Bryan Mills Iradesso's 20 Rules of Engagement:

1. Ensure your investor relations messages are consistent.
2. Never stray from full, true and plain disclosure.
3. Disseminate information and respond to investors in a timely manner.
4. Keep communications clear and concise.
5. Tell, don't sell, your story to the investment community.
6. Provide opportunities for investors to ask questions. Learn to listen.
7. Identify and communicate with key analysts and investors.
8. Understand your shareholder breakdown and direct your communications accordingly.
9. Understand the market's perception of your strengths and weaknesses relative to your peers.
10. Identify, train, and empower a limited number of spokespeople.
11. Know your company inside and out, particularly the characteristics that differentiate you from your peers.
12. Accept that the equity markets are unemotional. Take nothing personally.
13. Stay in touch with investors and keep them informed. If you don't have time, hire somebody who does.
14. Know what constitutes a material event and make sure such events are fully disclosed within the required time frame.
15. Identify key factors that drive investment decisions pertaining to your company.
16. Make sure shareholders know the risks of investing in your company and your industry.
17. Think before speaking. Don't say anything to anyone that you wouldn't say to everyone.
18. Have a sound business plan. Do not let short-term fluctuations in the equity markets dictate your decisions.
19. Give all shareholders equal access to information.
20. Under promise and over deliver.