While most CFOs and other C-suite executives know the importance of working with investor relations professionals early and frequently during crisis periods, such as the mortgage meltdown, only half the executives and IR professionals recently surveyed by Thomson Financial said they make a point of meeting with investors following bad news such as the Carlyle Capital and Bear Stearns disasters to bolster investors' confidence in their companies before rumor and speculation overtake facts.

Most officials, of course, are reticent to reveal more information about corporate finances than they must. So it's no surprise that only 24.5% issue detailed earnings guidance, 15.1% contact journalists with news and 11.3% announce share buyback programs. A scant 7.5% of respondents say they make sure their corporate Web sites are up to date. That's not a good strategy, suggests Thomson advisers. "First and foremost, reach out to reporters and bloggers and try to show how your company is different; how it's unlikely the be the next casualty," Thomson consultants said in a briefing paper to corporate clients. "For example, perhaps the firm has a clean balance sheet, is generating exceptional cash flow or doesn't have the same exposure in subprime loans. Or that the company has assets whose attributes far outweigh any potential liability." Then hold key investors' hands, put legal's number on speed dial and polish up the Web site, according to the briefing.

The idea, Thomson suggests, "is to get the message out there that your company won't be next."