We attended a small-cap conference in Las Vegas last weekend, and it was surprising to see how many public company execs don’t know the value of effective communication.

Most were there to pitch their company to investors and whenever the topic of enhancing communication came up, they quickly changed the subject to liquidity in their stock.

Quick fixes usually fall apart at the seams before too long. There are so many instances of small public companies that are seeking a quick boost in their share price without any lasting effect. Actually, what ends up happening is a lot like what happens when you end a crash diet. You end up back where you started or worse off.

Many of these small public companies don’t realize the value of a bottom-up approach, where seeds are planted and tools are developed to encourage collaboration, chatter, and an open dialogue.

Our approach has always been to empower our clients–give them the applications and solutions they need to more effectively communicate with their shareholders. Whether it’s an interactive corporate newsroom, a company message board, or a blog, our clients know that intellibridgeIR puts the power back in their hands.

The rules of IR and PR have changed. The goals haven’t. Companies today need to realize that they are no longer in power–their investors are scouring message boards, blogs and investor communities for the latest dirt on public companies.

So what can management do in a market where trust is as scarce as cash? Regain their investors’ trust by engaging them in conversation. Answer the tough questions, and do it in a public forum.

Coming up with a snazzy promotional site, and e-mail blasting it to “millions of investors” may boost your share price for a few days. But what happens when the promotion loses its luster and investors realize that your company is relying on smoke and mirrors rather than trust and open communication to build shareholder value?