I'll bite: you pay an IR firm 60k a year because you know you have a fantastic story, you know your cactus cigarettes are a big seller, you know you'll meet or exceed analysts' expectations and it's worth it to get the story out there.
It could be worth the money providing they get the story out. I guess what is different is they have been hired solely for investor awareness. In the past. I never had a clue why they hired the last firms. It would have been a savings since all they ever did was PR SEC filings nad transfer messaes or questions from shareholders to company. Really not worth the money spent.
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