Meet Emily Chae, PondelWilkinson’s USC Scholarship Recipient
Meet Emily Chae, a graduate student at USC’s Annenberg School for Communication and Journalism, and the 16th annual recipient of the Cecilia Wilkinson Memorial Scholarship.
Since 2008, Cecilia Wilkinson, one of our firm’s founding members, has been honored through an endowed scholarship for first-year graduate students who demonstrate strong academics and a genuine interest in strategic public relations, investor relations and reputation management.
“This scholarship serves as a driving force in my determination to work even harder, and someday be in the position to provide scholarships for future generations of communications students,” said Chae. “It is an honor to receive this special award in memory of Cecilia Wilkinson, a USC alum and respected industry leader, whose name and professional legacy live on at PondelWilkinson.”
Emily is completing a Master of Arts in Public Relations and Advertising, with graduation targeted for May 2024. She also works as a graduate research assistant to Willow Bay, dean of USC Annenberg.
“I already have been exposed to a myriad of opportunities, from forming profound connections with inspiring individuals I have admired for many years, to partaking in life-changing professional experiences that already are shaping my personal and academic journey,” Chae added.
Emily said she looks forward to combining strategic communications with graphic design, as she sets her sights on a career in the entertainment industry, where she hopes to make a positive impact leveraging campaigns on a global scale.
Lauren Tsuneishi, ltsuneishi@pondel.com
Maximizing Investor Relations Outreach with SEO: Guidelines to Navigate the Digital Landscape
As publicly traded companies strive to expand their outreach and attract potential investors – particularly retail investors – a comprehensive and strategic approach to online presence through SEO (search engine optimization) is increasingly becoming part of the communications mix.
By its simplest definition, SEO is the process of enhancing visibility on search engine results pages for a website or brand through organic (non-paid) means. By optimizing various SEO elements, such as content, keywords, meta tags and backlinks, businesses can improve their online rankings, making it easier for investors and other stakeholders to find relevant information about the company.
An essential aspect of SEO is keyword research. Identifying the right keywords – which are words or phrases frequently searched for by potential investors – allows companies to tailor their content to match those specific queries. By aligning content with relevant keywords, businesses can create informative and investor-focused materials that cater directly to their target audiences.
Institutional and retail investors are more likely today to turn to the Internet first for research before making investment decisions. A robust SEO strategy ensures that a company’s information is readily available and easily accessible to potential investors.
By providing accurate and up-to-date content, and, of course, keeping Reg FD in mind, companies can effectively communicate their financial performance, growth strategies and vision. Moreover, a user-friendly website with well-organized information can foster a positive impression of the company, thus increasing the likelihood of investors exploring further.
A robust, prominent online presence is not only about providing information to existing stockholders but also about attracting new ones. When potential investors search for companies within their investment interests, SEO-optimized websites have a better chance of appearing higher in search results. For example, appearing on the first page of search results establishes credibility, authority and attention, increasing the likelihood of potential investors viewing the company as a reputable investment opportunity.
SEO Techniques
High-quality and informative content is the backbone of any successful SEO strategy. In the context of investor relations, content must be tailored to address the needs and interests of investors. This starts with crafting engaging annual report letters, professionally written press releases and blogs that highlight the company’s achievements and prospects. With the help of an SEO specialist, by integrating relevant keywords strategically into this content, search engines will recognize value and rank it higher in search results.
With the reliance investors place on mobile devices, companies must ensure that their websites are mobile-friendly. A website that is easily navigable on various devices enhances the user experience and attracts broader audiences. Search engines also prioritize mobile-friendly websites, which can positively impact a company’s SEO rankings.
Backlinks, also known as inbound links, are links from other websites that lead back to a company’s website. Search engines perceive backlinks as votes of confidence and authority. When reputable and relevant websites link to a company’s website, it signals to search engines that the content is valuable and reliable. As a result, the website is likely to receive a higher rank in search results, leading to increased visibility among potential investors.
Measuring Success
To gauge the effectiveness of an SEO strategy, companies should monitor relevant key performance indicators. These may include organic website traffic, keyword rankings, bounce rates and conversion rates. By analyzing these metrics, businesses can identify what aspects of their SEO efforts are working well and which areas require improvement.
Garnering attention from prospective investors, be they individuals or institutions, is never easy. A well-executed SEO strategy represents one more tactic to improves a company’s search engine rankings by strengthening its communication channels, which, in turn, lead to more prosperous and sustainable relationships and results.
Diego Lievanos, Digital Content Strategist
Contact investor@pondel.com for more information on deploying SEO for investor relations.
Overcoming Challenges: The Path to Successful ESG Program Implementation
While the adoption of environmental, social and governance (ESG) programs is becoming increasingly important for building a sustainable future, implementing such initiatives does not come without its challenges. Cost, ROI, engagement and clear messaging are just a few of the many factors to consider when it comes to corporate sustainability.
Below are some common concerns with commonsense solutions that may help companies better prepare for ESG deployment.
- Capital allocation: Investing in and implementing ESG initiatives may require significant financing, which can be a hurdle for some companies, especially smaller organizations with limited resources. Not all ESG programs are costly, however. Starting slow and building a longer-term strategy over 2-3 years is good practice. It could be something simple, such as reducing a company’s carbon footprint by using energy-efficient lighting or adopting a hybrid workplace.
- Complexity and measurement: Determining the right indicators, collecting reliable data and establishing standardized frameworks can be arduous. Companies can overcome this challenge by leveraging emerging technologies, collaborating with industry peers and engaging with ESG consultants and experts to ensure accurate and transparent reporting.
- Benchmarking: It is important that organizations perform in a manner to maintain their performance, and at the same time, mitigate risk and capitalize on the potential benefits of sustainable business practices. Falling behind on these initiatives may lead to missed business opportunities. A good rule of thumb is to set realistic, achievable goals aside from regulatory obligations.
- Stakeholder engagement: Balancing the diverse expectations of multiple audiences can be very demanding. Companies can use existing technologies to set up open communication channels with each of its targeted communities, from employees and investors to customers and suppliers. Social platforms can be used to garner support and to ensure that ESG programs align with stakeholder needs.
- Integration and alignment: ESG programs often require changes to organizational structures, investment decisions and risk management practices. Since companies are constantly evolving, meaningful ESG practices can slowly and strategically be integrated into existing operations. What’s needed are leadership commitment, employee education and training and clear ESG goals that align with the company’s mission and values.
- Regulatory environment: Compliance with multiple reporting frameworks and keeping up with varying regulatory and local jurisdictions often can lead to uncertainty. Engaging with policymakers, industry associations and subject matter experts can help companies stay informed and adapt their ESG programs to meet evolving requirements.
Today’s business and social climate are having a trickle-down effect on ESG. Large organizations, for example, are requiring smaller companies to adhere to ESG criteria as part of their global supply chains. Moreover, a growing number of institutional investors will not invest in companies without an ESG program in place.
Lack of standardization, inconsistent data quality and subjectivity are adding to the confusion when it comes to ESG. As a result, Bloomberg predicts more ESG-related shareholder lawsuits this year, which was highlighted in a recent Morgan Lewis webinar.
Studies suggest that those companies embracing ESG will be competitive leaders and drive long-term value creation. ESG is not as complicated as it may appear. Deploying a program that does good – without breaking the proverbial bank – not only enhances brand reputation, but also will be well received among investors.
George Medici, gmedici@pondel.com
5 Common Misperceptions About Investor Relations
The age of myths, misperceptions and even dis-information is upon us, often pumped through the echo chambers of news media, social platforms and podcasts. The investor relations sector is not immune, with reality and perception not always being aligned. To help clarify any confusion, below are five common misperceptions.
- Performance alone will impact stock price. Performance is just one of several factors that affect valuation. While a company’s financials are critical on Wall Street, that narrative must be conveyed professionally to investors and analysts, we well as to the business press. Gaining the right attention does not happen by itself and is another critical building block in attracting and retaining investor interest and ultimately enhancing valuation.
- The primary goal of a public company is to serve its customers. While serving the customer well usually leads to great financial performance, management teams and their boards should never lose sight of their primary mission, namely, serving the shareholders through enhancing value. Under federal law, corporate directors have a fiduciary duty to make decisions in the “best interests” of the shareholders, not customers, and to supervise management teams to make sure that happens.
- Share price is the only measure of true success. While share price is certainly an important metric – and perhaps the most important in shareholders’ minds – there are other factors that contribute to a company’s overall success, including revenue growth and profitability. Additionally, a company may have a strong underlying business but experience short-term fluctuations in share price due to external factors beyond its control.
- ESG is really not that important. While investors seek shareholder value principally through a company’s financial performance, environmental/social/governance (ESG) initiatives are becoming increasingly important to investors. According to PwC’s Asset and Wealth Management Revolution 2022 report, fund managers are expected to increase their ownership in ESG-focused companies to $33.9 trillion globally by the end of 2026, up from $18.4 trillion in 2021. Ownership of ESG-focused companies is on pace to represent 21.5% of total assets under management globally in less than five years.
- Investor relations is only about talking to investors and enhancing valuation. While investor relations is not listed in the Merriam-Webster dictionary, a simple Web search will reveal myriad definitions, far too many to list here. In reality, investor relations goes way beyond communicating with investors and enhancing valuation. Conveying a company’s mission and objectives, adhering to full disclosure, communicating transparently to multiple audiences and fostering sound media relations are just a few of the many areas that support a comprehensive, professionally managed IR program.
Chris Casacchia, ccasacchia@pondelwilkinson.com
3 Tips for Navigating Turbulence (Not Just on Airplanes)
As much as I hate to admit it, I am a nervous flier.
Even though turbulence is “ordinarily seen as a convenience issue, not a safety issue,” it always makes my stomach flip while my hands grip the armrest until my circulation is nearly cut off.
On airplanes, pilots can find smoother air by increasing or decreasing altitude. But what if turbulence occurs in other parts of your life, as in business? Can leaders steer the proverbial ship to avoid it? McKinsey & Company, one of the nation’s leading management consulting firms, provides some suggestions.
The last several years in the business community have been fraught with challenges brought on by the Covid-19 pandemic. More recently, inflation, rising interest rates and a bottle-necked supply chain have given rise to additional issues. One might argue that leading a successful business has never been harder. But there are several priorities to keep in mind to help manage through these, and other, secular trends.
First, according to McKinsey, have resilience. Resilience can be defined as “the ability of a system or organization to respond to or recover readily from a crisis, disruptive process, etc.” Forbes says that, “Resilience is built by attitudes, values and behaviors that can be adopted and cultivated over time.” Not only will resilience help one manage a business under less-than-ideal conditions, but it is also a great example to set for employees, who play a key part in a company’s success.
Second, have courage. That may sound a bit “touchy-feely,” but it is exactly what may be needed to effectively manage through difficult times. The knee-jerk reaction is to pull back and wait things out, but what if adapting to the situation, instead, and powering forward is really the best course of action?
In our organization for example, we must apply and impart courage to the practice of investor relations and strategic public relations in a down market and when economic conditions are tenuous. We strongly believe that hiding when things are tough is the wrong decision. As our (courageous) CEO Roger Pondel said during an interview with SNN, “… communicating with current and prospective investors during bear markets may at first seem counterintuitive … but investors are eager to invest in solid companies at perceived bargain prices.” Shining a light on why your company deserves to be looked at can give you an advantage against those that are hiding their heads in the sand.
And finally, have trust. Easier said than done, but if a plan is being implemented (like a transatlantic flight plan), it’s important to realize that a team of professionals weighed the challenges and put together a strategy designed to achieve whatever goal set. Like arriving to London from New York safely.
Trusting employees also is good practice. For example, Covid necessitated remote working, and many companies went virtual on a permanent basis. Even as the pandemic began to abate, employees embraced this new way of life, expressing a desire to work from home.
According to McKinsey, “flexibility is the new amenity employees want—especially those in diverse groups—and will embrace if you offer it.” Businesses that support the idea that people are their greatest asset, generally achieve better outcomes than those that don’t. A Harvard Business Review study noted “… companies that successfully transformed themselves shared a common focus on initiatives that prioritized employees.”
As we all work to optimize our businesses or life itself, it’s a good idea to take a step back and think of solutions through the lens of how we can deliver a great outcome. Airplane pilots do just that every day.
Laurie Berman, lberman@pondel.com
As the New Year Rolls In, So Do the Prognosticators
It probably happens every year, but I cannot recall a time when so many pundits had so many opinions on how the market will perform in 2023. The funniest headline about the market’s near-term future was JP Morgan’s, “The End of the Affair.” It probably was written to catch attention, and in my opinion would have been more appropriate a year ago, referring to the bull market prior to last year’s downturn.
Many of the headlines about the new year are positive and include such language as:
- “Three Scenarios that Could Surprise Markets (on the upside) in 2023”
- “Is a Stock Rebound in the Cards?”
- “Inflation will Crash Much Faster than Expected”
- “Comeback for Fixed Income”
- “Economy will Avert Deep Recession”
- “Fed Pivot Could Push Stocks Up by End of Year”
- “Second Half of Year will be Up, Up and Away”
- “S&P will Soar at Least 20%, Nasdaq at Least 30%”
- “Fed will Pause Rate Hikes Sooner than Everyone Thinks”
- “The Stock Market will have an Excellent Year”
But there also are naysayers:
- “Wall Street, Meet Mud”
- “A Strange Day is Coming to America”
- “More rate hikes are coming”
- “Stocks will continue their lows in 2023”
- “Continued Volatility Ahead”
- “Markets May Continue to Face Choppiness”
- “Challenges Abound for Dow”
- “A Stock Market Crash in 2023”
- “Millionaires Predict the Market Will Get Much Worse”
With so many divergent views, what’s an investor or issuer to think, or more importantly, to do? Who should be believed?
I just counted the number of bullet points above, and there was one more positive than negative. A good sign, although I am not an analyst and my research was cursory at best. However, the sources are good and professional.
If you really want a forecast for 2023, you could always flip a coin.
Friederike Fabritius and Hans Hagemann wrote in in their book, The Leading Brain: Neuroscience Hacks to Work Smarter, Better, and Happier, that if you’re satisfied or relieved by a decision the coin made for you, then go with it. On the other hand, if the coin toss leaves you uneasy, then go with the other choice instead. “Your ‘gut feeling’ alerted you to the right choice,” they wrote.
So please, flip a coin if you will, but at least think positive thoughts. Good luck, and have a healthy, happy and prosperous new year.
Roger Pondel, rpondel@pondel.com
5 Unconventional Reasons Why Hire a Public Relations Firm
Different sized companies, private or public, have varying needs when it comes to corporate communications. Whether it is to help message a crisis, improve shareholder value or build brand awareness, engaging a public relations firm may often seem like a no brainer.
It’s also important for any organization to look beyond the obvious to assess opportunities or even threats that may impact business goals. Think of it like a self-tune up that asks the fundamental questions, “What if …” and “What can we be doing better?”
Most small and middle market companies do not have their own communications departments able to perform self-assessments. Using an outside firm may be a good alternative, which also can provide a unique, objective perspective on existing strategies.
As organizations plan for 2023 and beyond, it may be worthwhile to consider these five unconventional reasons for engaging a corporate pr agency:
- Perception doesn’t match up with company’s values. Media and investor audits, as well as customer and employee surveys, can be very helpful in gauging sentiment. Using a pr agency as facilitator is ideal for determining unbiased feedback that can be translated into effective communications programs.
- Can’t tell the bigger story. Today’s CEOs, CFOs and CMOs must navigate myriad landscapes that have their own unique sets of challenges. Clearly defining target audiences from Main Street to Wall Street will help ensure message delivery. However, knowing what to say, when and how to say it will move the proverbial needle.
- Too busy. Organizations have great ideas but don’t always have the bandwidth to successfully implement communications campaigns. While finding a good firm may take some extra time, consider one that can do the “heavy lifting” and free up internal marketing and investor relations resources.
- Don’t hear the word “no” very often. While a communications firm should be an advocate and supporter of a company’s vison, it is important that the pr firm does not drink the proverbial Kool-Aid. A heathy debate on strategy and tactics will always yield better results.
- You got this. Like most corporations, good public relations firms, too, should always be learning. We need to be aware of new technologies and strategies, as well as stay up to speed on latest marketing and communications platforms that are constantly evolving. Select a firm that can add both tangible and intangible value to any company, brand or organization beyond its internal capabilities.
Establishing or enhancing share of voice can be a monumental task for any sized organization in today’s crowded, very noisy marketplace. All that’s needed is the right public relations firm with the savvy to develop a cogent strategic approach, mixed in with good ole’ fashioned “out of the box” thinking.
George Medici, gmedici@pondel.com
PondelWilkinson Profiles: Janet Simmons
Every company has that one person who is the “glue” that keeps everyone and everything running smoothly. Janet Simmons is that person at PondelWilkinson. Entering her 15th year at the firm, we asked the Los Angeles native some questions about her professional and personal life as part of our ongoing Q&A series.
What was your first job?
It was with Bell Industries, working at their manufacturing facility in Burbank. I started out on the plant floor and ended up in the front office, working with the CEO and CFO on corporate communications and administrative matters. Stayed there for 34 years.
How long have you been in the industry?
The last 15 years of my career have been with PondelWilkinson. I joined the firm right after I left Bell Industries, which ironically was one of PondelWilkinson’s first investor relations clients. I already knew and loved everyone at the firm, so the transition was seamless.
If you had to pick one word to describe what you do, what would it be?
Variety. I cover everything … from administrative duties to preparing quarterly analytical reports for clients, issuing press releases, updating websites and more.
What is your favorite part about your job?
I would have to say it’s interacting with people. I enjoy working with everyone at PondelWilkinson and with our clients. Even though we are working remotely these days, we always find time to stay connected and enjoy a laugh or two.
What is your least favorite part about your job?
That’s a tough one. I really enjoy all that I do here, but I’m not a big fan of tight deadlines. I know it’s part of the job, but short turnarounds can be very stressful at times.
What do you like to do for fun?
I love gardening, hiking and going out with friends.
What’s the weirdest thing you’ve ever done?
My husband and I recently went on a “Jeep safari” in Moab, Utah. While navigating the Hells Revenge trail, we started to climb a super-steep Lion’s Back, when I jumped out of the moving car and walked back down the hill. I don’t know about being the weirdest, but it definitely wasn’t the smartest thing I ever did.
What’s something that recently made you smile?
The other day I noticed a squirrel in my backyard trying to get my attention. He was looking at me through my kitchen window, as if to say, “Hey, the bowl is empty, are you going to fill it?” I literally laughed out loud because the squirrel was so animated. Needless to say, I filled the bowl with food, smiling the entire time.
What’s next on your bucket list?
Washington, D.C.
What’s the best advice you’ve ever heard?
That would have to be from my dad, who often said, “Better to be early than late.” Simple advice, but something I live by in everything I do.
— Shannon Clemons, sclemons@pondel.com
