| Abstract [eng] |
This final master's research paper analyses and evaluates international communications strategies towards well-informed investors, whom are quite new and difficult group of investors in general. This research aims to analyze the international communication strategies designed to attract well informed investors and with reference to an integrated model of strategic communication combined with interviews taken from experts, to develop integrated communication strategy recommendations to attract well informed investors. To reach this aim following tasks were to be achieved: 1) to examine the concept of integrated marketing communications based on strategic and integrated communication concepts analysis; 2) to analyze the concept of well informed investors referring to an international aspect; 3) explore the concept of investor relations and determine effective communication tools to ensure proper relationship management with well informed investors; 4) referring to an integrated model of strategic communication and data from interviews with experts, develop an integrated communications strategy with well informed investors recommendations. The research analyzes conception of a well-informed investor and also conception of the investor relations by itself. It also reveals aspects of an effective investor relations strategy: steps and tools, which allow successfully, implement integrated communication strategies and tactics were planned. Profound recommendation of the experts argues that all communication activities carried out in order to attract well informed investors must be integrated into a unified integrated communications strategy. Consistent and integrated communication strategy allows building reliable, and thus an attractive country and investment opportunities in it image that also allows attracting long-term international investments from well informed investors. This Master's thesis may be significant in a wider context of international communication strategies and communication with investors, regarding potential well informed investor aspect. The analyzed and summarized information may be useful to institutions, organizations or individuals seeking to attract foreign direct investment in Lithuania. |
