Investor Relations is a Junk Drawer Job (And That’s a Good Thing)

Investor relations, or “IR”, has always been a multidisciplinary role. But in 2025, it’s officially the “junk drawer job”: part analyst, part strategist, part storyteller, part social media manager, part ESG lead (the list goes on).

We recently listened to a Winning IR podcast with Alyssa Barry and Caroline Sawamoto, the co-founders of irlabs, that captured this beautifully. Their reflections and tactical ideas serve as a masterclass for anyone serious about levelling up their IR program. Below are a few takeaways that resonated with our team at Investability – and how we’re incorporating them into our advice to clients, as well as our own upcoming video content series.

Investor Relations Needs Creativity – Not Just Compliance

IR has traditionally been seen as a numbers and news game. But there’s a strong case for rethinking that. Sawamoto and Barry shared a campaign where, for a product-based IPO client, they delivered goodie bags with samples, postcards and QR codes directly to brokerage houses. That one tactile stunt created instant awareness among hundreds of brokers – proving that even in a digital-first world, physical marketing still has cut-through.

Takeaway: Think beyond the standard channels. Could your company host a “Coffee with the CEO” session? Deliver a curated investor box? If it’s memorable, it’s marketable.

Great Storytelling Is Specific – and Repeatable

The best stories don’t need to be reinvented every quarter. But they do need to be clear, consistent, and investor-focused.

Ask yourself:

• Who are we?
• What makes us different?
• How are we going to make investors money?

These three core questions should be the filter for every pitch, deck, and press release. It’s also vital to have internal alignment – your board, exec team and investor comms should all be singing from the same song sheet.

Retail Investors Need More Than a Press Release

Retail IR is hard work – and often overlooked. But the firms that do it well are reaping the benefits.

Some of the tactics to consider:

• Drip campaigns with compelling, clickable content (not just rehashes of announcements)
• Interactive emails: welcome messages, CTAs to view decks, options to book meetings with management
• Referral mechanics: “Forward to a friend” emails to build the list organically
• Retail Q&As or fireside chats with executives

These aren’t radical ideas, but few companies are doing them consistently.

Little Touches Matter

This one hits home. From personalised thank-you emails post-financing, to curated updates for existing subscribers, the standout IR teams treat investors like valued customers.

That might mean:

• Emailing investors with milestone recaps “From the Desk of the MD,” instead of just ASX links
• Sending “thanks for subscribing” messages with a highlight reel of recent achievements
• Following up with old roadshow contacts personally, not just dumping them into a list

It’s more work. But it builds trust – and in tight markets, trust is currency.

Engagement is the Long Game

Building relationships takes time. Even if you’re not raising. Even if the market is cold. Because when the time comes, it’s your warm leads—those who’ve been nurtured over months or years—that convert fastest.

Whether it’s an email, a panel invite, or a simple LinkedIn comment—every touchpoint matters.

Looking for a Partner to Drive Smarter IR?

At Investability, we love leveling up our IR tactics. We combine creative content, curated investor experiences, and data-led campaigns to help small-cap companies engage both retail and institutional investors – early, often, and with intent.

And coming soon: our new “Video Marketing for IR” series, revealing how to turn smart storytelling, digital targeting, and platform-native content into tangible shareholder outcomes.

Watch this space! But in the meantime, get in touch with us to say hello!

We’re Sydney-based. Available globally.