This is where zen is failling completely in my opinion

Credibility becomes an important issue as any company's forecast is only as good as 
the people who deliver the message. This is where the management and investor relations 
track record comes into play – how truthful they were before, how much we can trust them 
now. So as a result, in the grand scheme of events, the influence of investor relations on share 
price is minimal in comparison with earnings growth, profitability, and sales. Yet, since 
investors are often concerned not with past earnings but rather with future ones, the way the 
company communicates that information through earnings releases, conference calls, and 
road-shows might make or break a deal, and this gives investor relations a chance to 
contribute to a company’s fair value."

Inca.