PR Insights

6 Tips for Executive Networking

, , , , ,

As a C-suite executive, you know the importance of connections. And there comes a time when you may need to connect or reconnect on behalf of your company, be it in the pre-IPO phase or as a solid industry leader. I’m not talking about traditional networking functions where many people shove their cards in your face before scurrying off to find the next victim. No, I’m talking about intimate dinners or events with an exclusive guest list and nowhere to hide; it might be an executive-only thought leadership round table, a fundraiser, or a dinner with journalists. For those times when you find yourself with peers or allies, but you aren’t already connected, it can be a bit nerve-wracking because it may have been a while since you were in a room you didn’t command. Lean into these five tips for executive networking for the C-suite.

 

 Be The Conversation Starter

Whether you’re a master at networking or trying to squash your introversion, this is a fun and easy way to put yourself and others at ease: wearing something notable and reflecting your personality. You’ll stand out, and it puts people at ease and makes it easier to approach you.  For men, this could be a tie or colorful socks. It could be a pin on your lapel or a handkerchief that takes your attire to the next level. For women, this could be a colorful scarf, a pin, or even a bright-colored outfit (it helps to stand out in photos when standing next to a bunch of men in dark suits). Having an immediately obvious conversation starter makes it easier for people to approach you, which might be a welcome break from your own room rotation.

Note to the wise: Comment on the item rather than their looks when you see someone using this tactic. “That’s a fantastic scarf-my wife would appreciate that; where did you get it?” is a great way to start the conversation, charming and disarming.

 

Plan Your Conversation

In advance of the event, read a book or several articles immediately of interest to others at the event; bonus points if it’s mutually relevant. But remember your strategy, what you are doing there – what will your target connections value, and what would make for a memorable conversation. This isn’t the time for conversations around politics or religion.

A quick Google search on the people or organizations you want to meet is also helpful. “I saw you in that Forbes article” is a great starter to any executive networking conversation.

 

Introduce Yourself to Organizers

When hosting professional networking events, I always appreciated people who told me it was their first time or asked me if I was the organizer. It gave me a moment to stop and have a conversation with someone, and I was always able to make a mutually beneficial introduction; after all, I knew almost everyone. Make this work for you as well – many people will forget to connect with the organizer because that’s not who they came to connect with, but you can rest assured, they’re the most connected to the people IN the room. Another small and easy way to stand out and lubricate introductions is to email the organizer in advance asking a question that puts the organizer in the “connected expert position;” something like “What’s the recommended attire?” is easy to ask and answer for the organizer, and yet allows you to stand out in advance.

Introduce Yourself As a Person, Not a Company

While this sounds like “networking 101” because C-suite execs are used to being introduced or used to commanding the room, many miss this essential step. When introducing yourself, start by introducing yourself with your first and last name, and do it every time someone joins the conversation so others hear your name repeatedly. When you introduce yourself, say your first and last name, wait a beat, then say your company name. Many of us rush through our introductions, and we don’t give others a chance to hear or understand, which puts them in an awkward position.  And when introducing others, remember to introduce them before anyone else, including the CEO. Clients should always feel embraced and cherished, which is an easy way to do so.

An easy way to connect with someone is by offering to send them something in the mail. Most people can’t resist getting something in the mail. It could be a sample of your latest, buzzworthy product, a book you recently read, or that excellent protein powder that you swear boosts your energy all day. Whatever it is, make it personal and relevant.

While we’re at it – keep your business cards in your pocket until you’ve established a mutual connection and reason to get in touch in the future; better yet, request a business card. Maybe you don’t have a business card; connect on LinkedIn or send an email before you leave the conversation. Steer clear of asking for someone’s phone number at an executive networking event; it’s inappropriate for a first business meeting and puts people on edge when asked in that venue.

Work the Room without Working the Room

Depending on the location, there are a couple of strategic places you can stand where you will inevitably meet people you might not have otherwise; this is executive networking that looks calm, cool and collected. The first is the bar. Almost everyone hits the bar right away, so being there earlier in the event gives you a chance to connect initially with a few people or at the very least, get a sense of who is at the dinner and who might wish to approach. It gives you that 3-second opportunity to review the situation before approaching.

Another location is kitty-corner from the door. If you stand there all evening, you will have the chance to see almost everyone who walks in – and if you’re there with a welcoming smile and willingness to strike up a conversation, people will be relieved to have someone to talk to in the immediately awkward moments of walking into a room.

Follow Up with Flair

Following up with a short, handwritten note after meeting someone is a masterclass in executive visability. The handwritten note is a lost art, so it’s incredibly memorable. But at the very least, send an email or a note on LinkedIn. You might also consider finding a recent article relevant to your conversation and passing that along as well. And don’t forget to send that item (the book, the product, etc.) too. People are always pleasantly surprised when people do as they said they would.

 

Executive-level visibility is high-stakes. Making the most of any in-person opportunity is good business. So when you’re networking in exclusive situations, make the most of your time, while also valuing the time of others and you’ll find executive networking more enjoyable and effective.

by

8 Essential PR Components for a Successful IPO

, , , , , , , , , , ,

I was on a webinar presented by Morgan Stanley and PwC about preparing for an IPO – and something struck me – there was optimism, and the organizations were signaling their faith in the return of IPOs, soon. 2023 has been an IPO graveyard, but as one host said, “One thing we know is markets change, and so it will also be for the low point of IPOs.” Their advice? Prepare now. Preparing for an IPO is a daunting task for any startup, and the focus is often on due diligence. Yet communications and PR are critical to public offering preparedness. What do pre-IPO companies need to do from a communication standpoint? 

 

Reputation Building 

Investors know that when you pitch them for your IPO, the company has a verified financial model and total addressable market (TAM). And founders know investors are looking for the next $1 billion brand. This makes your company’s reputation extremely relevant. So when you’re looking to stand out to investors, nothing shows social proof quite as well as media coverage. Media coverage can go on the road with you and helps you stand out to investors. Confident, media savvy CEOs give investors confidence; it shows you can handle a very different role as CEO of a public company. 

Thought leadership is vital to reputation building. During this growth stage, executive visibility is more relevant than ever. Since a solid thought leadership program takes time and strategy, we recommend starting a thought leadership program at least 24 months before a desired IPO. 

Create a Compelling Narrative

Many founders mistake the pitch to investors as the corporate narrative. The two are cousins, but different. The narrative should resonate with key stakeholders, investors, and the public, highlighting the company’s mission, accomplishments, and long-term vision.

Know the Difference Between IR and PR

IR (investor relations) and PR (public relations) have important but slightly different roles in a company’s growth pre-IPO phase. Investor relations focuses almost solely on analysts covering topics your potential investors care about. Meanwhile, PR is targeted towards a broader set of journalists, and the public at large. They can and should work together. For example, both should play a role in any press releases. IR will ensure due diligence is met and ensure the investor messaging is correct, while PR will want to ensure the brand message is consistent and the media targets get the information they need. 

Crisis Planning 

The best time to manage a crisis is before a crisis. Before you go public, and get caught up in all the details of going public, plan for a crisis. How you handle a crisis will affect your brand, and god forbid you to have a crisis during your roadshow or quiet period. Your crisis planning should include many scenarios, from the employee, to property, to product, and, yes, cyber security. Every one of these scenarios could require different stakeholder involvement and point persons. Your crisis planning should include table top exercises and the executive team should review crisis PR plans at least once yearly. 

ESG Planning 

 Investors want to be part of companies with the broadest investor audience, and ESG (environmental, social and governance) is part of that, especially since some brokerage firms and mutual funds are offering investment products that employ ESG strategies. Larry Fink, Blackrock CEO, and co-founder, said ESG is “capitalism, driven by mutually beneficial relationships between you, the employees, customers, suppliers, and communities your company relies on to prosper,”.

From a PR perspective, ESG and even purpose-driven brands have special sensitivities, and it’s important to have a coherent plan and PR strategy for these talking points for all your stakeholders, from investors to customers. ESG is not just for the “woke” – investors see the writing on the wall and have for some time. Also, buyers beyond GenZ see the importance of ESG. 

Audit Your External Communications 

Ensure your website and any owned media meet all regulatory requirements – including executive bios, blog posts, and social media. Look at this moment as your last chance to shower before prom. Your website and social media should also be robust and brand consistent. You want everyone to see you in your best possible light, and the most accessible way for new friends to get to know you is your website. 

Media Training 

The press is not the enemy, but they aren’t here to be your BFF either. Talking to the press live and learning to work with the media under various conditions, including in person with lights and mics, is a skill. While you may have undergone media preparedness before interviews, now is the time to take on a full media training program for your executives and spokespersons, including anyone who attends public events (like trade shows) on your behalf. 

Expect media training to take several days of intense hands-on training and review. Since all relevant stakeholders will be together, it is also a good time to review and practice your crisis plan too. Since media training is a skill, conducting this exercise well before IPO is recommended. 

The Big Show

Your company will never again go public. This is one of the few indisputably great news moments.  Someone (not the CEO) must ensure the moment is documented and promoted. Do not miss this once-in-a-lifetime opportunity. It’s true – not every company makes the front page of the Wall Street Journal when they go public, but it is news – and someone will care. Using this opportunity to connect with journalists is key; it’s a great time to fill up the trust bucket in the eyes of journalists. 

Prepare for the moment with some notable key messages and brand-worthy must-airs. Run through your must airs and make sure you are prepared to answer questions that might come your way. Have your day meticulously planned with your communications in mind and watch the accolades roll in. 

Effective pre-IPO PR planning is crucial for companies aiming to go public. By crafting an interesting narrative, engaging media and influencers, developing investor communication strategies, building a strong online presence, managing crises, leveraging thought leadership opportunities, and engaging internal stakeholders, companies can establish a positive brand image, attract investors, and generate enthusiasm around their IPO. 

This article has also been submitted by the author to Entrepreneur.com

by

Cybersecurity and ESG in the Pre-IPO PR Roadmap for Startups

, , , , , ,

It’s impossible to ignore the dismal status of IPOs right now. But investor advisors from PwC to Morgan Stanley are reminding startups – this will eventually change, and startups need to use this time strategically. As startups embark on their journey toward an initial public offering (IPO), they face many challenges and considerations.  Investors want to know that companies are reaching the widest audience and protecting their reputations, making cybersecurity and ESG  indispensable imperatives in the Pre-IPO PR roadmap.

While fundraising, growth strategies, and market positioning often take center stage, it is critical not to overlook two essential communication and PR components today’s investors are emphasizing their significance in building trust, mitigating risks, and ensuring long-term success.

Safeguarding Valuable Assets: Cybersecurity

In today’s interconnected world, cybersecurity is no longer an optional investment but a fundamental requirement for startups. As businesses increasingly rely on digital infrastructure, the risks associated with cyber threats have intensified. Investors, stakeholders, and customers are acutely aware of the potential damage from a data breach or a cyberattack. Therefore, startups must prioritize cybersecurity as an integral part of their pre-IPO roadmap, including the crisis communication plan.

Implementing robust cybersecurity measures shows a company’s commitment to safeguarding valuable assets, including intellectual property, customer data, and sensitive financial information. By conducting regular risk assessments, developing comprehensive incident response plans, and adopting cutting-edge security technologies, startups can instill confidence in their investors and inspire customer trust. A strong cybersecurity posture can serve as a competitive advantage, differentiating the startup from competitors and reassuring potential investors about the company’s ability to protect its digital infrastructure.

ESG: A Paradigm Shift in Investor Expectations

Environmental, Social, and Governance (ESG) factors have emerged as a defining criterion for investors, signaling a significant shift in market dynamics. Startups must recognize the growing importance of ESG considerations and integrate them into their pre-IPO PR roadmap to attract sustainable and responsible investment.Communicating ESG can be volatile, so it’s imperative to incorporate seasoned Pre-IPO PR pros.

Environmental Responsibility: Startups must demonstrate their commitment to minimizing their environmental footprint. Adopting eco-friendly practices, promoting energy efficiency, and embracing sustainable business models are crucial in aligning with investor expectations and addressing climate change concerns.

Social Impact: Investors increasingly demand that companies prioritize social impact and contribute positively to their communities. Startups can emphasize diversity and inclusion programs, ethical supply chain management, and social responsibility projects to showcase their commitment to social values.

Governance: Good corporate governance practices are essential for startups as they navigate the path to IPO. Establishing a robust governance framework, including transparent decision-making processes, strong internal controls, and effective risk management, not only safeguards the interests of shareholders but also signals a commitment to ethical business practices.

By embracing ESG principles, startups can attract socially responsible investors who value sustainable growth and positive impact. Integration of ESG considerations also mitigates potential risks, enhances the startup’s reputation, and fosters long-term resilience.

Regulatory Compliance and Risk Mitigation

In the pre-IPO phase, startups must proactively address regulatory compliance and risk management to instill confidence in potential investors and avoid legal pitfalls. Regulatory frameworks surrounding cybersecurity and data privacy constantly evolve, necessitating startups to stay abreast of legal requirements and industry best practices.

Compliance with regulations such as the General Data Protection Regulation (GDPR) or the California Consumer Privacy Act (CCPA) is crucial to avoid costly penalties and reputational damage. Startups must implement robust data protection measures, including encryption, access controls, and regular audits, to ensure the security and privacy of customer data.

Startups must conduct thorough risk assessments to identify potential vulnerabilities and implement risk mitigation controls. By proactively addressing cybersecurity and ESG-related risks, startups can protect their reputation, foster trust with investors, and secure their future as successful public companies.

by

The Definitive Pre IPO PR Roadmap for Consumer Brands

, , , , , , , , , , , , , , , , , , , ,
Read more
by

Why Do PR: 5 Reasons Why PR is Vital to Success

, , , , , , , , , ,

Do we need PR? Possibly. Possibly not. It all starts with your goals. These are the 5 reasons why PR is vital to growth. Straight up: PR is the only way to differentiate yourself. While it might be tempting for businesses to focus on sales and marketing only and, it’s technically possible to operate a business without PR, it’s virtually impossible to become an industry leader or a household name without PR. Emerging industries, which need to establish credibility to investors and consumers, and hyper-growth companies with very ambitious growth plans need PR.

For emerging industries and hypergrowth brands in particular, PR is a vital partner to business goals that have long-term effects on the success of growing companies.

5 Reasons WhyDoing PR is Vital for Emerging Industries and Hyper-Growth Brand Success

At Avaans Media, we specialize in emerging industries and hyper-growth brands, be they B2B or B2C. From raising awareness with consistent media placement to aligning social media with your most important key messaging, to crisis prevention and management, having a cohesive and active PR presence is the secret ingredient to building brand equity and awareness. We’re so committed to helping you get to the next level; we base our PR pricing on your strategic objectives.

 

  1. Increase Revenue: PR has genuine and exciting implications for revenue growth. More credible than advertising PR contributes to increased sales conversion and deal flow improvement, as well as decreasing churn and increasing customer lifetime value (CLTV). Working with your top PR firm to develop baselines and KPIs for your business goals not only allows you to see the impact on your bottom line, but also enables your PR firm to develop a strategy that is effective and long-lasting.
  2. Attract Investors: For many emerging industry companies and hyper-growth brands, attracting investment is a key goal for scale. Investors like to see that your product has legs. There is no better endorsement of your product’s potential than media placement. It might be tempting to only use PR after you’ve secured investment, but PR can increase deal flow, give you more brand equity, and improve the quality of investment.
  3. Competitive Advantages: If you’re in an industry where there are a lot of competitors, then you absolutely need public relations. PR will help you clarify your messaging and ensure you know where and when you can stand out. Further, in crowded fields, what do consumers do? They Google brands to find reviews and articles. If your brand has this critical 3rd party social proof, it’s a massive edge for your brand.
  4. Recruitment: The best candidates know their value and want to work for companies that are known entities in their industry, no matter whether the job market is tight. Great candidates are rarely interested in growing a business that hasn’t committed resources to growing the business. No one ever became an industry leader by focusing solely on cutting costs. PR shouts from the rooftops: “we’re serious about our future,” and that’s just the message to appeal to the best and brightest talent at all levels.
  5. Attract Acquisition or an IPO: Sometimes the next stage in a company’s growth is an acquisition or an IPO. For both scenarios, completely integrated PR and marketing efforts are critical. For emerging industry companies and hyper-growth brands, if you’re serious about being acquired or an IPO, AND you want the best price for your company, now is the time to double down on brand equity investment. These strategic objectives require an aligned pre-IPO PR strategy that may differ from what you’ve done in the past. But since our company has done this many times, we can help you navigate and implement the strategy flawlessly.

Why is PR your secret weapon? These are only the most critical to business goals; there are hundreds of smaller PR advantages that increase revenue and even save you money. At Avaans Media, we’re exceptionally proud of our A-team, a group of experienced and insightful communication experts who never stop working for our clients. Get started being the most important brand you can be. Contact us today for a discussion about your business goals.

by

How to Decide When Choosing PR, Marketing or Branding Agency?

, , , , , , , , , ,

At Avaans,  we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize when choosing an agency, it helps to know which of the three disciplines (branding, PR, and, marketing) you should select the agency for. Many agencies offer services in all three categories, like Avaans, but most lead with one of the primary disciplines. So how do you decide when choosing a PR, Marketing or Branding Agency?

What’s the difference between marketing, branding and PR?

Branding: Building Loyalty and Affinity

When to do use it: At brand launch, product launch and throughout the brand’s existence to ensure consistency.

Many people think creating a logo is the extent of branding, but nothing could be further from the truth. brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

B2B firms often think they can skip the branding step, but it’s even more important for B2B brands to invest in clear, concise, industry consistent branding.

A strong brand has a clear voice and gives their customers & clients something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change. Think: Coca-Cola (happiness), Apple (innovation) Lady Gaga (acceptance). The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

  • Website: with an emphasis design and layout that matches desired emotional response
  • Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
  • Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
  • Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy

PR: Influence & Social Proof


When to use it: to create awareness, educate consumers, develop trust with stakeholders.
PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

  • Events: brand-hosted events for customers, community or likely customers
  • Word of Mouth: campaigns that get people talking about your product, brand and key message
  • Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
  • Social Media: with an emphasis on key messaging and influencing the market

In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your brand’s maturity, customers, and community will determine your overall mix among other things.

Marketing: Driving Leads

When to use it: after your brand is established and you’ve earned some brand trust.

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.

In this bucket, we find top-of-the-funnel tactics including:

DIGITAL 

  • Website: Landing pages with a strong call to action
  • Content: blogging, lead magnets designed to support the customer’s buying cycle
  • Content: Webinars
  • Social Media: with a link-building and custom content emphasis
  • Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
  • Digital Ads: social ads and banner ads with a strong call to action for potential customers
  • Remarketing: including shopping cart abandonment and past and current customers

IN PERSON

  • Tradeshows/Festivals
  • Seminars

When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

Have more questions about how and when to use these tactics? Get in touch with us.

by