--- title: "The Podium: An Investor Relations & Corporate Communications Blog | Perception Audit" description: Perception Audit | --- - [Our Blog: The Podium](http://www.investorrelations.com/investor-relations-blog/) - [Sign up for IR News](https://info.investorrelations.com/sign-up-for-our-weekly-newsletter-investor-relations-around-the-web) - [Careers](http://www.investorrelations.com/careers/) - - CLOSE ### Weekly IR News Round Up - [Our Blog: The Podium](http://www.investorrelations.com/investor-relations-blog/) - [Sign Up for the Newsletter](http://www.investorrelations.com/about/#) - [Careers](http://www.investorrelations.com/careers/) - - - [Practice Areas](http://www.investorrelations.com/practice-areas/) - [Investor Relations](http://www.investorrelations.com/practice-areas/investor-relations/) - [ESG Engagement](https://www.investorrelations.com/practice-areas/esg-engagement/) - [Corporate Communications](http://www.investorrelations.com/practice-areas/corporate-communications/) - [Crisis Communications](http://www.investorrelations.com/practice-areas/crisis-communication/) - [Transaction Communications](http://www.investorrelations.com/practice-areas/transaction-communications/) - [Reputation Management](http://www.investorrelations.com/practice-areas/reputation-management/) - [Presentation and Media Training](http://www.investorrelations.com/practice-areas/presentation-and-media-training/) - [Private Company IR](https://www.investorrelations.com/practice-areas/private-company-ir/) - [Case Studies](http://www.investorrelations.com/case-studies/) - [IPO Program](http://www.investorrelations.com/case-studies/ipo-program/) - [Investor Outreach](http://www.investorrelations.com/case-studies/investor-outreach/) - [Crisis Communications](http://www.investorrelations.com/case-studies/crisis-communications/) - [Meetings and Introductions](http://www.investorrelations.com/case-studies/meetings-and-introductions/) - [Communicating Shortfalls](http://www.investorrelations.com/case-studies/communicating-shortfalls/) - [Corporate Visibility](http://www.investorrelations.com/case-studies/corporate-visibility/) - [Perception Audit](http://www.investorrelations.com/case-studies/perception-audit/) - [Presentation Training](http://www.investorrelations.com/case-studies/presentation-training/) - [Investor Day](http://www.investorrelations.com/case-studies/investor-day/) - [CEO Transition Communications](http://www.investorrelations.com/case-studies/ceo-transition-communications/) - [Rebuilding Credibility](http://www.investorrelations.com/case-studies/rebuilding-credibility/) - [Mergers & Acquisitions](http://www.investorrelations.com/case-studies/mergers-acquisitions/) - [Shareholder Activism](http://www.investorrelations.com/case-studies/shareholder-activism/) - [Proxy Fights](http://www.investorrelations.com/case-studies/proxy-fights/) - [Acquisition Support](http://www.investorrelations.com/case-studies/acquisition-support/) - [Management Credibility](http://www.investorrelations.com/case-studies/management-credibility/) - [Media Relations](http://www.investorrelations.com/case-studies/media-relations/) - [Surviving Bankruptcy](http://www.investorrelations.com/case-studies/surviving-bankruptcy/) - [Asbestos Liability](http://www.investorrelations.com/case-studies/asbestos-liability/) - [Private Company IR](https://www.investorrelations.com/case-studies/private-company-ir/) - [Industry Expertise](http://www.investorrelations.com/industry-expertise/) - [Life Sciences](http://www.investorrelations.com/industry-expertise/life-sciences/) - [Technology](http://www.investorrelations.com/industry-expertise/technology/) - [Industrial](http://www.investorrelations.com/industry-expertise/industrial/) - [Consumer/Retail](http://www.investorrelations.com/industry-expertise/consumer-retail/) - [Additional Experience](http://www.investorrelations.com/industry-expertise/additional-experience/) - [About](http://www.investorrelations.com/about/) - [Meet Our Team](http://www.investorrelations.com/about/meet-our-team/) - [Awards and Accolades](http://www.investorrelations.com/about/awards-and-accolades/) - [Press Releases](http://www.investorrelations.com/about/press-releases/) - [In the News](http://www.investorrelations.com/about/in-the-news/) - [Philanthropy](http://www.investorrelations.com/about/philanthropy/) - [Contact](http://www.investorrelations.com/contact/) [![Sharon Merrill](https://blog.investorrelations.com/hs-fs/hubfs/sharonmerrill_imager/Sharon-Merrill-Header-Logo.png?width=639&height=109&name=Sharon-Merrill-Header-Logo.png)](http://www.investorrelations.com/) - [Practice Areas](http://www.investorrelations.com/practice-areas/) - [Investor Relations](http://www.investorrelations.com/practice-areas/investor-relations/) - [ESG Engagement](https://www.investorrelations.com/practice-areas/esg-engagement/) - [Corporate Communications](http://www.investorrelations.com/practice-areas/corporate-communications/) - [Crisis Communications](http://www.investorrelations.com/practice-areas/crisis-communication/) - [Transaction Communications](http://www.investorrelations.com/practice-areas/transaction-communications/) - [Reputation Management](http://www.investorrelations.com/practice-areas/reputation-management/) - [Presentation and Media Training](http://www.investorrelations.com/practice-areas/presentation-and-media-training/) - [Private Company IR](https://www.investorrelations.com/practice-areas/private-company-ir/) - [Case Studies](http://www.investorrelations.com/case-studies/) - [IPO Program](http://www.investorrelations.com/case-studies/ipo-program/) - [Investor Outreach](http://www.investorrelations.com/case-studies/investor-outreach/) - [Crisis Communications](http://www.investorrelations.com/case-studies/crisis-communications/) - [Meetings and Introductions](http://www.investorrelations.com/case-studies/meetings-and-introductions/) - [Communicating Shortfalls](http://www.investorrelations.com/case-studies/communicating-shortfalls/) - [Corporate Visibility](http://www.investorrelations.com/case-studies/corporate-visibility/) - [Perception Audit](http://www.investorrelations.com/case-studies/perception-audit/) - [Presentation Training](http://www.investorrelations.com/case-studies/presentation-training/) - [Investor Day](http://www.investorrelations.com/case-studies/investor-day/) - [CEO Transition Communications](http://www.investorrelations.com/case-studies/ceo-transition-communications/) - [Rebuilding Credibility](http://www.investorrelations.com/case-studies/rebuilding-credibility/) - [Mergers & Acquisitions](http://www.investorrelations.com/case-studies/mergers-acquisitions/) - [Shareholder Activism](http://www.investorrelations.com/case-studies/shareholder-activism/) - [Proxy Fights](http://www.investorrelations.com/case-studies/proxy-fights/) - [Acquisition Support](http://www.investorrelations.com/case-studies/acquisition-support/) - [Management Credibility](http://www.investorrelations.com/case-studies/management-credibility/) - [Media Relations](http://www.investorrelations.com/case-studies/media-relations/) - [Surviving Bankruptcy](http://www.investorrelations.com/case-studies/surviving-bankruptcy/) - [Asbestos Liability](http://www.investorrelations.com/case-studies/asbestos-liability/) - [Private Company IR](https://www.investorrelations.com/case-studies/private-company-ir/) - [Industry Expertise](http://www.investorrelations.com/industry-expertise/) - [Life Sciences](http://www.investorrelations.com/industry-expertise/life-sciences/) - [Technology](http://www.investorrelations.com/industry-expertise/technology/) - [Industrial](http://www.investorrelations.com/industry-expertise/industrial/) - [Consumer/Retail](http://www.investorrelations.com/industry-expertise/consumer-retail/) - [Additional Experience](http://www.investorrelations.com/industry-expertise/additional-experience/) - [About](http://www.investorrelations.com/about/) - [Meet Our Team](http://www.investorrelations.com/about/meet-our-team/) - [Awards and Accolades](http://www.investorrelations.com/about/awards-and-accolades/) - [Press Releases](http://www.investorrelations.com/about/press-releases/) - [In the News](http://www.investorrelations.com/about/in-the-news/) - [Philanthropy](http://www.investorrelations.com/about/philanthropy/) - [Contact](http://www.investorrelations.com/contact/) ![homepage-rotator-1.jpg](https://blog.investorrelations.com/hs-fs/hubfs/blog_image_for_hubspot.jpg?width=1189&name=blog_image_for_hubspot.jpg "homepage-rotator-1.jpg") # Our Blog: The Podium [![](http://streaming.yayimages.com/images/edited/photographer/wavebreakmedia/3f89133012982ad9bbe4492a51a6c23d/composite-image-of-businesswoman-looking-through-a-telescope.jpg)](https://blog.investorrelations.com/blog/the-risks-of-not-understanding-perceptions) ## [The Risks of Not Understanding Perceptions](https://blog.investorrelations.com/blog/the-risks-of-not-understanding-perceptions) [October 03, 2017](https://blog.investorrelations.com/blog/the-risks-of-not-understanding-perceptions) [Ryan Flaim](https://blog.investorrelations.com/blog/author/ryan-flaim) [Leave a comment](https://blog.investorrelations.com/blog/the-risks-of-not-understanding-perceptions#comments-listing) ***A $1 million privately owned software company with double digit sales growth and an active new product pipeline is blindsided when its largest customer abruptly switches to an emerging competitor; company revenues drop 20% and private funding for next expansion is at risk.  *** ***A $500 million diversified industrial company is successfully executing against its strategy to drive growth via acquisition and is surprised when several top sales performers abruptly leave the company because they are disconnected from the corporate strategy and vision; core business takes a hit. *** [Read More](https://blog.investorrelations.com/blog/the-risks-of-not-understanding-perceptions) [Reputation Management](https://blog.investorrelations.com/blog/topic/reputation-management), [Perception Audit](https://blog.investorrelations.com/blog/topic/perception-audit), [Industrial Investor Relations](https://blog.investorrelations.com/blog/topic/industrial-investor-relations), [Perception Study](https://blog.investorrelations.com/blog/topic/perception-study), [Perception](https://blog.investorrelations.com/blog/topic/perception), [Brand Management](https://blog.investorrelations.com/blog/topic/brand-management) ## [Is It Time to Invest in Your Investor Day?](https://blog.investorrelations.com/blog/is-it-time-to-invest-in-your-investor-day/) [July 11, 2011](https://blog.investorrelations.com/blog/is-it-time-to-invest-in-your-investor-day/) [smerrilldev](https://blog.investorrelations.com/blog/author/smerrilldev) [Leave a comment](https://blog.investorrelations.com/blog/is-it-time-to-invest-in-your-investor-day/#comments-listing) *By Jim Buckley* I recently led a workshop session at the [NIRI National conference](http://www.niri.org/Main-Menu-Category/learn/annualconference/AC2011.aspx) entitled *Time to Invest in Your Company’s Investor Day*. The workshop featured a deep dive on all the fundamental components and strategic aspects of an Investor Day, or Analyst Day as some people still prefer. The session was very comprehensive and included a panel with three of today’s best and brightest IROs. (Ok, full disclosure, I handpicked [Alexia](http://www.niri.org/Main-Menu-Category/learn/annualconference/AC2011/sp.aspx?param1=433), [Jennifer](http://www.niri.org/Main-Menu-Category/learn/annualconference/AC2011/sp.aspx?param1=403) and [Jerry](http://www.niri.org/Main-Menu-Category/learn/annualconference/AC2011/sp.aspx?param1=402).) We collectively shared our Investor Day wisdom and experiences, including the Good, the Bad and the Ineffective. The response to the panel, particularly in some follow-up discussions, was decidedly positive. Given that a few folks have asked me recently for supplemental materials – which are available to conference attendees [here](http://www.niri.org/ac11) – I thought I would share some of the key takeaways, as well as appending the “Investor Day Do’s and Don’ts” handout that was developed for the session. [Read More](https://blog.investorrelations.com/blog/is-it-time-to-invest-in-your-investor-day/) [Reg FD](https://blog.investorrelations.com/blog/topic/reg-fd), [Investor Day](https://blog.investorrelations.com/blog/topic/investor-day), [NIRI](https://blog.investorrelations.com/blog/topic/niri), [Analyst Day](https://blog.investorrelations.com/blog/topic/analyst-day), [Perception Audit](https://blog.investorrelations.com/blog/topic/perception-audit), [Investor Relations](https://blog.investorrelations.com/blog/topic/investor-relations) ## [Think Like a Politician: Use Investor Perception Audits as a Strategic Advantage](https://blog.investorrelations.com/blog/think-like-a-politician-use-investor-perception-audits-as-a-strategic-advantage/) [March 08, 2010](https://blog.investorrelations.com/blog/think-like-a-politician-use-investor-perception-audits-as-a-strategic-advantage/) [David Calusdian](https://blog.investorrelations.com/blog/author/david-calusdian) [Leave a comment](https://blog.investorrelations.com/blog/think-like-a-politician-use-investor-perception-audits-as-a-strategic-advantage/#comments-listing) In politics, there is an age-old debate as to whether elected leaders should vote according to the wishes of their constituents, or vote their conscience as the people’s representative. We have seen politicians criticized for using polling too extensively to guide policy (see Bill Clinton) -- and not enough (see Barack Obama). When I worked as a political consultant prior to entering the IR profession, we used polling to gauge the electorate’s opinions on a certain issue – not to change policy, but to determine what audiences need focused communication and how messaging should be used to address misperceptions. And this is exactly how IR practitioners should use our own version of polling – the investor perception audit. I recently had the pleasure of being interviewed about [investor perception audits](http://www.investorrelations.com/case-studies/perception-audit/) by Broc Romanek of TheCorporateCounsel.net. The podcast is available [here](http://bit.ly/doE4gw). An investor perception audit is a survey of a company’s capital markets audiences – past, current and potential institutional investors as well as sell-side analysts. Typically conducted by a third-party via telephone to protect anonymity, the perception audit usually includes questions about the company’s strategy, prospects for growth, communications, management strengths, and catalysts for investors to purchase stock, among others. Think you already know what they perceive about your company? Certainly, investors and analysts are usually not shy about voicing their opinions. However, many companies are often surprised at the feedback they receive when investors are not speaking face-to-face with management. [Read More](https://blog.investorrelations.com/blog/think-like-a-politician-use-investor-perception-audits-as-a-strategic-advantage/) [IR Program Planning](https://blog.investorrelations.com/blog/topic/ir-program-planning), [Board Packages](https://blog.investorrelations.com/blog/topic/board-packages), [Strategic Messaging](https://blog.investorrelations.com/blog/topic/strategic-messaging), [STREETSCOPE](https://blog.investorrelations.com/blog/topic/streetscope), [Perception Audit](https://blog.investorrelations.com/blog/topic/perception-audit), [Shareholder Communications](https://blog.investorrelations.com/blog/topic/shareholder-communications), [Investor Relations](https://blog.investorrelations.com/blog/topic/investor-relations) ### Subscribe to The Podium! ### Connect with your Investors Establish a sincere connection with investors to communicate key messages during your Investor Day. Download our free e-book on effective presentation habits, and learn to deliver ideas with confidence and clarity. ### [![Delivering Effective Presentations](https://no-cache.hubspot.com/cta/default/560825/ae1780f1-d59a-47b7-a91a-0473d76c0ac5.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/ae1780f1-d59a-47b7-a91a-0473d76c0ac5) ### When it's time for a change Whether planned or sudden, it is crucial to communicate the succession of high-profile positions effectively. Download our three-part e-book and learn the best way to craft a plan for CEO, CFO and Board of Directors transitions. [![Download Your Free eBook: Communicating Management Transitions](https://no-cache.hubspot.com/cta/default/560825/be616455-5c8f-4a04-bd88-5e8656fd2862.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/be616455-5c8f-4a04-bd88-5e8656fd2862)  ### Be Proactive, Not Reactive With our new Proxy GamePlan, we create a year-round, data-driven strategic roadmap for effective shareholder engagement. Implement a best-in-class program rooted in a deep understanding of your company’s proxy practices, shareholder voting trends and peer landscape. ### [![Learn More About Proxy GamePlan](https://no-cache.hubspot.com/cta/default/560825/3e30a182-fc77-497a-97b3-72aede21e334.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/3e30a182-fc77-497a-97b3-72aede21e334) ### Find Effective IR Counsel Whether you’re seeking external IR counsel for the first time or evaluating your current provider, you need a firm that understands your strategy, adapts to your culture and tells your story. Download our free guide on how to assess the effectiveness of an investor relations firm. [![How to Assess an IR Firm](https://no-cache.hubspot.com/cta/default/560825/9f973acb-6c16-469a-86fb-1186a197c587.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/9f973acb-6c16-469a-86fb-1186a197c587) ### Activism Defense No company is immune to shareholder activism. Sharon Merrill helps boards of directors and executive management teams identify the activist red flags lurking in your shareholder base, assess your governance risks and develop an action plan to prevent, detect and neutralize any threats. Download our free white paper, *“Leveraging Institutional Shareholder Relationships to Reduce Activism Risk,”* and learn how the best defense against activism is a strong offense. [![Download Activist Defense White Paper](https://no-cache.hubspot.com/cta/default/560825/e9ccfdbe-ec4e-494a-9db4-8864757c73f8.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/e9ccfdbe-ec4e-494a-9db4-8864757c73f8) ### Captivate your Audience Speaking persuasively is critical in today’s competitive business environment. Effective speakers use voice techniques and body language that project authority and credibility. Download our free e-book, “A Guide to Delivering Captivating Presentations,” for insight into good -and bad- presentation habits, and learn how to improve your skills. [![Become a Persuasive Speaker](https://no-cache.hubspot.com/cta/default/560825/650f7f0e-81ea-4c33-8bcf-8371568b99c0.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/650f7f0e-81ea-4c33-8bcf-8371568b99c0)  ### Perceptions Matter 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. [![Download your free copy of 'Why Perceptions Matter'](https://no-cache.hubspot.com/cta/default/560825/e9c1adbc-f826-4c1b-92f5-1f896547e748.png)](https://cta-redirect.hubspot.com/cta/redirect/560825/e9c1adbc-f826-4c1b-92f5-1f896547e748)  ### Common Topics: - [Investor Relations (148)](https://blog.investorrelations.com/blog/topic/investor-relations) - [Shareholder Communications (44)](https://blog.investorrelations.com/blog/topic/shareholder-communications) - [Crisis Communications (42)](https://blog.investorrelations.com/blog/topic/crisis-communications) - [Sharon Merrill Associates (42)](https://blog.investorrelations.com/blog/topic/sharon-merrill-associates) - [Strategic Messaging (36)](https://blog.investorrelations.com/blog/topic/strategic-messaging) - [Investor Relations Agency (34)](https://blog.investorrelations.com/blog/topic/investor-relations-agency) - [Investor Relations Firm (32)](https://blog.investorrelations.com/blog/topic/investor-relations-firm) - [IR Trends (31)](https://blog.investorrelations.com/blog/topic/ir-trends) - 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[Corporate Access (7)](https://blog.investorrelations.com/blog/topic/corporate-access) - [Financial Communication (7)](https://blog.investorrelations.com/blog/topic/financial-communication) - [Investor Relations Trends (7)](https://blog.investorrelations.com/blog/topic/investor-relations-trends) - [Public Speaking (7)](https://blog.investorrelations.com/blog/topic/public-speaking) - [Sell-side Coverage (7)](https://blog.investorrelations.com/blog/topic/sell-side-coverage) - [Shareholder Meeting (7)](https://blog.investorrelations.com/blog/topic/shareholder-meeting) - [Board Packages (6)](https://blog.investorrelations.com/blog/topic/board-packages) - [Board Structure (6)](https://blog.investorrelations.com/blog/topic/board-structure) - [Board of Directors (6)](https://blog.investorrelations.com/blog/topic/board-of-directors) - [Credibility (6)](https://blog.investorrelations.com/blog/topic/credibility) - [Investor Conference (6)](https://blog.investorrelations.com/blog/topic/investor-conference) - 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