In essence, shareholder relationship belongs to internal relationship; Formally, shareholder relationship seems to be an external relationship. In fact, shareholder relationship is a kind of internal relationship scattered outside.
Shareholders are a group of people with "boss consciousness". In today's joint-stock enterprises, shareholders are the "financial resources" and the "source of power" of enterprises.
Therefore, shareholders have a great influence on the development of enterprises. Shareholders are related to the financial resources of enterprises and are one of the important contents of internal relations of enterprises. If an enterprise wants to operate normally and develop smoothly, it needs to maintain a good relationship with shareholders. Good shareholder relationship plays a very important role in enterprises.
(1) A good shareholder relationship can guarantee a stable source of funds.
Shareholder relations generally have two basic objectives: first, to safeguard existing shareholders and make them stick to their beliefs and not easily withdraw or transfer their shares; The second is to attract more new shareholders and provide a source of funds for enterprise development. As we all know, capital is the "lubricant" of enterprise operation. Especially in the increasingly fierce market competition, enterprises must have sufficient financial resources to enhance their competitiveness. Shareholders are the most economically oriented and selective, and they look at the relationship with enterprises from an economic perspective. Shareholder dividend is an integral part of enterprise profits, which depends on the amount of enterprise profits, because the economic interests of shareholders are closely related to those of enterprises.
Therefore, good shareholder relationship can make existing shareholders and potential shareholders understand and trust the enterprise, create a good investment environment, stabilize and expand the shareholder team, meet the capital demand of enterprise production and operation to the maximum extent, and expand the social financial resources of the enterprise.
Denny Electric Appliance Company of the United States was jointly invested and built by several shareholders. It attaches great importance to the relationship with shareholders, often invites some big shareholders to visit the company, and regularly reports the company's operation and financial status to shareholders, so as to meet the various requirements of shareholders in time and maintain good relations with shareholders. After several years of operation, not only did none of the original shareholders withdraw their shares, but several shareholders increased their shares and introduced their friends to become shareholders. The company's sources of funds have been enriched and expanded, and financial resources have been guaranteed, thus promoting the company's development and growth.
(2) Good shareholder relationship is conducive to enhancing the scientific nature of enterprise investment decisions.
The development of enterprises needs a lot of investment. Enterprise investment is to ensure the survival and development of enterprises and create more material wealth, which is the so-called "using wealth is making money". In order to make enterprise investment truly achieve the goal of making money, we must pay attention to the economic benefits of investment, correctly determine the investment direction, and choose investment projects with less investment, quick results and great benefits. To do this, we must make good investment decisions.
Correctly handling the relationship between shareholders can encourage shareholders to make suggestions for the investment decision of enterprises and provide investment information. This is of course conducive to improving the scientific nature of enterprise investment decisions and laying a solid foundation for the long-term development of enterprises.
The Coca-Cola Company is going to invest in developing a new formula for Coca-Cola. However, because the original formula of Coca-Cola has been deeply rooted in people's hearts, known and loved by people, and the original formula of Coca-Cola has occupied a large market share, the company is worried that the investment in the new formula of Coca-Cola will not only be unprofitable, but will probably affect the company's reputation, thus affecting the sales of its original products and damaging the company. Therefore, the company decided to hold a general meeting of shareholders to study and discuss this project to decide whether to develop a new formula for Coca-Cola.
At the shareholders' meeting, shareholders expressed their opinions one after another, and took out all their knowledge and information about the market for consultation. Only after all shareholders agreed unanimously did the company decide to invest in the project, and the original investment plan was revised according to the opinions of shareholders. After the new product went on the market, it was loved by people because of its unique taste different from the original formula, and its sales volume was very good.
Driven by the good shareholder relationship, the new projects invested by Coca-Cola Company have made huge profits, enabling the company to develop rapidly.
(3) Good shareholder relationship is also conducive to promoting products.
Although public relations can't directly promote products for enterprises, it can expand the market and promote product sales for enterprises.
Shareholder relationship is an important part of public relations within enterprises, which plays a special role in promoting product sales of enterprises. As the actual owner of an enterprise, shareholders have a stake in "one glory and one loss" with the enterprise. Therefore, they will think what the enterprise thinks and be anxious about the enterprise. At the same time, they are the first consumers of enterprise products, and naturally become marketing partners in the same boat with the enterprise.
General Foods is one of the largest food companies in the United States. Every Christmas, the company presents a set of samples of canned food or other foods produced by the company to shareholders.
To this end, shareholders are very proud. They will show off and recommend our products to outsiders. Not only that, every year before Christmas, they will prepare a detailed list and send it to the company, so that the company can give these foods as gifts to their relatives and friends according to the list.
This method is very effective. Before Christmas, General Foods received a lot of extra orders. This has truly realized the integration of shareholders' investment, consumption and marketing, not only strengthened the relationship between enterprises and shareholders, but also made enterprises obtain huge economic and social benefits.
This is the benefits and benefits that good shareholder relations bring to enterprises. The relationship between shareholders, to a certain extent, determines the survival of enterprises. Therefore, every company should learn to correctly handle shareholder relations, which has become an important responsibility of corporate public relations departments.
So, how to establish a good shareholder relationship?
As the saying goes, it is difficult to start a business, and it is even harder to keep it. If the existing shareholders of an enterprise sell or transfer stocks and bonds, it will make the enterprise lose its foothold internally, let alone attract new shareholders. Therefore, it is a brilliant move for enterprises to strengthen the confidence of shareholders and strengthen information communication with shareholders.
Shareholders cannot fully understand the specific operating conditions of the enterprises they invest in. When the enterprise is in adversity, many shareholders are at a loss. Therefore, public relations departments should strengthen information communication with shareholders.
The public relations department of an enterprise should always actively provide shareholders with information they want to know and are interested in. Shareholders, as investors in enterprises, care about enterprises, that is, they care about the funds they have invested. The relationship between shareholders and enterprises is mainly an "investment-profit sharing" relationship, and the issues that shareholders are interested in also closely revolve around this relationship. The public relations department of an enterprise shall provide the shareholders with detailed information about the production and operation of the enterprise, and shall not report good news but not bad news. If we conceal the problems existing in the enterprise, in the long run, we will inevitably lose the trust of shareholders in the enterprise.
There are various ways for enterprises to communicate information with shareholders, which are roughly as follows:
:: Prepare an annual report. This is the most important work for enterprises to deal with shareholder relations. Annual report has gradually become an important reference for enterprises to send to employees, customers and news media.
Convene a general meeting of shareholders. Shareholders' meeting is a "judgment day" for shareholders to the enterprise, and it is an important way for enterprises to communicate directly with shareholders. The advantage of this method is that enterprises can directly contact with shareholders and exchange views with each other.
Communication. This is a good way to communicate with shareholders, not only with close shareholders, but also with distant shareholders.
Hold an interim meeting. This method can be used for the anniversary celebration of enterprises, and enterprises and shareholders can take this opportunity to make decisions on major issues.
To establish a good relationship with shareholders, we should not only communicate with shareholders, but also respect their sense of superiority and treat shareholders with a fair and equal attitude.
Shareholders, as investors of enterprises, are the "bosses" of enterprises no matter how much they invest, and they have a strong sense of superiority. The public relations staff of an enterprise should respect the superiority of shareholders, and should not treat shareholders completely from the economic point of view, let alone regard the relationship between shareholders and enterprises as a pure "investment-profit sharing" relationship. Let shareholders feel respected and closely connected with the fate of the enterprise.
Enterprises should treat shareholders equally and treat shareholders with a fair and equal attitude. No matter how much investment, shareholders are the "financial resources" of enterprises. When dealing with shareholders, enterprises should not favour one over the other, which makes people feel that they "recognize money but not people".
Shareholders are the "financial resources" and "power sources" of enterprises. If an enterprise wants to occupy a favorable position in the competition, it needs to have sufficient financial resources as a guarantee, and shareholders are the source of financial resources for the enterprise. Therefore, in the interaction with shareholders, enterprises must maintain good relations with shareholders.
Creating a good investment environment, stabilizing existing shareholders, constantly attracting new shareholders to join the enterprise and expanding the ranks of shareholders are the basis for an enterprise to "gather wealth".
Shareholders and enterprises are like "sources" and "streams". The more water sources, the more rivers; Once the source disappears, the river will dry up. When dealing with the relationship between shareholders and enterprises, enterprises can gain the trust of enterprises only by being serious and responsible and being honest with each other, so as to achieve "the source is always there, and rivers often flow".