JF Insights
IR’s New Rules: Digital, Direct and Differentiated
The best IR practices are evolving quickly.
At this year’s NIRI National Conference one message was clear: from earnings calls to boardroom briefings, the best IR practices are evolving quickly. The common thread? More digital tools, direct tones and voices, and unique approaches to drive differentiation in a crowded market.
What We’ve Seen in 2025 So Far:
- Video Over Verbiage: Earnings communications have moved beyond transcripts and slide decks. Short, unscripted videos featuring executive commentary are generating significantly higher engagement and helping companies connect on a more human level. In a noisy environment, authenticity wins.
- AI Behind the Curtain: Generative AI is not a substitute for a disciplined communications strategy, but it is increasingly becoming a reliable supplemental tool for IR organizations to leverage when it comes to gaining insights and scaling communications.
- Integration, Not Isolation: The most effective IR efforts are embedded across the organization. Whether partnering with comms, legal, or customer-facing teams, IR is at its best when it operates as a bridge ensuring consistency and alignment across all channels and audiences.
- Boards Are Listening (and Talking): IR is playing a more strategic role in the boardroom. Sharing real-time investor sentiment and market context helps boards stay grounded and forward-looking. The goal: fewer surprises, more informed oversight, and better alignment with shareholder expectations.
- Experimentation as Strategy: Whether it’s streamlining investor materials, testing new platforms, or refining social media engagement policies, IR teams are leaning into experimentation. The most successful ones start small, measure impact, and iterate quickly.
Our Takeaway
As the pace of change accelerates across the communications landscape, the expectations for IR have never been higher. It’s no longer just about delivering information, it’s about shaping understanding, building trust, and driving strategic clarity. Companies that embrace this evolution will lead the conversation, and the market.