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Business Communication and Fast Food: Its All About the Basics

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Title: Business Communication and Fast Food: Its All About the Basics


1
Business Communication and Fast Food Its All
About the Basics
  • Leanne D. Marilley
  • Director Investor Relations
  • Norfolk Southern Corporation
  • Norfolk, Virginia

2
Business Communication Essentials
3
Business Communication A Closer Look
  • About Me
  • An Overview of Norfolk Southern
  • Corporate Communication
  • Investor Relations
  • Accuracy and Consistency
  • Professional Development
  • Questions

4
Who Am I?
  • Education
  • University of Virginia B.A. in English
  • Northwestern University M.S.J.
  • The College of William Mary M.B.A.
  • Experience
  • The Virginian-Pilot
  • Non-profit organization
  • Norfolk Southern Corporation
  • Affiliations
  • Cultural Alliance of Hampton Roads
  • National Investor Relations Institute
  • Public Relations Society of America
  • Business Committee for the Arts
  • Leadership Council at NS

5
Whats Norfolk Southern?
  • Norfolk Southern Corporation (NYSE NSC) is one
    of the nation's premier transportation companies.
    Its Norfolk Southern Railway subsidiary operates
    21,500 route miles in 22 states, the District of
    Columbia and Ontario, serving every major
    container port in the eastern United States and
    providing superior connections to western rail
    carriers. NS operates the most extensive
    intermodal network in the East and is the
    nation's largest rail carrier of automotive parts
    and finished vehicles.

6
Norfolk Southern Vision
be the safest, most customer-focused and
successful transportation company in the world
7
Just The Facts!
  • Fortune 500 Company
  • Headquarters in Norfolk, Va.
  • Service territory extends over 21,500 miles
  • Serves 22 states, Canada and Washington, D.C.
  • International presence
  • 28,000 employees
  • More than 100,000 freight cars
  • 3,400 locomotives
  • Some 52,000 shareholders
  • Publicly traded on the New York Stock Exchange
  • Roots wind back some 150 years

8
Financial Snapshot 2004
  • Market capital 14.8 billion
  • Stock price 37.07 (as of 3/16/05)
  • 400 million shares outstanding
  • Beta 0.83
  • 20 billion in assets
  • 7.3 billion in revenues
  • Net income 870 million
  • Earnings per share 2.18
  • Debt-to-capitalization 48.5
  • Annual dividend 0.44

9
Norfolk Southern Corporation
Norfolk Southern Railway Company
Triple Crown Services
Pocahontas Land Corporation
10
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11
The Corporate Communication Umbrella
  • Internal Communications
  • Employees
  • Labor Relations
  • Management
  • External Communications
  • Media Relations
  • Investor Relations
  • Public Affairs
  • Public Relations
  • Customer Relations
  • Advertising

12
Getting It Right… All The Time
  • Memos internal or external
  • Emails
  • Press Releases
  • Speeches
  • Publications
  • Letters
  • Advertising
  • SEC Filings
  • Brochures
  • Newsletters

13
The Corporate Communication Umbrella
  • Internal Communications
  • Employees
  • Labor Relations
  • Management
  • External Communications
  • Media Relations
  • Investor Relations
  • Public Affairs
  • Public Relations
  • Customer Relations
  • Advertising

14
What does a Director of Investor Relations Do
Anyway?
  • Develops and directs a strategic communication
    program that effectively conveys financial
    information about the corporation and its goals
    and influences the investment community's
    perceptions. Provides corporate officers with
    useful feedback from the investment community
    that can help structure financial strategies so
    as to maximize standing in the investment
    community as an attractive, prudent investment
    with short- and long-term growth potential.
    Prepares materials and presentations to assist
    corporate officers to convey the corporation's
    activities, financial results and corporate
    strategy.

15
Financial Community
  • Sell-side Analysts
  • Buy-side Analysts
  • Portfolio Managers
  • Institutional Stockholders
  • Individual Stockholders
  • Rating Agencies
  • Bond Holders
  • Employees

16
Investor Information
  • Quarterly Financial Review

17
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Investor Information
  • Quarterly Financial Review
  • Annual Report for Stockholders

26
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Investor Information
  • Quarterly Financial Review
  • Annual Report for Stockholders
  • Form 10-K

29
2003 Form 10-K
  • 10-K 1 nscf10ks.htm
  • UNITED STATES SECURITIES AND EXCHANGE COMMISSION
    Washington, D.C.   20549
  •  
  • FORM 10-K     (X) ANNUAL REPORT PURSUANT TO
    SECTION 13 OR 15(d) OF THE SECURITIES   EXCHANGE
    ACT OF 1934      For the fiscal year ended
    DECEMBER 31, 2003     ( ) TRANSITION REPORT
    PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
      EXCHANGE ACT OF 1934      For the transition
    period from _________ to _________ Commission
    file number 1-8339
  • NORFOLK SOUTHERN CORPORATION (Exact name of
    registrant as specified in its charter)  
  • Virginia
  • 52-1188014 (State or other jurisdiction of
    incorporation) (IRS Employer Identification No.)
        Three Commercial Place   Norfolk, Virginia
    23510-2191 (Address of principal executive
    offices) Zip Code     Registrant's telephone
    number, including area code (757) 629-2680     No
    Change
  • (Former name, former address and former fiscal
    year, if changed since last report.)   Securities
    registered pursuant to Section 12(b) of the Act
      Title of each Class Name of each exchange
    Norfolk Southern Corporation on which registered
    Common Stock (Par Value 1.00) New York Stock
    Exchange     Securities registered pursuant to
    Section 12(g) of the Act NONE   Indicate by
    check mark whether the registrant (1) has filed
    all reports required to be filed by Section 13 or
    15(d) of the Securities Exchange Act of 1934
    during the preceding 12 months (or for such
    shorter period that the registrant was required
    to file such reports) and (2) has been subject to
    such filing requirements for the past 90 days.
    Yes (X)   No (  )   Indicate by check mark if
    disclosure of delinquent filers pursuant to Item
    405 of Regulation S-K is not contained herein and
    will not be contained, to the best of
    registrant's knowledge, in definitive proxy or
    information statements incorporated by reference
    in Part III of this Form 10-K or any amendment to
    this Form 10-K.            (   )   The number of
    shares outstanding of each of the registrant's
    classes of common stock, as of January 31, 2004
    391,852,750 (excluding 21,016,125 shares held by
    registrant's consolidated subsidiaries).  
    Indicate by check mark whether the registrant is
    an accelerated filer (as defined in Rule 12b-2 of
    the Act). Yes ( X ) No ( )   The aggregate market
    value of the voting common equity held by
    nonaffiliates as of June 30, 2003 was
    7,491,970,330 (based on the closing price as
    quoted on the New York Stock Exchange on that
    date).

30
Investor Information
  • Quarterly Financial Review
  • Annual Report for Stockholders
  • Form 10-K
  • Form 10-Q

31
Form 10-Q Second Quarter 2004
  • 10-Q 1 nsc10q2qs.htm
  • UNITED STATES SECURITIES AND EXCHANGE COMMISSION
    Washington , D.C.   20549
  •  
  • FORM 10-Q     (X) QUARTERLY REPORT PURSUANT TO
    SECTION 13 OR 15(d) OF THE SECURITIES   EXCHANGE
    ACT OF 1934   For the quarterly period ended JUNE
    30, 2004     ( ) TRANSITION REPORT PURSUANT TO
    SECTION 13 OR 15(d) OF THE SECURITIES   EXCHANGE
    ACT OF 1934   For the transition period from
    __________ to __________   Commission file number
    1-8339

32
Investor Information
  • Quarterly Financial Review
  • Annual Report for Stockholders
  • Form 10-K
  • Form 10-Q
  • Quarterly Dividend Declarations

33
Dividend News Release
  • January 25, 2005
  • Norfolk Southern Increases Quarterly Dividend
  • NORFOLK, VA -- Norfolk Southern Corporation
    (NYSE NSC) today announced an increase in the
    quarterly dividend to 11 cents per share on its
    common stock, payable on March 10 to stockholders
    of record on Feb. 4.
  • For further information contact
  • (Media) Bob Fort, 757-629-2710
  • (Investors) Leanne Marilley, 757-629-2861

34
Investor Information
  • Quarterly Financial Review
  • Annual Report for Stockholders
  • Form 10-K
  • Form 10-Q
  • Quarterly Dividend Declarations
  • News Releases

35
News Announcement
  • September 28, 2004
  • Norfolk Southern Names Moorman President
  • NORFOLK , VA Norfolk Southern Corporation
    (NYSE NSC) today announced changes to its senior
    management team, including the election of a new
    president and the promotion of six senior
    executives. The changes will be effective Oct. 1.
  • David R. Goode, chairman and chief executive
    officer, said that Charles W. Moorman, currently
    senior vice president corporate planning and
    services, has been elected president. L.I.
    Prillaman, vice chairman and chief marketing
    officer Stephen C. Tobias, vice chairman and
    chief operating officer and Henry C. Wolf, vice
    chairman and chief financial officer, will report
    to Moorman.
  • Moorman, a native of Hattiesburg , Miss., and a
    graduate of Georgia Tech and Harvard Business
    School, joined Norfolk Southern in 1970. He has
    served in senior positions in the corporations
    transportation, personnel, labor relations,
    information technology and strategic planning
    areas. He was named president of NS Thoroughbred
    Technology and Telecommunications subsidiary in
    1999 and to his current position in 2003.

36
Investor Information
  • Quarterly Financial Review
  • Annual Report for Stockholders
  • Form 10-K
  • Form 10-Q
  • Quarterly Dividend Declarations
  • News Releases
  • Quarterly Earnings Presentations

37
Railway Operating Revenues ( Millions)
Second Quarter
Six Months
3,506
3,194
1,813
1,633
2003 2004 2003
2004

Change vs. Prior Period 11
10
38
Railway Operating Revenue Variance Analysis 2004
vs. 2003
Second Quarter
Six Months
11
9.8
8.0
7.3
2.8
2.2
Carloads Revenue Revenues
Carloads Revenue
Revenues per Unit
/ Mix
per Unit / Mix
39
Railway Operating Expenses ( Millions)
Second Quarter
Six Months
2,735
2,665
1,388
1,335
2003 2004
2003
2004
Change vs. Prior Period 4 3
40
What happens when…
  • XYZ Inc. Increases Quarterly Dividend
  • NORFOLK, VA XYZ Incorporated (NYSE XYZ) today
    announced an increase in the quarterly dividend
    to 0.08 per share on its common stock, payable
    on Sept. 10 to stockholders of record on Aug. 6.

41
So…its a few decimal places!
  • XYZ Inc. Increases Quarterly Dividend
  • NORFOLK, VA XYZ Incorporated (NYSE XYZ) today
    announced an increase in the quarterly dividend
    to 8.00 per share on its common stock, payable
    on Sept. 10 to stockholders of record on Aug. 6.

42
The Impact…
  • Instead of paying quarterly dividends totaling
  • 32 million
  • … you announced quarterly dividends totaling
    320 million
  • Annualized, thats a 1.2 billion typo!

43
Another Example…
Its the Norfolk Southern Way
44
Another Example…
Its the Norfolk Southern Way
45
Effective Communication Whats In It For Me?
46
Effective Communication
  • Enables you to motivate action
  • Showcases your strengths and ideas
  • Helps your organization meet strategic objectives
  • Helps you meet your personal career objectives
  • Allows you to survive individual and corporate
    crises
  • Gets you noticed
  • Distinguishes you as a leader and a management
    candidate
  • Establishes a network of support as you climb the
    corporate ladder

47
Common Questions
  • How are business volumes?
  • Has the weather significantly impacted
    operations?
  • What is your primary use of free cash flow (FCF)?
  • What is your target debt-to-total capital ratio?
    When do you plan to get there?
  • What distinguishes NS franchise from its peers?
  • What are your forecasted revenues for the
    quarter/year?
  • What are your largest cost pressures?

48
Effective Communication Gets You Where You Want
To Be
49
Recommendations
  • Think first.
  • Never assume.
  • Know your grammar.
  • Always proofread.
  • Remember that nothing is ever off the record.
  • Be honest.
  • Never give your personal opinion in a public
    forum.
  • Always proofread
  • Clear heads prevail.
  • Be accurate.
  • Be consistent.
  • Always proofread.
  • Remember that you ARE the entity you represent.

50
Communication and Fast Food Its All About the
Basics
51
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