St Brides Media & Finance Ltd

“To Spin Or Not To Spin?”

2

Short-termism or long-term value creation?

“Spin is sometimes a pejorative term signifying a heavily biased

portrayal in one's own favour of an event or situation”

3

The secondhand cars/cereal packet analogy

4

Rules of PR

● Be transparent and honest at all times

● Have a clear, defined strategy

● Know the audience

● Maintain regular contact

● Build relationships – shoe leather

● Provide the tools for analysis

● Maintain a professional exterior

● Know the rule book

● Work as a team

● Never presume

The Rules of PR

5

Rather than spin people are looking for..

● Clear business synopsis

● Commodity

● Jurisdiction

● Defined resource development strategy

● Results – quantified

● Future revenue potential

● Quality of management

● Partnerships / affiliates

● Competitive strengths

● Macro economic impacts

● Enthusiasm

“Understand your audience, provide them

with a clear picture, and give them ability to

understand and analyse”

6

Know the audience

● Market makers

● Journalists

● Stakeholders

● PCBs

● Analysts

● Investors

● Fund managers

● GeneralKillik & Co

“PR is not just about getting column inches, it’s about communicating to the entire market through multiple mediums”

7

Provide the tools

Investment

Decision

Risk & Opportunity Analysis

Economic Analysis

Technical Assessment

& Feasibility

“Provide the tools to the relevant people to make the

right decision”

8

Ensure a professional exterior

9

Work as a team

Media/PR Investor Relations

Broker

EXPO Plc

“All functions need to work together to ensure investor visibility is achieved”

10

Never Presume

● Cater for the audience with varied levels of

understanding

● News releases should be divided into four

sections:

● Over use of adjectives can be off-putting to

some

● Be enthusiastic

Introduction

Main Body

Quote

Notes

“The majority of the audience are not geologists”

11

Thoughts

● Think about what you are trying to achieve

● Imagination doesn’t have to be spin

● Work to your strengths

● It’s a hugely competitive arena

● You have to pursue all avenues and utilise all mediums

● Patience is crucial

● The market is fickle

● Focus on running your business

● What do you look for when you invest

● Responsibility

● If you need assistance…..