Continuing Cecilia Wilkinson’s Legacy: Empowering the Next Generation of IR and PR Professionals

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If you didn’t know it, the “Wilkinson” in our company’s name is for Cecilia Wilkinson, a founding partner whose lasting contributions have shaped both our firm and our industry.

To celebrate her legacy of leadership and mentorship, we established the Cecilia Wilkinson Memorial Scholarship in 2008, an annual award given to a first-year graduate student at USC Annenberg School for Communication and Journalism. But more than just financial aid, it is a tribute to Cecilia’s commitment to excellence in the field.

Veronica Ramirez, who embodies Cecilia’s passion for our field and commitment to the industry, is this year’s recipient. Since 2008, the scholarship has been providing financial support, but it also celebrates ambition and the power of great communication. Additionally, recipients have the opportunity to interview for an internship with PondelWilkinson, gaining hands-on experience in investor relations and strategic public relations.

Cecilia was an accomplished communicator, a strategic leader and a mentor who shaped countless lives through her expertise and dedication. Her impact extended to USC Annenberg and the USC General Alumni Association. The scholarship was established to honor Cecilia’s legacy following her passing in 2006 from pancreatic cancer.

One of our favorite traditions is meeting the scholarship recipients each spring and inviting them to a weekly PondelWilkinson staff meeting. We hear what brought them to USC, what excites them about investor relations and strategic PR, and we learn about their aspirations. Consistently, we walk away completely inspired by these students’ passion and drive. They are the professionals who will shape the future of our industry.

Cecilia understood the transformative power of communications—how it shapes change and reputation, tells compelling stories and leaves lasting impacts. At PondelWilkinson, we are honored to carry forward Cecilia’s legacy of mentorship, support and excellence, and we eagerly anticipate the future leaders who will continue her vision.

While I did not have the privilege of knowing Cecilia, her influence is still felt deeply throughout our organization, and her dedication to shaping the next generation of strategic public relations and investor relations professionals continues to inspire us all.

Natalie Mu, nmu@pondel.com

How to Measure Public Relations Success

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In our ongoing “back-to-basics” blog series defining PR and IR, this article helps explain how to best measure your public relations efforts. 

In a previous post, we explored how public relations can help businesses, brands and organizations shape their reputations and build relationships across a diverse range of audiences, from customers to investors.

Measuring success in public relations is not an exact science. And contrary to what some believe, it most often does not correlate to the sheer volume of media coverage.

Tracking milestones, metrics and sentiment can be used to assess the impact of PR efforts on an organization’s reputation, visibility and relationships with stakeholders. Consider these benchmarks for measurement:  

  • Message penetration: Pre- and post-campaign surveys assess PR impact on brand reputation, share of voice, as well as attitudes and behaviors.
  • Website traffic: Monitor SEO and traffic changes after company events or news to measure brand awareness and interest.
  • Social media engagement: Track likes, shares, comments and follower growth to gauge audience interaction.
  • Media relations: Beyond impressions and coverage, quantify journalist engagement and feedback for long-term media success.
  • Blog development: Consistent content and delivery reinforce brand messaging for customers, partners and investors.
  • Speaking opportunities: Securing keynotes or panel appearances help to position companies and their spokespeople as industry experts and thought leaders.
  • Lead generation: Attribute new leads or sales spikes to concentrated PR efforts.
  • Earned media value: Consider assigning a dollar value to PR coverage based on what similar advertising would cost.
  • Programming: Assign value to completed PR tactics to track progress and effectiveness.
  • Feedback: Collect insights from stakeholders via reviews and direct communication.

PR success can be measured through various benchmarks but remains more art than science. Metrics such as media coverage, SEO and website traffic provide tangible indicators, but the true value of public relations often lies in less quantifiable factors—shaping perceptions, building trust and strengthening relationships over time.

The same applies to investor relations, where success isn’t solely defined by stock performance or analyst coverage. Effective IR strategies focus on transparent communication, fostering investor confidence and maintaining long-term credibility.

Effective PR doesn’t always deliver immediate or easily measurable results, yet its impact on brand reputation and stakeholder sentiment can be profound. By combining data-driven insights with an understanding of these intangibles, organizations can gain a more holistic view of their PR effectiveness.

George Medici, gmedici@pondel.com

Six Questions for Microcap Companies Contemplating Public Relations

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What Do Public Relations Firms Do? 

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In our ongoing “back-to-basics” blog series defining public relations and investor relations, this post dives into the essential functions of PR agencies and the value they bring to clients.

At its core, a public relations firm helps businesses, brands and organizations shape their reputations and build relationships with diverse audiences—including consumers, customers, partners, investors, and legislators, among others.

Public relations services can vary widely depending on the client, objectives and budget. Below are some common tasks that PR firms typically handle:

  • Key Messaging: Developing central talking points that guide all communications with specific audiences. Each stakeholder group receives tailored messaging.
  • Media Relations: Securing positive media coverage through press releases, media pitches and by fostering relationships with journalists and media outlets.
  • Media and Presentation Training: Coaching individuals to effectively communicate with the media or deliver a presentation through specialized on-camera training, coaching and analysis.
  • Brand Building: Monitoring public opinion and sentiment and working to enhance or repair client reputations through proactive communication strategies.
  • Analyst Relations: Connecting clients with industry analysts to gain valuable endorsements, improved market perception and increased trust from potential customers, investors and partners.
  • Crisis Management: Navigating crises by managing communications among all stakeholder groups during challenging times to protect an organization’s reputation and minimize negative impact.
  • Digital PR and SEO: Creating and managing content for digital platforms like social media, blogs and websites to engage with audiences, while using SEO strategies to increase visibility and engagement.
  • Event Marketing: Organizing product or service launches, press conferences and promotional activities to help generate positive publicity and engage with target audiences.
  • Internal Communications: Developing communication strategies to ensure consistent messaging and alignment among employees, executives and other internal stakeholders.
  • Influencer Marketing: Identifying and collaborating with third-party spokespeople and thought leaders to help amplify a client’s message and reach target audiences.

Overall, PR firms play a crucial role in helping businesses and organizations manage their public image, navigate challenges and build strong relationships with their stakeholders.

George Medici, gmedici@pondel.com

Corporate America is Telling the Truth — Tips to Assure Reg FD Compliance

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With so many voices billowing false narratives and confusion these days, it is sometimes challenging to discern fact from fiction. But amidst all the dubious rhetoric, it’s good to know that sanity still prevails in the world of public companies.

Corporate America is standing out as a beacon of clarity and truth. And this isn’t by accident. It is the result of carefully crafted regulations designed to protect investors and ensure the integrity of the market.

As a refresher, the Securities Act of 1933, affectionately known as the “truth in securities” law, mandates that buyers of securities receive complete, accurate and truthful information before they invest. 

The Securities Exchange Act of 1934, referred to as the “34 Act,” created the Securities and Exchange Commission (SEC) as a body to regulate trading of securities after they have been distributed.

And in the year 2000, the ‘33 and ‘34 Acts were further strengthened by Regulation Fair Disclosure (Reg FD), with the intent of preventing public companies from selectively disclosing important information to certain shareholders and market professionals. Rather, it created a level playing field for all investors by ensuring that material information is disclosed to everyone simultaneously.

As the 25-year mark approaches since Reg FD was enacted, and as the IPO market warms up for the new year, following are a few reminders to help issuers assure compliance:

  • Maintain a formal disclosure policy. Outline procedures for publicly disclosing information, such as through press releases and social media. Press releases are by far the preferred disclosure medium, followed by social media and the company’s website. However, if a company principally uses the latter two vehicles to disclose information vs. press releases, it must ensure that both are widely recognized as the issuer’s primary distribution channels.
  • Train employees. For companies in the process of going public, provide formal Reg FD training – in person or by Zoom – for senior staff and for those who may be privy to sensitive information, and periodically conduct refresher training sessions. Specify who is authorized to communicate with investors and analysts.
  • Anticipate disclosures. Plan ahead if possible, and when doing so, be certain to remind the inner executive circle of the mandate for confidentiality.
  • Review executive presentations. Have an IR advisor or in-house counsel review presentations to be certain they do not contain material non-public information. 
  • Establish black-out periods for trading. Black-out periods can help prevent inadvertent insider trading and Reg FD violations. Some companies limit executives to only trading on a 10b5-1 plan to avoid violations.

Through Reg FD and other SEC mandates, corporations and their leaders are held to stringently high rhetorical standards – and they are doing a good job of adhering to them. Continued compliance requires awareness, regular refreshment, and constant diligent attention.

Roger Pondel, rpondel@pondel.com

Editorial Note: PondelWilkinson has been approved by the California Bar Association to provide Reg FD training to SEC lawyers for MCLE credit, and regularly provides such training to executives of pre-public and publicly traded companies.

Respecting the American Dream

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As someone who came to this country with my family in the early 1980s, I’ve personally witnessed and experienced the opportunities that America offers. For most immigrant families, the United States was, and still is, considered the land of freedom and opportunity. A representation of hope and dreams to pursue better lives.

Four decades and numerous jobs later—from scooping ice cream after high school to waitressing through college—my professional aspirations embodied the dream that anyone, no matter their birthplace or background, can achieve success, and that upward mobility is within reach for all.

Today, I am a partner at one of the nation’s most highly regarded investor relations and strategic public relations firms, representing quality companies, large and small, in multi sectors throughout the globe.

Corporations, at their core, are made up of individuals. Regardless of position or job role, the vast majority of those individuals are people with values, ethics and the potential for positive impact, working together to achieve the common goal of growth, which ultimately benefits the entire organization.

However, achieving this growth isn’t just about the bottom line—it’s also about how we get there. It is crucial to remember that the principles of values and ethics, and the belief that we all have the potential to make a positive impact, can guide all of us toward a more constructive and unified future.

I take great professional and personal pride in working, alongside my colleagues, for a firm that advises executives in matters pertaining to communications with factual integrity. Honesty is not just a policy, but the foundation of trust. Investors, journalists and employees at all levels, and certainly including our society at large, depend on clear, accurate and transparent information to make informed decisions. Misleading and divisive rhetoric only undermines trust and stalls progress. When we prioritize forthright openness, however, we build credibility and foster a culture of respect and understanding.

By advocating for transparency and accountability within corporate practices, we challenge the notion of some, who believe that corporations are inherently symbols of self-serving greed, and instead, we seek to promote a different view, one where corporations can be agents for positive change and camaraderie.

With Labor Day celebrations now behind us, we recognize the many contributions workers have made to America’s strength, prosperity and well-being. We also embrace corporate achievement and the symbiotic relationship between production-line workers and those in the executive suite.

Together, we can foster more pathways and create new opportunities for people, regardless of origin, to achieve their own American dreams.

Judy Lin, jlin@pondel.com

What is Public Relations?

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As part of our “back-to-basics” blog series on the foundational tenants of our business, we are dedicating this post to public relations. 

Many people have heard of public relations, but not everyone truly understands what it involves. A common perception is that public relations is simply about interacting with the public. While there’s some truth to this, the reality is much more nuanced.

A useful analogy can help with clarification: In advertising, the emphasis is on self-promotion, where the subject speaks for itself. In contrast, public relations involves third parties objectively communicating on behalf of the subject.

Public relations, or PR for short, is a form of mass communications used to engage with different types of audiences, including consumers, customers, employees, investors and lawmakers, among many other stakeholders. Specialized disciplines such as investor relations, crisis communications, government and employee relations all make use of public relations tools and tactics.

PR may be utilized to inform, persuade, highlight a particular point-of-view or prompt a call to action. It could be about a specific product, company, service or issue. Typically, an organization will engage a public relations firm to create and implement a program aimed at influencing one or several key stakeholder groups. For publicly traded companies, for example, a robust PR strategy can help increase awareness and visibility among investors, who look to third-party messaging to help inform their investing decisions.

At its core, public relations involves creating awareness between a brand or organization and its key audiences through carefully crafted messaging. These messages, often referred to as “talking points,” answer the essential question: What are the main points we want to communicate to these audiences?

The next step is determining how and where these messages are delivered. Talking points are transformed into various types of content, which are then distributed across a wide range of mass and specialized media, including news outlets, industry publications, digital and social media, broadcast channels, and more.

A fundamental objective in PR is how best to reach target groups where they work and live. Until the Internet, TV and newspapers were very influential, and still are to some degree. However, reaching targeted audiences in today’s Web-based world has become increasingly complex.

That’s why PR often is considered more of an art than a science. Crafting content that resonates with people and makes a real impact requires a great deal of critical thought and creativity within legal and regulatory confines, of course. Press releases, videos, newsletters, social media posts, podcasts and op-eds are just a few of the many essential tools used to inform and engage key stakeholders.

Whether it’s encouraging consumers to buy a product or investors to buy or hold a stock, or positioning a CEO as an industry expert, the ultimate goal of public relations remains the same: to help effect change and action, and to communicate with people in meaningful and transparent ways. That’s what public relations is all about.

George Medici, gmedici@pondel.com

5 PR Tips to Help Your Company Thrive in 2024

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Strategic public relations plays a vital role in fostering positive relationships with key stakeholders, whether it is investors, customers, strategic partners, or employees. Getting the right message to the right audience is paramount to any successful outreach campaign.

Limited attention spans coupled with crowded marketplaces and platforms have made it difficult to effectively deliver value propositions. To help companies cut through the clutter and resonate with audiences, consider these five tips for developing and implementing successful communications strategies.

  • Streamline key messaging. Organizations are always competing for the same share of voice, whether it is aimed at customers or investors. Platforms are just too “noisy,” and messaging is not getting through, resulting in lost opportunities. Target audiences must be clearly defined along with extremely focused corresponding talking points to impact relevant stakeholders.
  • Engage influencer marketing. Once thought only for consumer products, influencers are developing sought-after b2b followings on a range of diverse topics, from AI to telecommunications. With the increasingly difficulty of earned media coverage, successful PR professionals are collaborating with these thought leaders for building corporate and brand awareness and engagement.
  • Don’t forget about corporate social responsibility. This is still relevant, especially since companies embracing ESG and CSR initiatives will be competitive leaders and drive long-term value creation. Deploying ESG and corporate social responsibility programs enhance corporate and brand reputation, as well as help drive tangible business opportunities.
  • Utilize data analytics and SEO. The ongoing shift toward digital platforms and SEO integration should be mainstays to any corporate communications program. From improved visibility to lead generation, optimized content – organic and paid – attracts traffic to  websites and helps organizations achieve greater ROI.
  • Leverage non-traditional channels. Organizations should think outside the box to identify PR opportunities. Product placement tie-ins and even realty television may be applicable for certain brands and companies. Retail investing also has surged in popularity. A range of high-traffic platforms that cater to individual investors have emerged and are actively on the lookout for new investment ideas.

Investing in strategic public relations builds credibility, trust and brand reputation through effective storytelling. Shaping smarter and more targeted narratives cultivates strong relationships with key stakeholders that achieve real results, from building awareness to enhancing shareholder value.

George Medici, gmedici@pondel.com