How giving Stock Exchange announcements a human touch can boost Your brand
Let's be honest; most stock exchange announcements are as exciting to read as a tax code. Dry, data-heavy, and often buried in legalese, they rarely capture the imagination or inspire confidence in the companies behind them. With journalists hungry for publication-ready content that meets their style and standards, these critical communications deserve more and can be used to drive brand visibility for listed companies.
From a marketing department's perspective, these highly desirable opportunities for promotion offer guaranteed exposure across multiple high-reach news titles and well-controlled content outcomes and yet have zero impact on their advertising spend.
As a CFO, you're not just juggling numbers but navigating a complex landscape of investor expectations, market volatility, and the ever-present need to build and maintain trust. Stock exchange announcements are not just legal requirements; they're opportunities to tell a compelling story about your company's journey, values, and vision for the future.
More than just numbers: The human story behind the figures
Imagine, instead of a sterile recitation of figures, your announcement paints a picture of the human effort and innovation driving your company's success. Instead of merely reporting a revenue increase, you share how your team's dedication to customer satisfaction led to a breakthrough product launch. You explain how your investment in sustainability initiatives is good for the environment, strengthens your brand, and attracts top talent.
This human touch transforms raw data into a compelling narrative that resonates with investors, employees, and the wider public. It helps them understand the "what" of your financial performance and the "why" – the passion, purpose, and vision that fuels your company's growth.
The power of storytelling: Building trust and inspiring confidence
Storytelling is about connecting with people on an emotional level. When you share your company's story honestly and authentically, you build trust and foster deeper relationships with your stakeholders. Investors feel more confident in your leadership and your ability to navigate challenges. Employees feel more connected to the company's mission and more invested in its success.
Beyond compliance: A strategic communication opportunity
Of course, accuracy and compliance are paramount. But stock exchange announcements should be more than just checkboxes. They're a valuable platform for communicating your company's strategic direction, highlighting key achievements and addressing investor concerns.
What journalists look for
Journalists are constantly searching for compelling narratives that will resonate with their audience. When reviewing stock exchange announcements, they look for:
News hooks: What's new and interesting? Are there any significant developments, such as new product launches, acquisitions, or leadership changes?
Human interest stories: Are there any compelling human stories behind the numbers? Are there examples of innovation, resilience, or overcoming challenges?
Impact on the world: How does the company's performance affect the wider world? Does it contribute to social or environmental causes?
Future outlook: What are the company's plans for the future? What challenges and opportunities lie ahead?
By anticipating these journalistic interests and weaving them into your announcements, you can increase your chances of securing positive media coverage and reaching a wider audience.
By working closely with your comms team, you can:
Craft compelling narratives: Transform financial data into engaging stories showcasing your company's strengths and competitive advantages.
Identify key messages: Determine the most important messages to convey to each stakeholder group, including journalists.
Choose the proper channels: Ensure your announcements reach the right audiences through targeted media outreach and social media engagement.
Prepare for potential challenges: Anticipate possible questions and concerns from investors, the media, and other stakeholders, and develop clear and concise responses.
A new era of communication
The way information is communicated can be as important as the information itself. Companies must communicate with clarity, authenticity, and a human touch to thrive. By embracing storytelling and leveraging the expertise of your PR team, you can transform your stock exchange announcements from dry, obligatory disclosures into powerful narratives that build trust, inspire confidence, and drive long-term success.
If your company's announcements have not yet moved beyond the traditional, dry approach, consider enlisting external support from a specialist corporate communications and PR agency. Auckland-based experts in this field, Impact PR are one example of a public relations consultancy that can work with listed multinationals to transform routine disclosures into powerful narratives that drive engagement and support their corporate objectives.
Mark Devlin is the Managing Director of Impact PR, a leading public relations consultancy specialising in corporate communications and brand strategy.
