Novartis Investor Relations: Cross-Media Publishing Consistent Messages Across Multiple Media
int/ext Communications, Switzerland
Providing information to capital markets in a rapid, timely and equitable fashion
is a crucial task for any publicly traded company, if only to meet legal obligations.
It is not enough simply to disclose the company’s key numbers. Maintaining
good communications with the financial community also makes it possible to showcase
the company’s strategy and to strengthen trust in the company and its
management. This promotes a proper valuation of the company and thus enhances
shareholder value.
The "financial community" comprises financial analysts, private investors,
institutional investors and business journalists. Each of these groups has its
own needs with regard to the level of detail provided and the way the information
is presented. Information is therefore published in different media.
One approach is to issue printed literature such as annual reports, newsletters
and shareholder letters, but the Internet has also rapidly assumed a key role
in ensuring broad and timely dissemination of information. Utilizing these diverse
media within the shortest possible time frame requires an efficient cross-media
publishing strategy.
According to Karen Hübscher, head of investor relations for Novartis International,
"the central issue for us is to utilize all relevant communications channels
in a manner targeted to specific groups. In this way we can better meet the
demands of individual market participants in the financial community."
int/ext Communications supports the Investor Relations department of Novartis
International AG in preparing and holding its annual earnings report conference
and in organizing the Research & Development Day. On these annual occasions,
Novartis’s management informs the capital market about the past fiscal
year, business prospects, corporate strategy and major research projects.
Presentations are broadcast live on the Internet, distributed in printed form
and made available for download from Novartis’ website. The entire event
is also transmitted via satellite on the Internet (for broadband applications).
Finally, interested parties have the option of taking part in the event via
teleconferencing. Market participants are thus given the option of choosing
their preferred information channel from among those provided by Novartis (see
illustration "Cross-media publishing").
int/ext Communications’ primary responsibility is project and quality
management. In close cooperation with Novartis Investor Relations, presentations
are edited, checked for consistency and optimized for each medium. int/ext Communications
acts as a switchboard for various print, Internet and webcast vendors.
Public Relations Organisation International, Inc. (PROI) is the world's
oldest and one of the largest international networks of independent public relations
and marketing firms.
Every Partner serves its national and international clients in its country.
PROI supports cooperation and coordination of its Partners to build international
PR programmes.
