IR professionals should stage events and orchestrate conference calls which have a marked impact on investor reactions. When IR executes an event well, that may lead to one or more new investors who could have a material impact on valuation or prevent stock sales by existing investors. I remember a case when a company decided to terminate an acquisition. Management needed to give access to key investors to explain its rationale. It didn't and paid the price.
First impressions are critical.
Weak releases may be too legalistic, too wordy, give insufficient information or simply be amateurish. Investors who read releases all day know the difference and unprofessional writing registers with them. Too often, lawyers write releases. They may write them without doing justice to the strategic reasons for the transaction, why the chief executive endorses it and the benefits to be conferred. Lawyers should always review the release and selectively edit it.