As the chief financial officer of Walt Disney, Tom Staggs was responsible not only for the financial management of the company, but also for the transfer of financial and strategic goals of the company in the investor base. Because of the growth of Disney as the most iconic brands in the world of entertainment, the company was particularly broad investor base: more than 991,000 common shares in fiscal 2006, compared with 51,400 in Time Warner. Staggs was to develop and implement a communication strategy that was suitable for a variety of this investor base, which includes the individual, institutional, brokerage houses, investors and mutual funds. Thus it should be remembered that these districts often have different time horizons and investment prospects. In addition, Staggs had to bear in mind a number of other factors. First, it must be assumed that any message delivered was seen by investors as a direct reflection of management capabilities and confidence. Second, he must have thought, as stated by the company's goals to influence the behavior of their employees. Third, he had to decide how to implement the communication strategy across a wide range of channels, keeping in mind the purpose of the forum, regulatory requirements and the expectations of investors. "Hide
by Maureen McNichols, Brian Tayan Source: Stanford Graduate School of Business 52 pages. Publication Date: September 1, 2007. Prod. #: A195-PDF-ENG
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