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Apr 30, 1998

Time's up

IR can't be learned by rote

Providing senior management with some form of feedback as to the real value of the IR function has to be one of the most important aspects of an IR officer's job. It may, as this month's cover story suggests, sometimes be necessary just to keep you in that job in the first place. But it shouldn't just be viewed as a means of rescuing an IR function under threat. It's an integral part of the job which many of those new to the profession overlook. Perhaps that's understandable. Investor relations

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