Showing off

For a company doing a site tour, it means going on stage. Visitors get the opportunity to experience rather than to simply hear or read about the company - 'to kick the tires,' in the words of Betty-Ann Heggie, corporate relations vice president for the Potash Corporation of Saskatchewan. It is a given in the world of IR that a positive corporate image cannot be established by official statements alone. However, the IR tactic that takes this idea furthest is the site tour, when a company invites