MEASURING RESULTS
Communications professionals are frequently asked, "How do we measure the effectiveness of an Investor Relations Program?" Numerous qualitative measures and surveys can be effective for tracking progress. Specific strategic goals can also be set at the beginning of a program and evaluated regularly.
Results can be measured by increases in the following areas:
- Position of current institutional shareholders
- Number of institutions holding shares
- Mix of institutions - based on their investing styles
- Number of analysts following the company
- Number of market makers
- Number of major publicity stories in print, broadcast and online media, including general outlets as well as trades
- Number of opportunities to give presentations among key industry groups