I/R: Too Little, Too Late?

If you wait until the market takes a dive to get your I/R ducks in a row, you're bound to sink. But if you're armed and ready, you can use a market slump to leverage your
position, according to Jeffrey Taufield, senior partner at Kekst and Co., a boutique firm specializing in corporate and financial communications. "When markets get rocked like
they did [Friday, April 14], investors see this as an opportunity to increase their holdings in quality companies," he says. "Just look at the companies that made a comeback the
following Monday." The winners, he says, were businesses with longstanding shareholder relationships, strong ties to key media, information-rich I/R Web sites, and "real earnings
potential vs. vaporware fad companies with meteoric multiples not based in reality."