The looks and the brains

As with every form of communication, the medium of investor relations is a never-ending battle between form and content. Changing trends mean that the emphasis vacillates between one side and the other but a balanced mix of actual information and slick presentation is crucial to educate the audience and keep it interested. With a bit of soul-searching, all IR professionals can probably identify more with one side than the other but that doesn't mean that either element should be neglected.