Winning the hearts and minds of shareholders during corporate actions, especially when they are contested, is critical.

Given free-rider risks from passive investors and potential pressure from event-driven investors, reliable intelligence and the effective delivery of key valuation messages often prove essential to completing a deal. Well-designed and targeted campaigns, articulating key messages and benefits to shareholders, will deliver shareholder support. Investor sentiment gauged through the ebb and flow of a corporate action allows boards and their advisers to plan effective communication strategies - strategies that usually involve multi-channelled campaigns, as well as local language call centres reaching out to retail shareholders.

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