CORPORATE POSITIONING ON WALL STREET GETS THE RIGHT INFORMATION TO THE RIGHT PEOPLE

(Camp Hill) - Positioning a corporation in the hearts and minds of Wall Street often results in increased capitalization and a "share holder franchise," not unlike "brand equity," says public relations strategist Robert Philbin.

"A firm's annual report is increasingly viewed as 'PR' in today's skeptical press," Philbin said. "There's a lack of credibility, especially with financial projections and performance forecasts in general."

He said most corporations don't take advantage of on-going opportunities to "communicate tactical corporate information to the financial community and business press."

"The business media is quick to assess positive and negative information to get to the inference in the story. Big corporations tend to be slow and late with news releases and positive details. They tend to react. Corporate communicators think financial statements and projections are 'news'. Actually, key management appointments, new contracts, customer service improvements -- daily corporate happenings are the most important sources of positive news in the minds of the financial press," Philbin said.

"It's a matter of finding the appropriate angle that tells the story most advantageously and effectively. It requires a plan and easy communication within the company's various operating units."

Wall Street thrives on inference and imagination, Philbin noted, while most corporate communicators tend to be secretive and low-keyed. "You build market capitalization and shareholder loyalty by communicating solid corporate performance on a consistent basis," he said.

Philbin is senior partner at Hershey Philbin Associates, Inc., a Camp Hill, PA based integrated marketing communications firm.