The Importance of Retail Investors
Retail Investor Public Relations?
Why should the publicly traded companies care?
Two major groups of investors of the publicly traded companies are
the institutional investors and the retail investors.
Undoubtedly, the institutional investors are the major players of the
market. With 60%-80% of the capital of the
companies in the hands of a few hundreds, it is not difficult to understand why the
majority of the PR effort is directed toward this group.
Can companies totally disregard retail
investors? Only if there is no concern with
times, retail investors are primed. With an appropriately timed and executed retail
investor program, a company can benefit from a strong and powerful wave.
on for the research showing that when retail investors are on board, they can add
substantially to a rally. Who would not want
this additional profit? Who would
not want to maximize the gain for the opportunity? Add
cost effective retail investor public relations to the existing Investor Relations
Importance of Retail Investors
Timing and Wave Theory
News Release Flow-through
Key Message Strategy/Pre-testing
Key Message Coherence
Ernest Martin, Ph.D.