Monday, November 3

Revealing Substance: Bad Communication


The quickest way to kill a good company is bad communication. And if the company is already struggling, you'll kill it twice as fast. Some recent comments on several posts reinforce the fact that spin only provides a short-term win, assuming it does at all.

Steorn

In August 2006, all the buzz was about an Ireland-based company called Steorn after it used an advertisement in The Economist to invite the world's scientists to test what basically amounted to the latest redesign of Tesla's Coil, which would lead us to the creation and production of free energy. Cool? Here is the latest news coverage about Steorn (or at least the last posted on its site). Otherwise, the concept only seems big on YouTube.

Royal Spring Water

Last March, I received a "special report" from Texas-based Royal Spring Water, under the auspices of American Water Stocks, that claimed two billion people will soon be in dire need of drinking water and that is why you should bank on a water stock with potential gains of 220 percent. Pink Sheets, an inter-dealer electronic quotation and trading system in the over-the-counter (OTC) securities market, recently posted a warning on the stock.

Rare Method

It's probably not fair to include this one with the other two, but after they demonstrated a public relations fumble (with the exception of Brian Clegg, who was amazingly sharp and has since moved on) over some mysterious numbers, I couldn't help notice that their financial communication is clear as mud. The current Rare Method "achieves record year" news header carries some questionable subtext: "We experienced a decline in revenues, gross income and EBITDA in Q4 2008 compared to Q4 2007 of 8.6%, 22% and 120%, respectively, as a result of reduced U.S. revenues from $1,076,888 to $596,627 due to postponed marketing programs as our U.S. clients monitor the economic crisis." They also "adjusted our staffing levels to control costs."

Please don't mistake the follow up as anything more than what it is. I'd love to read that Steorn solved the world's energy crisis, Royal Spring Water stocks soared, and Rare Method is to have a record year. But you know, it just isn't so.

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