ABSTRACT
This chapter helps in understanding the role of financial public relations (PR) and the nature of communications with key stakeholders and influencers. It analyzes the key components of financial communications, including annual reports and shareholder meetings. The chapter considers technical developments and the impact of global economic and political issues on financial PR. Financial PR is considered from a wider perspective than a specialist focus on investor and shareholder relations. This recommendation emphasizes the need for all PR practitioners to engage with the financial operation of organizations in order to work at a strategic level. Stakeholder activism and PR for financial organizations also need to be included within the scope of financial PR. Traditional financial relations activities operate to a calendar of activities including annual general meetings and publication of financial results, which are also relevant for non-listed companies. Attempts to extend financial reporting to cover multi-capitals have the potential to enhance PR's strategic role in organizations.
