Five approaches for investment propositions

WHEN it comes to the Internet, the company that provides a well-crafted, clearly articulated investment proposition is still a rare bird.

This is odd because investment propositions are vital content for two of the most important users of IR websites:

• People researching the company for possible investment.
• Existing owners who need reminding of why they own your securities and who want to know that you're getting the word out to potential new buyers.

So why are propositions so rare? Because most IR departments still treat the Internet as just another distribution channel for traditional IR documents instead of viewing it as a powerful, distinct medium for telling their stories.

As a result, investment propositions tend to get buried several layers from the homepage in documents originally intended to be delivered off-line, such as annual reports, investor presentations and fact sheets. These often are available only in bulky PDFs, lessening the likelihood that investors will view them.

More