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Purpose -The purpose of this paper is to investigate how public relations practitioners perceive investor relations itself and what the potential is in terms of public relations with empirical results. Design/methodology/approach -A web-based survey was conducted by using systematic random sampling with a probability sample of 5,000 public relations practitioners drawn from the 2004 Public Relations Society of America (PRSA) Directory. The survey consisted of three sections, investor relations functions at organizations with a multiple-answer format, perceptions on specific activities of investor relations with a seven-point Likert scale, and demographic information.Findings -Practitioners conceived that counseling with top management the most important investor relations activity and that earning a reputation for honesty the most significant result the activity can create. Moreover, practitioners considered direct involvement with top management a highly effective investor relations strategy for achieving goals. However, for handling investor relations, practitioners showed contrary attitudes regarding qualifications and undergraduate courses, indicating that public relations qualifications would be more needed for entry-levels, while basics for finance would be more necessary for undergraduates. Research limitations/implications -This research acquired an extraordinarily low response rate, 3.54 percent and targeted the US public relations practitioners only. Originality/value -This study is the first to directly investigate public relations practitioners' perceptions on investor relations as well as fairly in accordance with the current consensus that investor relations and public relations should be convergent.A strategic management responsibility that integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company's securities achieving fair valuation (adopted by the NIRI Board of Directors, March 2003).Comparing this current statement to the viewpoint of NIRI in 1996, there have been subtle changes regarding the definition of investor relations:A corporate marketing activity combining the disciplines of communication and finance, and providing present and potential investors with an accurate portrayal of a company's performance and prospects. Conducted effectively, investor relations can have a positive CCIJ 12,2 200 Downloaded by Florida State University At 08:12 30 June 2016 (PT)

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