Though written for C-level execs with little time or understanding of comms and IR, this book is too simplistic for most of them.
Corbin seems to suggest that four "basic" steps can change the value of a stock. Communication, however, can't turn an ineffective corporate strategy into an effective one in the long term.
The four steps to communicating value - determining the company's investment proposition, targeting the right investors, developing the "communication platform," and building relationships with targeted investors - are presented as basic, but there is no mention of working with C-level execs on corporate strategy or industry analysis - a must for any sound investor comms plan.
Furthermore, there is no integration of compliance and governance issues in these steps (or until page 30) - a grave omission in this age of Reg FD and Sarbanes-Oxley. The reproduction of a client's investor presentation, however, is quite helpful.
This book's best use is as an IR Cliffs Notes for junior execs.
Title Investor Relations: The Art of Communicating Value
Author Jeffrey Corbin
Publisher Aspatore Books (May 2004), 100 pages
Reviewed by Cynthia Williams, assistant professor of communication, Boston University