merrill Executive Vice President and Partner David Calusdian discusses the importance of audits with Broc Romanek of TheCorporateCounsel.net.

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How do you ensure that investors clearly understand your strategy, growth drivers and market position? The most effective way is through a perception study. By periodically taking the investment community’s pulse you can avoid the knowledge gaps and misperceptions that hurt valuation. Download our free whitepaper, Why Perceptions Matter, to learn more.

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