QUESTION:
- What is your policy about pr’s? Why some and not others? Can you explain how this is decided?
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ANSWER:
Let’s take some time to respond thoroughly to this important question.
The honest answer is that there is always a certain tension between some persons outside of the company who want as much press release activity as humanly possible, primarily day traders, and we who want a very careful approach. I typically tone things down from original drafts if in my opinion the possibilities being described seem “over the top”. I will stand by anything that ultimately goes out because our issuances are more careful than they would otherwise have been if it had been left to others. Winning Brands’ accredited investors share this responsible approach. Anyone associated with Winning Brands knows that the company does not play games with its news releases.
There are two different visions of the firm. Some outsiders want it to be a flipper’s dream, with share prices being driven by the usual smoke and mirrors of the exercise. My vision has always been that Winning Brands would be a cut above the usual “pinky” mindset by being serious in purpose, legitimate in its goals and dignified in its relationship with shareholders and regulatory authorities. In this model the company’s share price will reflect general sentiment about possibilities, but not be hyped. This is an ownership model – ie the common shareholders want capital gains of course, but also to own a real company. In this model, even if the share price is low, it is based on something real, and therefore has the real possibility of doing well based on company developments, not just PR.
This policy has resulted in a calibre of typical Winning Brands investor that is far above the quality of most junior public companies. I receive messages from people of all walks of life who thank the company for doing its best to implement a good and legitimate business plan, and for the obvious commitment that Winning Brands makes to operating with a clear conscience in all that it does. Having setbacks or facing challenges in advancing is acceptable to such realistic investors – so long as they can believe what the company says. Also, I have no reason to believe that any regulatory agency has concerns with us. This is a source of pride because during our formative period there have been many cases of other (peer) companies being revealed to engage in improper news release activity, to put it kindly. The policy of a public company regarding its public statements is the foundation of its credibility. Winning Brands can be proud of its prudence and responsibility in this regard – the proverbial “upstanding citizen” in what has been described as the wild west of the investment world.
Another important clarification about news releases, is that they do not all have an investment industry purpose. This is a key point to understand. Not all news releases are made to satisfy the concept of “material developments” as defined in securities regulation. It is permissible and can be desirable for a firm to let it be known within its industry, or its region, that certain things are happening. That is not “fluff”. Fluff is an attempt to make a small thing sound like a big thing. There are many “small things” that are legitimate news to parties who have a reason to be interested in that particular small thing. Therefore, the running debate amongst company watchers as to whether a particular Winning Brands news release is fluff or not often lacks this basic insight: a news release can be important to a certain audience without being impressive to investors at first glance. This is why certain Winning Brands news releases are not “huge” in their impact on traders, but are still very interesting and useful to specific audiences. Now, in 2011, with Winning Brands increasingly active in the U.S., there will likely be a natural increase in such industry oriented news releases. Despite their limited appeal for some day traders, these releases nonetheless expose the company to a variety of people of interest over time. If a company is proud of what it is doing, and moving forward to an exciting set of goals, then this is a good thing. Such workman-like news releases foster connections with strategic allies for the benefit of all. Base hits can win a ball game too, not only home runs.
Lastly, let’s talk about investor awareness programs and the role of news releases in such programs. It’s very important to distinguish between a process of sharing information about Winning Brands to more retail investors for what the company really is versus a promotional campaign in disguise. A traditional promotional campaign for Winning Brands, ie the common pump, would be the kiss of death. They create shortlived spikes that benefit a few, harm many, are of questionable legality at best – and often strongly illegal (even if the perpetrators get away with it) and permanently alter that character of the firm. Although we may all be frustrated at the moment with the current share price, it is an honest price. It is not being manipulated one way or another. Traders are not interfered with by any coordinated action by the company. No laws are being broken, no unjust gains are being generated in the wrong hands. The market itself is operating properly and has demonstrated that very little volume is required for the share price to increase considerably, based on the sentiment of the moment. The reason that WNBD stock sometimes rises easily on small volume is that market makers are well aware that there is no background agenda or manipulation. Many of our shareholders, representing a significant portion of the float, are content to let the company advance operationally rather than panic. Furthemore, many have quiety reduced their average cost base during low periods making it much easier to be green in the future.
Therefore, as the company’s legitimate prospects improve, this information will circulate more widely – and we will be glad to assist in the process. However to design news releases to pump the stock is not the way we do things. With the increasing probability that during 2011 we will be in some sort of operating relationship with accounts that really matter in the USA, I continue reflecting deeply on how to ensure that advancements will be effectively communicated to natural investors without violating the principles that I have described above.
Ultimately, every company has its supporters and critics. We happen to have a very strong base of supporters. They understand and appreciate this culture – that’s why they are here. Anyone who doesn’t like this approach to things is welcome to depart the scene and spend time with the majority of junior public companies who fall into the trap of being pushed around by high pressure tactics on the part of people with a questionable agenda. Those who remain will find that we will continue to generate opportunities for trading profit that arises from the natural openings (and challenges) that a still young, upwardly mobile public company creates. Amongst traders too, accumulating profits can arise from base hits with our stock, not only home runs.
Many people have done well with Winning Brands shares over the years, and will continue to.
