Kara S Alaimo, Columnist

The Secret to Wooing Investors? Communication

CEOs can boost interest by investing in their own messaging. Here are four ways to do it.

November 2, 2017 at 1:00 PM UTC

Kara Alaimo is an associate professor of communication at Fairleigh Dickinson University. She is the author of “Over the Influence: Why Social Media Is Toxic for Women and Girls — and How We Can Take It Back.”

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When Snap went public on March 2, its stock started trading at $24 per share. Since then, its value has decreased by about a third. Earlier this month, chief executive Evan Spiegel said he’d learned a lesson: Communicating effectively with investors is essential.

“One of the things I did underestimate was how much more important communication becomes,” he said. “When you go public, and you really need to explain to a huge new investor base -- instead of having 10 investors, you have 10,000 -- you have to explain how your business works, and at the same time that you need to do that, there are also all these new regulations about what you can and can’t say.”