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Even as the financial crisis makes effective shareholder communications a matter of life and death for some companies, straight talk is in short supply. “CEOs and CFOs can’t just be cheerleaders saying everything is going well. The investor community is too sharp and has too much information for that,” says Chris McClean, an analyst with Forrester Research. “Investors want to hear that executives understand their business, what’s going on in the market, and how they are positioning the company for sustainable success.”

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