Date: 11/8/2017 - 11/9/2017
Event start time: 8:30 AM
Event end time: 5:00 PM
Category: Seminar
Price: Member Fee: $1,699; Non-Member Fee: $2,199

Printable Registration Form (PDF)

If you have already taken Finance 101 or if you have some financial knowledge already, this is a great next step. We recap the key concepts and then take your knowledge to the next level, applying the principles to real situations across a range of sectors. We cover accounting and analysis and key corporate finance concepts (shareholder value, cost of capital, evaluating M&A, dividend and buy-back policy). You will learn how to communicate your company's financial story effectively and participate fully in C-suite discussions all in an accessible way for non-finance specialists and designed specifically for corporate communicators.

IRC™ credential holders can earn up to 3 professional development units (PDUs) per day. More information is available at

  • Investor Relations professionals
  • Media relations and other corporate communicators

  • Understand the language and concepts of the C-suite
  • Further develop your financial fluency and literacy and develop a comprehensive understanding of accounting concepts
  • Be able to challenge and critique financial information with confidence
  • See how analysts build models and how to provide effective guidance
  • Understand company valuation and appreciate how M&A deals are evaluated
  • Be able to develop and communicate a great investment story


The Big Picture
  • The financial markets architecture
  • Sources of capital
  • Understanding investors and what they want
  • The role of the sell side
  • Debt IR essentials and the role of ratings agencies
  • The importance of managing expectation
  • Overview of key regulations and governance requirements

Accounting Essentials
  • Reminder of accounting basics
  • The FinanceTalking accounting game cash flow edition
  • Jargon (GAAP, non-GAAP, EBITDA, etc.)
  • Goodwill and impairment
  • How analysts and journalists use your financial information

Corporate Finance Essentials
  • Creating shareholder value recap
  • The link to return on capital
  • Evaluating growth potential PESTLE, Porter, BCG, and SWOT
  • Cost of capital and the capital mix
  • Changing the capital structure
  • Dividend policy and share buy-backs
  • DCF reminder

Capital Structure and Allocation
  • Which balance sheet, which sector?
  • Leverage for different sectors
  • The optimum debt/equity mix
  • Funding M&A
  • Evaluating capex investment
  • Working capital management
  • Balance sheet conclusions

  • Headline numbers
  • Performance review for different sectors
  • Growth and margins, operational leverage
  • Building a story using key performance indicators
  • Preparing for earnings
  • Forecasting case study

Cash Generation
  • Why are cash flows different from profit?
  • Profits to cash flows reconciliation
  • Investment and financing cash flows
  • Key concepts free cash flow and NOPAT

Financial Analysis
  • Building a story using KPIs
  • Inputs to analysts models and the role of guidance
  • Measures used by ratings agencies
  • Media and analyst conference case studies

  • Analyst perspectives and sources of information
  • Valuing a company using DCF
  • Valuing a company using multiples
  • Understanding price targets and recommendations
  • Which sector, which valuation methodology?
  • Valuation in IPOs and M&A situations
  • Understanding the assumptions in consensus
  • Using communications to influence valuation
  • M&A case study

How to Tell Your Investment Story
  • Management's task
  • Telling the story in terms of what really matters
  • Targeting the appropriate shareholder base
  • Lessons for corporate communications

Summary and Conclusion
Where to go from here

Finance 101 or the equivalent knowledge 


David Yates

David Yates

Partner, FinanceTalking, Ltd.

David joined FinanceTalking in 2009 after nearly thirty years in the City as a corporate lawyer, investment banker and financial PR specialist.

  • Qualified as a solicitor in 1982.  Joined Linklaters & Paines, specializing in capital markets and corporate law
  • Joined the corporate finance division of Robert Fleming, London based merchant bank, in 1984.  Spent three years on secondment with Jardine Fleming in Australia between 1987 and 1990.
  • Began his Financial PR career in 1995 with Gavin Anderson & Co.
  • Joined Financial Dynamics (FD) as a partner at the end of 1998 and commenced their coverage of the Life Sciences sector.
  • Retired from FD in March 2009 following sale of the company to FTI Technologies Inc. of the US.

During his financial PR career in the City, David built a reputation as one of the leading practitioners in London and acquired experience in all aspects of the financial markets, particularly M&A and IPOs.  Together with his experience in the law and the investment banking sector, he has an in-depth knowledge of the workings of the City, the roles that each of the institutions play in the markets and how business is covered by the media.