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IR Communications Tips: Reassurance a Key

Investor and customer confidence have taken a beating as the banking industry continues to struggle. Rebuilding that lost confidence will require banks to deliver a whole new level of proactive communications to their constituents.

Community banks now must work harder than ever to differentiate themselves from big banks -- and from each other. The only way to do that is to communicate with shareholders, customers and the local community openly, honestly and directly on a regular basis.

In the past, banks could choose not to spend any money on communications -- and get away with it. The rising economic tide floated all banks. Now, banks must adjust their thinking to reflect communications as a cost of doing business. But it's not a cost that has to "break the bank."

Here are some tips:

  • Consider a quarterly newsletter or report that combines strategic IR messaging with news about the bank's operations, community involvement, and products & services.
  • Direct letters from the CEO to shareholders are both effective and cost-effective.
  • Include messaging in earnings releases and conference calls focused on achieving milestones, goals and positive trends.
  • Keep your communities apprised of the bank's activities through regular press releases and community outreach.
  • Always include "branding" messaging in every press release, no matter the topic, that reinforces the bank's commitment to the community, as well as its operational goals.
  • Ensure success by creating a communications plan and timeline -- and executing the plan.

       For additional MarshComm strategic thinking on these issues, please read our Insight

       newsletter articles:

 

Enforcement Action Communications

MarshComm offers a full range of communications services to meet the needs of banks facing regulatory enforcement actions. We can help you craft what you need to say to each of your important constituent groups (customers, shareholders, employees, the public) so that you maintain control of your message. It's just as important that all of your communications hone to that message; you don't want your Board saying one thing in the community and your officers saying another.

If you don't tell your own story, someone will tell it for you.

Enforcement action-related communications options include:
  • Overall communications strategy
  • Press releases
  • Media strategy & media training
  • Letters to shareholders
  • Letters to customers
  • Messages to employees (scripts for meetings, emails, etc.)
  • Talking points for use by:
    • Boards of Directors (for their conversations in the community)
    • Bank officers (for their conversations with employees, customers, etc.)
    • Line employees (for their interactions with curious customers)
    • CEOs (for their conversations with the media, etc.)

 

For more information, or to discuss your bank’s specific communications needs, please contact Andy Mus at 770-621-2700, or click here to email.