Our Blog: The Podium

By David Calusdian, Executive Vice President & Partner

*Originally appeared on Samuel's CFO Blog. Samuel Dergel is Director and Search Consultant at Stanton Chase International. Mr. Dergel specializes in Executive Search for Chief Financial Officers.

As the new CFO of a publicly held company, somewhere on your extensive “to do” list is implementing an effective investor relations program. Whether or not the IR function was a well-oiled machine when you arrived, or virtually non-existent, there are key areas you need to address immediately to ensure that you are effectively taking the IR reins. So here are six steps for success as you accept responsibility for the IR function.

1) Understand your shareholder base. Research the investment styles of your shareholders to determine why they may have bought shares– and what might cause them to sell. See what type of investor concentration you have in your shareholder base. Identifying whether your shareholders are weighted toward a growth, value or income investment style, for example, can offer insight as to what they are expecting the company to achieve near or long term. Also investigate whether there are known “activist” firms among your shareholders, and what catalysts usually cause them to initiate a proxy fight. Make it a priority to speak with your shareholders by phone as soon as possible, and then meet them in person within your first few quarters as CFO. Also consider an investor perception audit to understand the sentiments of your shareholder base -- and identify any misperceptions about the company -- to most effectively build your IR program.

By Dennis Walsh, Senior Consultant & Director of Social Media

Let’s face it; you can’t ignore social media any longer…even as part of your investor relations strategy. You were hoping Facebook would go the way of MySpace and Friendster, but it keeps on growing and has even made its way into our world with its initial public offering.

Talk of Twitter used to elicit laughter in the board room. Now, competitors are using it to promote their brand; hedge funds are using it to decide when to make trades; and rumors spread like wildfires over the Twittersphere. Twitter companion site StockTwits has evolved as a popular platform for traders to share investment ideas. Add to that: YouTube, Flickr, SlideShare, LinkedIn, oh my! IR pros certainly put up a good fight, but it’s time to embrace social media…it’s here to stay.

Feeling a little overwhelmed? We’d like to help you with that.

By Dennis Walsh, Senior Consultant & Director of Social Media

On Monday, Houston-based Francesca's Holdings Corporation (NASDAQ: FRAN) announced that it had fired its chief financial officer, Gene Morphis, after discovering he had “improperly communicated Company information through social media.” This case highlights how important it is for all companies to have a clear social media policy in place and to educate top executives on their roles and responsibilities as company spokespeople.

Mr. Morphis was very active on Twitter, publishes a personal blog, and has public profiles on LinkedIn and Facebook. Mr. Morphis spoke freely about his duties as CFO of Francesca’s in his Facebook status updates, which were open for public viewing. In one example he states that he just completed a roadshow for a secondary offering, which appears to have been announced via press release prior to the post.

By Jim Buckley

I recently led a workshop session at the NIRI National conference 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, Jennifer and Jerry.)

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 – 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.

Sell-side research has undergone profound structural changes during the past decade with far-reaching implications affecting the quality of the research and how research is generated, sold and compensated. Decimalization, Regulation FD, unbundling of trading from research and the hedge fund “brain drain” have all negatively impacted sell-side profitability, product quality and small cap coverage in today’s age of diminished sell-side research.

Decimalization. When the SEC required exchanges to narrow their bid-ask spreads from one-sixteenth, or $0.0625, to $0.01 per share effective in 2001, the profitability of trading floors collapsed amidst tremendous spread compression. While working on the sell-side, I recall hearing many times over, “when we get a trade we can all hear the cash register ring.” After decimalization, I never heard this again. Sell-side boutiques, historically adequately compensated for their research with large bid-ask spreads, now struggled to stay afloat. They reduced staff levels and often swapped higher-priced, seasoned analysts for less-experienced and less-costly researchers.