Proactive Investor Relations: How Corporations Respond To Pressures From Social Responsibility Investors

Purpose - The purpose of this chapter is to explore the proactive role played by investor relations officers (IROs) in enhancing the quality and delivery of corporate social performance (CSP) information to social responsibility investment (SRI) analysts and investors, thereby improving the link between CSP and corporate financial performance (CFP). The increasing pressures on corporations to produce and communicate CSP information will be described, as well as how the timely and meaningful communication of CSP can improve CFP.Methodology/approach - Subsequent to a review of relevant literature, three case examples from McDonald's, Nestle, and Stora Enso illustrate Hockerts and Moir's grounded theory framework that suggest how IROs can improve communication of CSP.Findings - This chapter illustrates three levels of communicating CSP information. First, IROs target SRI investors and respond to ESG inquiries and surveys. At the second level, IROs integrate ESG information into business strategy and financial results. At the third level, IROs actively market CSP and create a two-way proactive dialogue between SRI investors and senior management and the board.Practical implications - This chapter provides practical examples to improve ESG activities and their communication via the IRO to SRI analysts and investors.Originality/value of chapter - This chapter contributes to the literature on the CSP - CFP link by illustrating how proactive IROs are improving the CSP information channel to SRI securities analysts and investors. Furthermore, it advances the theory and research concerning the impact of the information channel between IROs and securities analysts behind the CSP - CFP link.