Conclusion

Getting the right messages to the right people at the right time is still the essence of success. However, it should be pointed out that the greatest public relations strategy in the world can only succeed if the senior management of the company are doing their jobs well and recognize the important role that communications has to play in any public company.

Financial public and corporate relations people, however successful, should keep in mind at all times that they are only part of the communications process. Like comedians who long to play Hamlet, we need to be aware that most of us have a talent to communicate and amuse, but that does not necessarily qualify us to run the whole operation.

A ‘good’ public relations campaign is one that is effective, not necessarily one that gets noticed. Financial public relations may require more discipline and more technical knowledge than most aspects of communication activity: it also needs to be every bit as creative as the most sophisticated consumer public relations.