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Why did Kraft Heinz stock drop 7.5% in a single day? It wasn't just the Berkshire Hathaway exit—it was a failure of liquidity management. In this case study, we break down the "Pink Shirt Rule" of selective engagement and why the best IROs build relationships with people who don't even own the stock yet. Timestamps • 0:00 The KHC 8-K: Berkshire Hathaway exits its 27.8% stake • 0:45 What is the "Pink Shirt Rule"? • 1:10 Two reasons why a good IRO talks to everyone • 1:46 The KHC liquidity crisis: Spins, splits, and selling • 2:30 Credibility management: Why non-holders matter • 2:53 Key Learning: Bridging the gap during a dislocation event 𝗕𝗲𝘁𝘄𝗲𝗲𝗻 𝗧𝘄𝗼 𝗘𝗮𝗿𝗻𝗶𝗻𝗴𝘀 𝗖𝗮𝗹𝗹𝘀 𝘄/ 𝗠𝗿. 𝗜𝗻𝘃𝗲𝘀𝘁𝗼𝗿 𝗥𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀 𝗧𝗵𝗲 "𝗣𝗶𝗻𝗸 𝗦𝗵𝗶𝗿𝘁 𝗥𝘂𝗹𝗲" 𝗮𝗻𝗱 𝗞𝗿𝗮𝗳𝘁 𝗛𝗲𝗶𝗻𝘇' 𝗟𝗶𝗾𝘂𝗶𝗱𝗶𝘁𝘆 𝗜𝘀𝘀𝘂𝗲 Most Large Cap and Mega Cap companies only need to talk to their top 20 investors. I call this the 𝗣𝗶𝗻𝗸 𝗦𝗵𝗶𝗿𝘁 𝗥𝘂𝗹𝗲: "I only talk to investors who wear pink shirts and trade stocks on Tuesdays." It’s selective shareholder engagement driven by brand cachet, and it’s a dangerous game to play. The recent 7.5% drop in Kraft Heinz (KHC) after Berkshire Hathaway announced it was exiting its 27.8% stake is a perfect case study in why this fails. When nearly 30% of your company hits the tape, you better have a deep roster of relationships ready to buy the dip. Good IROs talk to everyone—not just the top of the ledger—for two specific reasons: 𝟭. 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗜𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 - You need to know what the market actually thinks of your story, not just what your largest supporters tell you. Whether it’s a small hedge fund or a long-only player, those conversations provide the intel you need to refine your narrative. 𝟮. 𝗟𝗶𝗾𝘂𝗶𝗱𝗶𝘁𝘆 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 - You are building a "bench" of investors. You need to know exactly who is waiting for a price dislocation or a liquidity event to finally step in and take a position. 𝗧𝗵𝗲 𝗞𝗿𝗮𝗳𝘁 𝗛𝗲𝗶𝗻𝘇 𝗦𝗰𝗲𝗻𝗮𝗿𝗶𝗼 Between a looming split and a massive sell-off from a cornerstone shareholder, KHC is facing a liquidity management crisis. If you haven't built relationships with the "non-holders" during the good times, they won't be there to bridge the gap when a crisis hits. Large companies, as well as those with significant brand cachet, often focus on selective engagement and stick to the top 20 holders. Such selective engagement represents a short-term view on relationship management, as all investors are constantly weighing the decision to buy, sell, or hold. Good IROs and Good IR programs talk to everyone because it builds credibility, but more importantly builds rock-solid ownership of investment narrative. The best defense to an investor hijacking your narrative lies in talking to everyone, which means the same messages get spread in the hallway at an investor conference. Your message not a made-up message. The entirety of these actions allows the IRO to offset liquidity issues and better manage a crisis and / or significant selling pressure. 𝗧𝗵𝗲 𝗕𝗼𝘁𝘁𝗼𝗺-𝗟𝗶𝗻𝗲 - Relationships drive liquidity, and liquidity drives credibility. You cannot manage 22 days of trading volume in a single filing if you haven't done the appropriate relationship building with investors beforehand. #investorrelations #capitalmarkets #corporatefinance #corporategovernance #corpgov #accountingandfinance #financialplanningandanalysis #financialprofessionals #investorrelationscareers #investorpresentation #earnings #earningscall #earningsreport #earningsannouncement #ceo #ceoadvisory #ceoadvice #ceoinsights #cfo #cfoadvisory #cfoadvice #cfoinsights #nyse #nasdaq #steverubis #mrinvestorrelations #betweentwoearningscalls #investmentbanking #venturecapital #privateequity #ipo #shareholders #boardofdirectors #shareholderengagement #equityresearch #equitymarkets #wallstreet #investorcalls #shareholdervalue #iro #earningsprep #strategicfinance #boardroomtrust #equitystory #captialallocation #valuationpremium #careers #jobs #jobsdata #googlegemini #unemployment #jobsearch