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Quality Criteria for Good Investor Relationship

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Submitted By Den48
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The Investor Relations Society ‘Determinant Factors for Best Investor Relations’

1. Best Communication of strategy, performance and key performance indicators (KPIs) in the annual report

|Business and financial review |Best Practice |
|requirements | |
|1. ‘a fair review of the company’s |Sensible and understandable explanation of the company’s business. |
|business’ |Balanced perspective and clear statement of the company’s strategy. |
| |Description of the company’s markets, including regulatory environment and competitive position. |
|2.‘the development and performance |Commentary related to the group strategy and progress in achieving objectives. |
|of the company’s business during the|Trade or channel relations (where applicable), e.g. service levels, distribution, display, trade customer satisfaction. |
|financial year’ |Innovation, e.g. number of new products, new products' revenue and margin as share of total, R&D investment. |
| |If multi-year trends are available use them to present underlying performance. |
| |Adequate discussion of both positive and negative events or developments. |
|3. ‘the position of the company’s |Provide understandable analyses of the key balance sheet measures at the period end. |
|business at the end of that year, |Appropriate review of trading trends and prospects. |
|consistent with the size and |Key strengths and resources, e.g. reputation, brand equity, intellectual property, employees, capabilities, diversity. |
|complexity of the business’ |Drivers likely to reduce future prospects, e.g. costs, impact of regulations. |
| |Provide an update on the key risks and uncertainties at the period end. |
| |Include detail on the drivers of operational performance at the divisional, product and regional level. |
|4. ‘financial position analysis and|Capital structure: nature, rationale, short/longer-term plans. |
|explanations’ |Treasury policies: analysis and explanation of cash-related matters. |
| |Cash flows, e.g. probable cash requirements, where segmental cash flows are out of line with profits. |
| |Liquidity, e.g. working capital, current assets, current and prospective borrowing requirements. |
| |Profitability, e.g. sales volume, turnover, gross margins, profit ratios. |

2. Best communication of governance and risk in the annual report

| |Best Practice |
|1. Compliance with the combined code|Where there has been non-compliance, a clear statement of the reasons why the Board decided not to comply. |
|2. Governance |Evidence of integration of corporate governance standards throughout the business. |
| |Clear linkage between directors’ remuneration targets and the company’s financial objectives and discussion of actual |
| |remuneration compared to financial performance. |
| |Linkage between business strategy and corporate governance. |
| |Evidence that the Board has communicated effectively with shareholders. |
|3. Risks |Clear presentation of the key risks and uncertainties and how the management have addressed them in order to minimise |
| |their impact on performance, or to exploit them to gain competitive advantage. |
| |Explanation of how risks are managed throughout the business, including discussion of the risk identification process |
| |and how risks are monitored throughout the business and communicated to the Board. |

3. Best communication of corporate responsibility (CR) in the annual report

|Key Elements | |
|Governance |Indication of Board-level responsibility for CR. |
| |Policies and, where relevant, management systems in place to achieve CR objectives. |
| |Inclusion of CR performance in executive remuneration policies. |
|Information: data, targets, |Inclusion of both Management objectives and performance targets. |
|indicators |Clear graphical representation of performance data. |
| |Time series data, ideally with reference to benchmarks (industry or other). |
| |Appropriate aggregation: where relevant, business unit / division-specific data or country-specific data is provided. |
|Stakeholder engagement |Existence of formal stakeholder engagement process. |
| |Ongoing two-way communication with key stakeholders. |
|Honesty |Honest reflection of weaknesses or uncertainties (narrative). |
| |Clear indication of where targets have been missed. |
| |Indication of remedial action taken, or changes to policies. |
|Contact person, or process for |Name and contact details provided for Group. |
|comment |Name and contact details provided for countries, business units, divisions. |
| |Commitment to respond to comments within set timeframe. |

4. Best-practice corporate website

|Key Elements |Best practice |
|Usability |There is no point developing a useful website if it cannot be easily accessed by a wide audience. |
|Navigation |A prime requirement of any good website is that it should be easy to navigate and intuitive to use. |
|Timeliness |Information should be made available to everyone at the same time, providing equal access to data or news. |
|Company Information |A succinct summary gives regularly updated details of the company’s activities from an investment perspective. |
|Financial data |Clear and comprehensive financial information is an essential component of any site. |
|Relevant news |Keeping investors up to date with news about the company, its strategy and operating environment. See best practice |
| |principles |
|Shareholder / Bondholder |The website should provide an up-to-date source of shareholder / bondholder information. |
|Information |Companies should provide clear information on their corporate debt situation. |
|Corporate Governance |The corporate website is the natural home for information about how a company is managed on behalf of its shareholders. |
|Corporate responsibility |The website should contain comprehensive information about the company’s CR policies and CR data. |
|Innovative use of new |Embracing personalisation and new technologies portrays your company as being modern and at the cutting edge. |
|technologies | |

5. Most effective overall annual report

|Category |Best Practice |
|Key Principles for annual reports |Simplicity |
| |Clarity |
| |Consistency |
| |Concise |
|Key areas to cover |Results |
| |Strategy |
| |Segmental analysis |
| |Management |
| |Business review |
| |Directors’ remuneration |
| |Corporate responsibility |
|Structure |Target audience |
| |Key messages |
| |Indexing |
|Copy |Style |
| |Consistency/coherence |
|Core elements of an online report |All content in the printed report must be available online. |
| |There should be quick links to financials. |
| |Consider the flow of the reader from one page to another and ensure adequate sign posting and any changes to the |
| |text to ensure context and relevance are maintained. |
| |Provide links from the notes to the main content and vice versa. |
| |Provide a detailed search facility. |
| |Ensure it is ‘disability accessible’ for the benefit of all online users. |
|Design |The design of the annual report should reflect the company and its values. |
| |It should be easily identifiable as belonging to a particular company – the online annual report must be consistent|
| |with a company’s brand. |
| |Good content can be obscured and rendered ineffective by poor site layout. |
| |Graphics, pictures, tables and numbers should be legible. |
| |Graphic text should be kept to a minimum. |
|Best practice functionality |Video introduction from the CEO |
| |Podcast of the chairman’s letter |
| |Interactive diagrams – allowing for greater depth of information and clarity of explanation |
| |Analyser tools and KPI charts |
| |Excel downloads of financial data |
| |Print basket and download kits |
| |Introduction in multiple languages |
| |Guide to financials – an educational role |
| |Interactive glossary |
|Navigation | |
| |There should be a clear and comprehensive site map and a search site facility. |
| |There should be some form of tracking navigation at the top of the page to provide visitors with an easy reference |
| |for their current position on the site e.g. Annual Report/Corporate governance/The board. |
| |Interpage linking should be used to direct users to related areas of content both within the report and the |
| |corporate web site. |
|Timeliness | |
| |Ensuring that the online annual report is uploaded on the same day the printed document is mailed. |
| |Notify shareholders by email that the report is available online and provide them with a direct link to the report.|
| |Update the corporate web site to promote the online report. |
|Content | |
| |Full use of the interactive online environment should be made to help to demonstrate performance indicators |
| |including charting tools and Excel downloads. |
| |Where possible, financial data should be downloadable in a spreadsheet format. |
|Feedback | |
| |Provide users with a feedback option – monitor the feedback and take appropriate steps where necessary. |
| |Review use of the online annual report to see which areas prove most popular and to gain a perspective of user |
| |patterns to see how they use/read the report. |

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