Creating Authentic Engagement with your Stakeholders Is a Priority

The more we look at the world around us, the more tumultuous it seems. It’s imperative for investor relations and communications professionals to create engagement campaigns that are authentic, empathetic and meaningful to break through the noise.

Your messaging needs to be a hot knife through butter, not a stick through a cinderblock. Are you getting your message and story out there?

Gold and silver are on a bull run but are not taking mining company and exploration stocks with them. GameStop had a deja vu moment and popped again. One report talks about how great the economies are doing in both the US and Canada, and other reports talk about how no one can afford to feed their family right now.    

Companies need to put faith in their story and amplify their messaging above all the noise and be ready to grab the bull by the horns!

What is Authenticity?
The popular dictionary and language company Merriam-Webster identified “authentic” as the word of the year last year. According to their website, the spike in lookups has to do with the rise in popularity of Artificial Intelligence (AI) applications and defining what is actually authentic versus what may only seem authentic.

The trust factor of corporations and companies seems to be at a low not seen since the Enron era, and true authenticity is a core value that is more necessary than ever. We see companies every day that disseminate information that’s vague, ambiguous, or is so filled with legal-speak, it skirts any real meaning. That type of communication (if you can even call it that) doesn’t instill trust and encourages investor skepticism. 

The good news is there are many ways companies can be transparent, and thus more authentic, in their public communications. They can instill confidence and allow stakeholders to build trust over time. Here’s how.

A Strong Story Matters
While the phrase “brand storytelling” has become a media darling in the past couple of years, it is the core of corporate communications. Compelling stories instill trust, they drive intrinsically human connection and build brand loyalty.

Telling the story for your company is far more than publishing an “about us” link on your web page. It means every decision your company makes is based on the mission and values it espouses. It’s a foundation that stakeholders notice.

According to multiple psychologic studies, stories can be up to 22 times more memorable than facts and figures alone. When we absorb a story, our brain goes through a process called neural coupling and releases dopamine and oxytocin into our system, both of which provide feelings of euphoria and motivation. This is exactly how companies want shareholders and customers to engage with them, through heart and mind. It is authenticity at its core.

To shareholders and customers, brand storytelling strengthens the sense of community surrounding your company. It imparts why your company exists and weaves that sense of authenticity into your strategy and brand.

Companies that are expert storytellers imbue intense brand loyalty. Think about Home Depot, Apple, Dove, McDonalds, Under Armor to name a few. These companies are mega brands and thrive on their story resonating with their customers.

Your story ensures clear, consistent brand messaging designed to inspire trust in your company and ultimately move the needle for your business.

What’s the hottest storytelling platform out there? TikTok by far. Maybe not by YOU, but

58 percent of teens (Gen Alpha) use TikTok daily. These are your future shareholders and clients. According to Bank of America research, nearly one-third of adults 18 to 29 rely on TikTok for their daily news. I bet you didn’t see that trending! Want to be a billionaire? Figure out what comes after TikTok. 

According to a University of California, Irvine, study, the attention span of electronic device users has dropped down to 47 seconds. When I took my first marketing class, they said a person needs to be exposed to a brand seven times for it to create an impression. Now the number is estimated to be at 5,000 times.

The reality is that no one wants to read an earnings release with 27 bullets. Tell your story. Engage with your shareholders and create an emotional bond between them and your brand. 

Ira M. Gostin is a vice president, investor relations at irlabs and heads up the mining practice. He recently completed a neuroscience for business program at Wharton.