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NIRI National

NIRI National and the opportunity to strengthen the organization through chapter participation, a national discussion

There are moments in the life of an organization where the leadership transitions and in the vacuum created by that loss, organizations step forward to reinvigorate themselves and reaffirm their mission. Others falter and the loss of leadership, focus/vision and lack of energy eventually leave the organization a shell of its former self.

I am a member of the National Investor Relations Institute (NIRI) and believe with the departure of the long time executive director, the unsuccessful 6-month term of his successor and a cautious search committee looking for a replacement, that this is a critical moment for NIRI.

As a former chapter officer (just stepping down as VP Sponsorship for the Seattle Chapter) I have taken it upon myself to ask chapter officers to share their thoughts about improving the National Conference, among other changes. I wrote a memo to them talking about the issues I would like to see NIRI address, as well as making a few suggestions. Here are my comments and those from Chapter officers who responded.

Comments are welcome and can be posted for attribution or anonymously.


February 13, 2008 [Anonymous]

Interesting situation with "IR" that I'd like to share, and it may not come as a surprise. Except for the few top companies, IR's stature at companies here has fallen to a utility position occupied by more junior people and is not viewed as an important strategic position by management. On the other hand, executive's have complained to me that the investment community doesn't understand "their story" and doesn't attach the appropriate "value to their stock." Go figure....

I know that NIRI is trying to encourage its members to "learn" corporate communications so they can build their portfolio and "become more valuable" within their companies. It's not going to happen, in my opinion. The exact opposite is happening here. Hugo Quackenbush once told me that he could teach people to interpret balance sheets, but he couldn't teach them to be good communicators. He was right! Rest his soul.

I dropped my NIRI membership because I just didn't get any value from it. Hopefully the next leader will improve things.

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July 31, 2007 [Judy Cushman]

This is the second round of a project emailing chapter officers nationally asking for comments to improve NIRI. My comments are now integrated with the feedback I received.

At NIRI National in June, which I attended for the first time as VP, Sponsorships for NIRI Seattle Chapter, I was encouraged by the request for new ideas from the staff.

I have collected the remarks for posting. These comments are being sent to NIRI National (with a copy to Chapter Officers) All shades of opinion are included about what was effective and what needs improving. From this effort, I hope we can decide what overall recommendations we might make. For example, we might suggest that several task forces be formed and that there be specific chapter representation on them.

Here are my comments to start us off.

The NIRI National Conference has been run on a successful track for many years. There are many excellent aspects to the conference; however, my overall impression is that there should be a top to bottom review of the way the conference is organized.

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[From: Houston Chapter]

Judy, I am in between meetings this week but want to at least get two cents in. I enjoyed your thoughts below and I guess my major thought/impression is that it is getting "stale" - especially the content. I went to the conference two years ago in Hollywood, FL (by the way - a terrible location) and then again this year in Orlando - I think at least half of the sessions were on the same as usual topics and in a couple of instances a total repeat of the presentation given before - I mean literally - same speaker, same PPT slides, etc. I know from experience that programming is really hard but you are right - it is the number 1 justification to attending a conference and I am not sure about other companies but I am expected to "report back" on new trends, topics, communications, etc. to my company - I didn't have much to share this year - a bunch of same ole'...

Another, almost add-on to what you mention below, is the industry specific roundtables - I think that these are incredibly well received, attended and relevant. It felt like there could have been more than a 45 minute discussion for this - maybe a series of industry related topic sessions over a course of the conference or simply topic-specific get-togethers - and not at meal time. That's it, take care. – Houston Chapter

[Judy]

I am including the comments from my spouse who recently headed up King County, Washington's IT department. As such, he was and is invited by technology savvy companies, including Microsoft to participate in global as well as regional meetings. He attended the NIRI conference and here are his thoughts.

[From: Bob Quick]

I recently accompanied you to the national NIRI conference in Orlando. I did not attend sessions, but I did wander around the venue, and visited the exhibitioners, since, as you know, their use of information technology is of interest to me.

I was struck with how the NIRI conference was 'pre-technology.

There are several reasons for attending a conference:

  • Content of the presentations

  • Networking with peers and vendors

  • Interaction with vendors in exhibits

  • Out of conference attraction of the location

  • Social and entertainment at the conference

All of these contribute to the decision to attend a conference. Entertainment at the conference is a weak reason, and Orlando in June is not a very attractive destination. "Networking and formal exhibits are very strong reasons for physically attending, and we have attended a number of large conferences (COMDEX, CES) for these reasons solely.

Ostensibly the primary reason is the content of the sessions. This is the reason for the high fees (frequently exhibits are free), and is the reason used to justify the organizational expense of attending.

For the past few years information technology companies and organizations have been holding "virtual" conferences, where the sessions are networked on the web to whomever is allowed to attend. This is NOT a webcast, which is one way and broadcast, but interactive and networked among the participants. This allows persons to attend (and pay for, if required), the actual "live" conference sessions and the ability to participate and interact as if they were actually there.

I have personally attended live conferences where I was part of the "studio audience" for worldwide attendance, as well as physically attending a conference, but attending a session on my lap top while at the pool, as well as attending conference sessions from my office or home. While I have not set up virtual conferences myself, the technology is evolving rapidly, is no longer new or experimental, and is available from several vendors.

The one I am most used to is Microsoft's Live Meeting. I've spoken to event managers at Microsoft, the State of Washington, and Gartner, Inc, and it is a normal, standard method of holding both studio conferences as well as supplementing traditional live conferences at a resort venue. The technology is easy to use for the participants (at least not those technologically challenged), and greatly expands the number of participants. People are willing to pay for the sessions." - Bob Quick

[From: Portland Chapter]

Thanks for sharing this great feedback from you and your husband. For those of us who couldn't attend this year, it was very helpful. – Portland Chapter

[From: Arizona Chapter]

Great thoughts! I especially like the idea of providing real-time online access to the conference and the suggestion of having various tracks for the sessions.

Having attended two NIRI National Conferences in the past four years, I was a bit disappointed in many of the sessions in that I didn't feel that I came away with actionable ideas. Some sessions were very pointed and valuable, but many were too ambiguous. Recognizing that IR is a very dynamic field and one size rarely fits all, I may be expecting too much. But, without gaining actionable ideas during the conference I have a hard time justifying the both the time commitment and the travel costs. I think that online access and specific tracks could go a long way in addressing this concern.

Thank you for taking on this project! – Arizona Chapter

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[Judy]

I believe it is time to widen the outreach of the conference and attract a global audience -- for a fee. At the hotel facilities, there should be an in-house TV channel running continuously with NIRI presentations. Also, post conference, I think there should be on-line access for the actual presentations free to attendees (for NIRI members who did not attend, there would be a fee and for non NIRI members, a higher fee.) I think conference attendees should have access to the major presentations real time from their rooms or other facilities and not be asked to sit in a large room watching tiny figures and a TV screen.

While content is essential, I think the conference should find ways to break into more "communities" and special interest groups.

I think there should be different tracks, based on the interaction one wishes, e.g. content (the current lecture approach), interactive (smaller group meetings such as the case study approach), social (to meet informally with practitioners to talk about work experiences,) and a new direction: "global influences."

Global influences: While many NIRI members need the specific regulatory, tactical information, for more senior practitioners, looking at global issues that shape business in the political, social, medical, economic and technological categories would be challenging and valuable information. This would be the "out of the box thinking" track.

Underlying this approach is a commitment to openness and sharing. I do not want to restrict the value of the NIRI conference to attendees only. I think we need to seek ways to involve members who cannot physically be at the venue.

Here are some additional thoughts about the format.

  • Organize small group dining experiences (not included in registration costs) called "Dine Arounds" (and organized for years by PRSA) after the formal cocktail receptions. This would provide attendees the chance to meet in small groups. This could also be set up for Saturday early arrivals. Continental breakfasts could also be organized into small "sections/clusters." This approach would build upon the special interest tables set-up at the '07 conference.

  • Set up an informal lounge (with sponsors) for R&R where there is some quiet and not the din of the vendor showcase. This could be a two part room: one for working quietly and the other for chatting.

  • Set up electronic bulletin boards so attendees can find one another and have that available in advance of the conference so contacts/appointments may be made. Consider starting a blog for the conference with some security that allows attendees only to access it.

  • Re: the Officer luncheon and program in the afternoon-consider tightening the agenda so that there is a lunch and 90 minute meeting, at the most, immediately afterwards. Offer to link this to Chapter officers around the country live who cannot attend-or webcast it.

  • Re: the Awards Dinner and the Officer activities-Use these as an opportunity for Chapter leadership development. Leave it to the discretion of the Chapter leadership to invite the two (or another number) most outstanding volunteers (who are not officers) to attend as a special recognition of their contribution to NIRI. This would be a wonderful way to link the most committed members at the chapter level to national leadership.

  • Recognizing Volunteers: I am suggesting that NIRI at the local level and possibly nationally establish a "Volunteer Hall of Fame" and establish criteria such as 5,10,15,20 years of volunteer service for NIRI with special "pins, crystals, certificates" (or whatever we decide) for outstanding contributions during the course of the year. I think we have an exceptional group of volunteers and it is time to recognize that.

  • On a local level, chapters could post the volunteer award information on the website, announce this in newsletters, and award small gifts for the service. We could decide if simply years of service versus offices held would matter. I am thinking this is an award for those people who work hard and help virtually all the time rather than a more limited award for those achieving vice president statuses. Below is a sample announcement from our local Puget Sound PRSA chapter that recognizes outstanding volunteers-for service both to the field and to the community. We can decide what seems appropriate for our organization.

[NIRI Email Broadcast]

2007 Chapter Awards - Call for Nominations

Know a colleague or other PR professional who's deserving of recognition for professionalism or volunteerism? Our chapter's 50-year anniversary is an especially good time to nominate exceptional professionals for one of the chapter's four annual awards:

Jay Rockey Lifetime Achievement Award: Established in 2002, the chapter's highest honor recognizes the career achievements of a Puget Sound-area public relations professional.

PR Professional of the Year: Established in memory of former chapter member Sally Heet, this award is given to an individual who has made significant contributions to the profession and the community, acted as mentor to other professionals and displays the highest degree of professional integrity.

Outstanding New Member of the Year: This award is presented to the new chapter member who has made the most significant contribution to PRSA and shown professionalism in the field.

Hugh Smith Community Service Award: Recognizes a Puget Sound area public relations professional who has demonstrated outstanding citizenship by contributing public relations expertise to an important community issue and/or nonprofit organization(s).

Awards will be presented at the chapter's annual Holiday Gala on November 29.

To submit a nomination for one or more of these awards, see the awards guidelines and nomination information on our chapter web site. Nominations are due by 5:00 p.m. on Friday, August 24. It's never too early to submit!

[From: Maryland Chapter]

Although I did not attend the conference this year (who wants to go to Orlando in June?), I am really shocked that NIRI National does not do IR Related awards - Best IR program, Best International IR program, Best Annual Report, Best IR Website, Best IR Practitioner....I think that only celebrating the chapters and its members, and not the IR practitioner is a disservice to IR. I think these type of awards would generate more interest from current member and non-members and help with further participation down the road. IR Magazine is the only venue that I know that recognizes IR specific accomplishments. – Maryland Chapter

[From: Minnesota Chapter]

Thanks for taking the time to spur this conversation. I am on the Twin Cities Board, and am the president-elect for the chapter. I've never been to the national event for a couple of reasons. Colleagues that have gone used the word "embarrassing". I've also heard that it is a vendor fest - and I, like your husband, do not want to go to Phoenix in the summer (I believe that was the location a year or two ago).

All that said, I do believe that the NIRI organization needs to step-up our game. Lou's biggest focus was getting the word consensus abolished it seemed like in the last few years - not very strategic. We need to be picking a short list of agenda items and pushing them. We represent the biggest and most powerful companies in the world - we can make a difference (with the SEC, the NYSE, ISS, etc.). That is how we should be using our time at national IMHO.

I’ve attached a GAO note that made me think of you the second I read it. It is the government looking at the ISS on conflict of interest… NIRI members could have told the world there was a problem here a decade ago! - Minnesota Chapter

[Judy]

In addition, we continued our discussion via phone. Here is an excerpt of the most relevant remarks.

[From: Minnesota Chapter]

What is the mission of NIRI? We have access to leading thinkers. There is power in being the NIRI organization. We need to tap our best minds and their experiences. With that wealth of knowledge, we should have ideation sessions. Headquarters staff doesn't necessarily come up with ideas. We should go beyond being a group that finds jobs for one another.

Why are we not being quoted in the Wall Street Journal as subject experts? We live this. NIRI needs to be a voice at the CFO roundtable. We need to step up. The NIRI Guidance Survey has value but there has to be more that we can do.

We have the collective wisdom of the group to tackle issues. NIRI should be getting out to the chapters and asking at the local level what do they need and want? Regarding E-proxy and E-delivery, with the rules change, where was NIRI's voice? I don't remember seeing our point of view. We can tap our people who are dealing with this issue. We are powerful and we should behave like that. – Minnesota Chapter

[Judy]

Form a TASK FORCE on defining IR jobs of the future, for example what will the scope of work be in the next 5 years? I am very concerned that IR practitioners are being deluged with regulatory issues and requirements so that their jobs are becoming more tactical while the need for strategic work grows. Simply keeping up and rushing from one deadline to the next becomes a limited but realistic goal for many practitioners in small departments of less than 3 professionals.

For those who are seeking careers and experiences that will allow them to contribute at the highest levels, this creates a quandary. I think it is time for NIRI National to take on the important task of looking at what the job trends/contents are becoming and make recommendations about what these jobs should look like. There are various IR job models that may evolve from this research.

The case for strategic job content: I think there is a need from a highly credible source, NIRI, to advocate for the various roles that should comprise a complete IR function. NIRI would provide an invaluable service to members through this initiative. The task force should be staffed by business executives (who supervise IR), consultants who analyze job content, senior, mid and junior level IR representatives as well as HR consultants (search or otherwise.)

Exploring these suggestions and determining a decision making process for what will/might/not be actioned is a first step. There are some ideas that can be implemented relatively easily while others will require careful study and cost analysis.

I look forward to your comments.

[From: Massachusetts Chapter]

While I am no longer serving on the Board, as a member of NIRI since 1998 here are some thoughts that you might find useful:

  1. NIRI's Annual Conference was disappointing this year. Not so much in terms of the breakout sessions but the general sessions were extremely disappointing. Having CEOs from Nasdaq and NYSE speak to what is happening on their exchanges without really speaking much to the fact that both are fairly new public companies and how they are approaching their own IR efforts and corporate governance in relation to what they expect/desire for their listed companies was a very big missed opportunity. The CEO from Darden was weak and hearing a portfolio manager insult the role of IR was not exactly uplifting. Consequently, a full day (two mornings) was generally wasted.

  2. NIRI's industry roundtables could be so much better ... While my company can't be easily placed into a specific industry and I feel like I am at the table of misfit public companies, there is generally a lack of structure at the roundtables. Getting together with peers within a given industry sector seems like a great chance to determine best practices and pinpoint areas to collaborate ... I liked the early morning roundtable on various topics conceptually although I was not able to attend that session.

  3. NIRI should be taking a stand on what happens within the vendor community. For NIRI to go quiet on the Thomson-Reuters merger does a disservice to its members. This is a merger that could significantly constrain IROs access to valuable content (earnings & research) for which there was already a very limited set of providers. For NIRI to avoid polling its members or taking a position on this industry event for fear of alienating these two vendors sends a very negative message to members. – Massachusetts Chapter

[From: Connecticut Chapter]

Thank you for doing this! I didn't attend the conference but I was able to listen to the live webcast of one of the key note speakers through a link on the NIRI website. Maybe others who were not able to attend were not aware that this was available. – Connecticut Chapter

[From: California Chapter]

It was great speaking with you earlier today. As we discussed, the LA chapter continues to struggle to outreach to our senior members (7+ years) and any changes that can help us reach these members would be amazing. Please keep me in the loop with ideas and thoughts you have that can help us meet the needs of our members. – California Chapter

[From: Seattle Chapter]

Very thoughtful and insightful comments. The comments about e-proxy and the lack of comment by NIRI and being quoted as subject experts particularly resonated. One suggestion – you may wish to send this to the National Board. I’m not sure who exactly is doing the search for Lou/Nancy’s replacement, but the Board should be thinking about how will the next person lead NIRI so that NIRI will have a voice externally. I think Lou was a well known and respected leader. Maybe he should be involved in the search (if he isn’t). – Seattle Chapter

[Judy]

As a result of my correspondence with NIRI members, one response arrived from a very respected and senior member of our community. We engaged in an exchange. Since I do not have permission to release the member’s comments, I am including my comments and the context in which they were made.

A comment was made about the search for the executive director and the response was that all referrals should be made to the search firm Spencer Stuart. There will be news about the search posted on the web site.

[Judy]

I am glad you are posting news on the web site. I think it would be appropriate to post a brief job description for members to see what you are seeking. If a member has a recommendation, that could be to be serendipity.

We did that with the Wine Commission and the executive director search -- gave the brief description to whomever wanted it and said they could pass it along to potential candidates. We were not flooded with candidates but it did give everyone a sense that they were being asked. It was no problem handling the number of recommendations. This reflects my thinking about an open approach to communication. I suspect this is not what the search committee is thinking.

Good luck.

-----Original Message-----

[Judy]

I'm posting the NIRI discussion on my blog and including comments I Receive about this very important topic. May I include our exchange? I think it is good to have a note from the leadership talking about the efforts NIRI is making to incorporate comments made in a survey into action items.

(My request as I noted was declined.)

A comment was made about the NIRI survey that asked for suggestions about improving NIRI. It was noted that NIRI heavily leveraged the results to craft new strategies, programs and products aimed at better serving the membership.

[Judy]

Thank you for the information. I suspect all of this discussion is complementary. I am glad NIRI National is listening. I have not found that to be the case in the past. One of the points that I think the chapters officers will be thinking about is their desired level of involvement not just in a survey but in an on-going advisory capacity. I really do not know how much people have time for such roles, but I think we need to rethink how NIRI can truly become an "open" communications environment. My sense is NIRI is more than ready for innovation.

I think the idea of forming task forces and advisory committees can be a real asset. I also think for an organization to be vital and energized there inherently needs to be an acceptance of differing opinions and a forum for the expression of conflicting ideas. It is in the negotiation and resolution of those differences that we end up with new ideas and new directions.

I am suggesting that all of these channels of expression are valid and helpful and that NIRI National is/will be appreciative of all the input that our members wish to give, wherever it originates. When I send my next memo out, I will certainly refer to the results of the study.

Good luck and I wish you well since your decision-making will have an enormous impact on the role NIRI plays on the national scene to the benefit of all of us.

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