Good investor relations work means permanent and extensive communication with all participants in the capital market. The general aim is to convey, in a convincing and plausible form, the company's strategy and business logic. Thus trust in the quality of the management and growth expectations have an exceptionally high value for investors.
In particular, companies in the financial services and real estate sector benefit not so much from a short-term increase in their share price but rather from the optimisation of the costs of equity, for the purpose of future financing of growth and safeguarding of the long-term strategy.
The Investor Relations department needs excellent knowledge and a feeling for the latest trends within their industry. It has to interact at any time with different kinds of recipients (equity investors such as fund managers and analysts, retail investors, financial press and also possibly fixed income investors). In addition, IR has to carry important feedback from the capital market inside the company. Besides the CEO and CFO, the entire management board and the supervisory board have to be kept informed frequently. Thus it helps to create a long-term value appreciation for the company's share.
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