The most effective investor relations programs combine outreach and the maintenance of existing relationships. The outreach element of the program primarily consists of face-to-face time with potential investors in a variety of markets, though the planning of this element must contain a certain innovative element. Companies everywhere send sell-side analysts to meet with potential investors, who may see a representative from a new company every 30 minutes on a conference day. In order to stand out from the crowd, successful investment strategists send members of the investor relations team to meet with investors on a one-on-one basis. They then follow this meeting with an invitation to maintain contact with the team, which both solidifies the relationship and ensures that the potential investor has answers to his or her questions.
Similarly, strong investor relations programs include a conscious element of communicating a company's mission and activities. The prevalence of Web-hosted video media has made it possible for knowledgeable company representatives to explain the activities that the investor capital helps to fund, which in turn supports his or her feelings of connection with the company. Similarly, strong investor relations teams ensure positive communication with financial journalists, who play a key role in placing the company in a positive light before new potential investors. By communicating with current investors and the investment community at large, a company can strengthen its public image while solidifying its existing relationships.