Tag Archive for: IPO PR

Thousands of people daily pass through Wall Street, New York’s most iconic commercial hub. Despite the dazzling advertisements flashing on the giant screens outside NASDAQ, the majority of the crowd often needs to be more responsive to major stock market announcements.

This highlights an important point: Even the biggest ads can fall flat without an engaged audience. It’s probably because skepticism toward marketing messages is at an all-time high. This highlights the need for a more targeted approach to announcing important news or events, such as the launch of an Initial Public Offering (IPO). Strategic press releases are a practical and more cost-effective way to spread the word and tell your company’s story before it goes public.

A well-crafted pre-IPO PR strategy ensures your message resonates, engages, and sparks interest, setting the stage for a successful market debut.

The Need for a PR Strategy

Prepping for an IPO entails months of rigorous planning, decision-making, and messaging for you and your business to access the public markets successfully. Navigating the process is difficult because of the complexity of shifting market dynamics, Federal securities requirements, and mandated disclosures. Many companies also choose to refrain from investing the time and effort necessary to establish their brand in the marketplace before publicly posting their registration statement, especially since the 2012 JOBS Act permits confidential S-1 filings, which allows them to delay releasing sensitive information until they are fully prepared.

That might be a grave error. Your initial public offering (IPO) is a once-in-a-lifetime opportunity to establish your company’s reputation among important stakeholders, customers, and investors. Underutilizing the exposure that comes with going public can harm your business and potential stakeholders.

Suppose you work in a private company that is preparing to go public. In that case, your business has likely done an excellent marketing job to its target market, including clients and customers. It might have invested little time in making a PR strategy. However, it probably ran the occasional press release and founder interview in trade magazines your target audience reads. A shift is underway if your business is considering going public, and public relations is the key component that will give it an edge over competitors.

The Importance of PR for an IPO

Influencing Perception through Storytelling

At the heart of PR is the art of storytelling. In the context of an IPO, effective storytelling can greatly influence how the market perceives the company. PR professionals craft a compelling narrative highlighting the company’s mission, vision, and values. This narrative is designed to resonate with investors emotionally, making them feel connected to the company’s goals and aspirations.

Storytelling also helps differentiate the company from its competitors. By emphasizing unique aspects of the company’s history, culture, and achievements, PR creates a distinctive brand identity in the crowded marketplace. This differentiation attracts investor interest and secures a successful IPO.

Building Credibility and Trust

One of the primary roles of PR in an IPO is to build credibility and trust with potential investors. A company seeking to go public must convince investors it is a worthy investment. This requires transparent and consistent communication about the company’s financial health, business model, and prospects. PR professionals craft and disseminate messages highlighting the company’s strengths, addressing potential concerns, and presenting a compelling investment narrative.

A well-executed pre-IPO PR strategy ensures that the company’s story is told effectively across various media platforms. This strategy includes press releases, media interviews, and investor presentations. By maintaining a steady flow of positive information, PR helps establish a strong reputation, essential for gaining investor confidence.

Managing Market Expectations

The period leading up to an IPO is often characterized by intense scrutiny from the financial community and media. Managing market expectations is important to avoid over- or under-valuation of the company’s stock. PR teams work closely with financial advisors to provide accurate and realistic information about the company’s valuation, growth prospects, and market conditions.

Effective PR helps set realistic expectations by balancing optimism with caution. Overhyping the IPO can lead to inflated stock prices that may plummet once the initial excitement wears off. Conversely, underselling the IPO can result in a lackluster market response. PR professionals ensure the company’s messaging aligns with its financial realities, fostering a stable and sustainable post-IPO performance.

Enhancing Visibility and Awareness

An IPO is a financial event and a significant marketing opportunity. Going public provides a platform for the company to increase its visibility and brand awareness on a global scale. PR is essential in capitalizing on this opportunity by designing a comprehensive media campaign that reaches a wide audience.

PR efforts during an IPO aim to generate buzz and excitement about the company. This involves securing coverage in top-tier financial publications, arranging interviews with key executives, and leveraging social media to amplify the company’s message. The objective is to create a positive narrative that resonates with investors and the broader public, attracting attention and interest in the IPO.

Crisis Management

The pre-IPO process is filled with potential pitfalls and uncertainties. Negative news, such as regulatory issues, financial discrepancies, or unfavorable market conditions, can quickly derail an IPO. PR professionals are essential in managing crises and mitigating their impact on the company’s reputation and IPO success.

Effective crisis management involves swift and transparent communication. PR teams must be prepared to address any negative developments promptly and provide clear, factual information to the public and investors. This helps maintain trust and prevent misinformation from spreading. A well-handled crisis can enhance the company’s credibility by demonstrating its ability to manage adversity effectively.

Leveraging Digital and Social Media

In today’s digital age, a pre-IPO PR strategy must incorporate digital and social media platforms to reach a broader audience. Social media, in particular, offers a powerful tool for engaging with investors and the public in real-time. PR teams use platforms like Twitter, LinkedIn, and Facebook to share updates, respond to inquiries, and foster community around the IPO.

Digital media also allows for more targeted and interactive communication. Companies can use webinars, live Q&A sessions, and online roadshows to connect with potential investors and provide detailed information about the IPO. These digital strategies complement traditional media efforts, creating a comprehensive and effective PR campaign.

Building Long-Term Relationships

An IPO is not the end but the beginning of a company’s journey in the public markets. Post-IPO, the company must continue to engage with investors, analysts, and the media to maintain its reputation and support its stock price. PR helps with this by building and sustaining long-term relationships.

Ongoing PR efforts include regular updates on the company’s financial performance, strategic initiatives, and market developments. This continuous communication helps keep investors informed and engaged, fostering loyalty and support. Moreover, by maintaining positive media relationships, the company can ensure favorable coverage and mitigate the impact of any negative news.

Designing Your Communications Infrastructure

A comprehensive messaging plan, a news flow timeline, and a priority list of your target audiences are just a few of the tools you will need to have in place before the IPO process begins. These steps are essential to increase your chances of succeeding in the public markets.

It is essential to target the key stakeholders at the appropriate moment. Ensuring your key opinion leaders (KOLs), advocacy groups, and customers know the company’s narrative will be beneficial. Wall Street will conduct an in-depth investigation to ascertain precisely what these outside parties believe about your offerings, your business, and their relative positions in the competitive “space.” Getting KOLs and customers to understand and validate your story can greatly impact how “the Street” finally perceives and values your business.

10 PR Strategies for a Successful IPO

Strategy #1 – Develop a Compelling Narrative

A strong, persuasive narrative is the backbone of a successful pre-IPO PR strategy. This narrative should articulate the company’s mission, vision, and market potential. It should highlight what makes the company unique, competitive advantages, and growth prospects. This story should resonate with potential investors, media, and the general public, creating a clear and consistent message across all communications.

How to Implement: Develop a central theme that resonates with all stakeholders. Support your story with case studies, customer testimonials, and market research.

Strategy #2 – Engage with Media Early

Engaging with financial media and industry analysts early in the IPO process can help build credibility and generate buzz. Develop relationships with key journalists and analysts who cover your industry. Provide them with background information, exclusive interviews, and early access to the IPO story. This proactive approach ensures that when the IPO is announced, there is already a foundation of understanding and interest in the company.

How to Implement: Create a media kit with detailed information about the company, including its history, leadership bios, and financial highlights. This will make it easier for journalists to cover your story.

Strategy #3 – Craft Clear and Concise Messaging

All communications, whether press releases, investor presentations, or social media posts, should convey a clear and consistent message. Avoid jargon and complex financial terms that may confuse investors. The messaging should emphasize the company’s strengths, market opportunities, and strategic vision in a straightforward manner. Consistency across all channels helps in building a coherent brand image.

How to Implement: Convey key messages using bullet points, infographics, and simple language. Ensure that all spokespersons are aligned on the core messages.

Strategy #4 – Leverage Digital and Social Media

In today’s digital age, a strong online presence is essential. Utilize social media platforms to share updates, key milestones, and important announcements. Create engaging content such as infographics, blog posts, and videos highlighting the company’s journey and future potential to broaden the reach and engage a wider audience, including potential retail investors.

How to Implement: Plan a content calendar leading up to the IPO with scheduled posts highlighting key aspects of the company and the IPO process. Engage with followers by responding to their comments and questions.

Strategy #5 – Maximize Media Coverage

Maximize media coverage by strategically timing press releases and media events. Well-crafted press releases should accompany major milestones, such as filing the S-1 form, announcing the IPO date, and the first day of trading. Host media events and press conferences to generate excitement and provide journalists with firsthand information. A well-timed media blitz can create significant buzz around the IPO.

How to Implement: Establish a press release schedule and coordinate with media outlets for exclusive interviews and stories.

Strategy #6 – Organize Investor Roadshows

Investor roadshows are an essential component of a pre-IPO PR strategy. These events allow the company’s leadership team to meet potential investors face-to-face, present the investment thesis, and answer questions. A well-organized roadshow can significantly boost investor confidence and generate positive momentum leading up to the IPO. Ensure that presentations are polished and the executive team is well-prepared to handle inquiries.

How to Implement: Tailor presentations to different types of investors (institutional vs. retail) and practice Q&A sessions with potential tough questions.

Strategy #7 – Enhance Corporate Governance

Strong corporate governance practices are essential to gaining investor trust. Highlight the company’s commitment to transparency, accountability, and ethical business practices, which includes having a reliable board of directors, clear policies on executive compensation, and stringent financial controls. Publicizing these governance measures can reassure investors about the company’s long-term stability and integrity.

How to Implement: Publicize any new appointments to the board or updates to governance policies as part of your transparency efforts.

Strategy #8 – Engage with Retail Investors

While institutional investors are essential, retail investors can also play a significant role in an IPO’s success. Engage with retail investors through targeted marketing campaigns, online webinars, and educational content that explains the investment opportunity. Platforms like Reddit and investment forums can also be leveraged to reach a broader retail audience. Building a strong retail investor base can contribute to a successful IPO debut.

How to Implement: Create educational content, such as videos and blogs, that explain the IPO process and the company’s value proposition in layman’s terms.

Strategy #9 – Prepare for Crisis Management

Despite the best-laid plans, unforeseen issues can arise during the IPO process. A crisis management plan is essential to address potential setbacks swiftly and effectively. This includes having a dedicated crisis communication team, predefined response protocols, and clear messaging to manage negative publicity or investor concerns. Being prepared can mitigate damage and maintain stakeholder confidence.

How to Implement: Conduct regular drills and training for the crisis communication team. Have pre-drafted statements for common crisis scenarios.

Strategy #10 – Monitor and Measure PR Efforts

Monitoring and measuring the effectiveness of your pre-IPO PR strategy is essential to ensuring everything is on track and achieving the desired results. To gauge the impact of PR activities, utilize tools like media monitoring services, social media analytics, and investor sentiment analysis. It is important to regularly review and adjust the strategy based on feedback and performance metrics to ensure continuous advancement.

How to Implement: Set up a dashboard to track PR metrics, such as media mentions, social media engagement, and sentiment analysis. Review these metrics regularly and adjust your strategy as needed.

Conclusion

Confidence breeds credibility. Even if this is your company’s first IPO, behave like an experienced player in the public sphere, from the CEO marking his big moment by ringing the bell announcing the IPO to everyone in attendance.

For companies planning to go public, investing in a PR strategy is not just a recommendation but a necessity. An IPO’s complexities and challenges require expertise and strategic communication that only seasoned PR professionals can handle. By recognizing and embracing PR’s role in making a company successful, CEOs can navigate the IPO process more effectively, achieve their financial objectives, and lay a strong foundation for future growth as a publicly traded entity.

An IPO is arguably the most important phase in a company’s history. Befitting its importance, preparing for an IPO should happen years in advance, especially from a reputational point of view. The last thing you want to do is wait until three months before your quiet period to improve brand awareness and credibility. Keep in mind that few IPOs make national news, so to support your IPO, you’ll want to have an established reputation. And if the company hasn’t engaged in PR yet, then it’s especially important that you plan a solid runway. Consider these three pre-IPO strategies for effective PR.

 

Plan Pre-IPO PR in Advance

To truly maximize your opportunities, plan the pre-IPO phase at least a year in advance.  Once in a while, I hear people say they don’t want to start PR too early, but the reason that’s short-sighted is that you can never improve your brand reputation too much. Being present in the press may bring other advantages, but certainly, a storied history helps with IPO. It gives journalists and analysts the confidence of validation.

It’s impossible to truly control the timing of earned media coverage. What a PR firm with IPO experience will do is proactively recommend ways for you to create news that matters for customers and/or potential investors. To maximize pre-IPO strategies for effective PR engagement, think of everything through a PR and newsworthy lens in advance.

Where Will You Be?

Pre-IPO strategies for effective PR engagement may also require activations. Sponsorships, partnerships, or conference placements may be important from a branding standpoint. Finalizing these can take up to a year. Plus, you will want to plan activations ahead of these opportunities and tie them back to press opportunities. Conferences and tradeshows are often journalist hotbeds, so the planning behind this is critical. What will be the storylines and news items, and how will they be worthy of coverage? Also be thinking about the ramp up to these conferences, how will they tie into your business calendar. Are there products you can announce at a major conference? Is there a key message that should you underscored for a future announcement? What needs to happen to a booth or collateral to support this message?

What’s the Earned/Paid/Owned Content Mix?

The media cycle is like a train: we’re not in control of it, but we can buy a ticket to ride. What you CAN control is your own content. There is a plethora of paid and owned options available to a pre-IPO company. Developing an editorial calendar, and sticking with it, is perhaps one of the most powerful things you can do to empower your message, and build your reputation. Here again, timing is critical, and planning is essential.

Investor Relations and Pre-IPO PR: Separate But Collaborate

Investor relations and pre-IPO PR are not the same. Investor relations are essentially PR for a single target market: bankers and active investors. It’s a very specific type of PR. Some PR agencies handle investor PR, sometimes your banker will want you to work with a specific investor relations firm. Truthfully, it’s my opinion they should be separate but collaborative. The reason for the separation is there could be slightly different messaging priorities from mass media vs. investor media, and while they can and should be synced up, they shouldn’t get in one another’s way.

An example of what happens when PR and IR don’t work together: we once worked with a company whose IR was pretty free-wheeling. Now, understand, it’s not the pre-IPO PR strategies can’t be fun, but an executive PR professional will look at everything through a trust lens and a larger reputational impact for journalists along with other stakeholders. Back to our story, the IR firm issued a press release, the company approved it, but it used very creative language to hide the details of an announcement. The language was so opaque, a journalist at Fortune declared, “I will never trust anything from their PR firm again.” Well. That changes things, doesn’t it? When we saw the press release as it was published, we immediately started asking questions, but the damage was done. I am confident we could have helped them thread the needle in a more trusting way and one that wouldn’t permanently damage their reputation with a journalist.

Unlike the general public, and maybe even some investors, journalists tend to have very long memories. Once a journalist has black-balled a company, they will carry that with them to every outlet they publish at – and in today’s world, where many journalists work for multiple outlets, that damage can be extensive.

Pre-IPO Thought Leadership

Frequently, if your company is IPOing and they aren’t already a household name, and the CEO is unknown, a solid pre-IPO PR strategy is thought leadership. After all, the investor needs to trust the CEO. The ROI of CEO branding is evident in hugely successful IPOs like Spanx’s Sara Blakely, Steve Jobs and Marc Benioff of Salesforce. How much would you spend to have a billion-dollar IPO?

Really digging deep into a thought leadership point of view can instill confidence from an investor and general public perspective. But it’s not as easy as putting the CEO on CNBC. A prepared and strategic thought leadership approach is absolutely required for pre-IPO thought leadership. Does the CEO and/or spokespersons need intensive media training? What will be the point of view, and what will it take to get your point of view placed?

Pre-IPO Crisis Planning

There’s nothing like a PR crisis to throw off an IPO timeline. If you haven’t already, now is the time to prepare for one. The first 24 hours of a crisis are the most critical, and if you’re prepared, the outcomes are dramatically improved. Whenever you see a CEO stumble during a crisis, that’s because there wasn’t a crisis plan for that type of situation. That’s the importance of preparedness. Think of crisis PR planning like an insurance policy.

Pre-IPO PR strategies  take time. It’s never too early to prepare for an IPO. Creating brand awareness has a multiplier effect throughout the entirety of the company’s existence. The more solid your brand, the more it’s worth to both customers and would-be investors.

I have a friend who once described PR as the “dark arts,” and while I completely disagree with that assessment, what he was getting at is he really didn’t understand how PR works. Reputable PR firms are the opposite of “dark arts”; they’re very transparent. There are some tools of the trade that PR agencies keep close to themselves, but really, there isn’t anything magical about HOW PR works; it’s just a specific combination of relationships, hard work, strategy, and culture. And that specific combination takes a long time to acquire, requiring commitment to the craft. But why PR is expensive isn’t because of human hours worked. Ultimately, there is a price to the human capital, but that’s not really why PR is expensive.

So, Why Is PR Expensive?

PR is expensive because the outcomes are so important and relevant. PR’s lasting value is in improving a brand’s reputation like no other marketing lever can. For companies wanting to be acquired or IPO, your PR investment ROI could be hundreds of millions of dollars.  PR outcomes range from high valuations at IPO or during capital raises to making advertising more efficient and reducing time to sale for both B2B and B2C customers. In short, it’s not unusual for PR outcomes to be more than 10X the investment. To 10X investment, the most impactful PR aligns with trust and loyalty, which requires consistency.

For many ambitious companies, the long-term benefits of PR are sometimes forgotten, and yet that can be considerable. Due in part to high marketing budgets during the pandemic, brand valuations increased dramatically in 2023 – from 6.3% growth to 9.7% growth.

Your reputation is your most valuable asset.

Why is PR so expensive research

Data from USC Anneberg Communications Report 2023

What is a Good PR Budget?

When considering your PR agency budget, your budget should match your goals. If you’re trying to grow your business, your overall marketing budget and PR should increase.

As of the fall of 2023, according to The CMO Survey, the average marketing budget was 10.6% of budget and 9.2% of revenues. For companies with $10-$25 million in revenue, the average spend was 15.5% of revenues. So, if you’re looking to be above average, your overall marketing budget should be higher than that. For companies under $10 million in revenue, the number was 19% of revenue. And consumer packaged goods reported spending 25% of their budget on marketing and PR.

If you’re an ambitious brand or fast-growing company, your budget could be 25% of revenue – is that aggressive? Yes. It is. Again, that’s a budget to grow considerably. A good rule of thumb for your budget might break down like this: 20% content, 20% advertising, 20% PR, 20% SEO, 20% activations.

While your distribution might vary depending on your goals – for example, if you’re raising money or looking for a M/A event, you might skip advertising all altogether and move that to PR and content. Alternatively, if you’re a consumer brand,  you might increase the content and advertising portions and focus your PR budget on certain campaigns. Emerging industries may need larger PR budgets because they need to create public and investor trust.

Based on the rates of PR agencies your budget may be higher or lower based on the experience level of your agency team. Naturally, less seasoned agency teams will be less expensive. But it’s probably more important for you to budget based on your goals.

If you’re ambitious or seeking investment or pre-IPO, your marketing budget should match those very important objectives and allocate 12%-17% of revenues or target valuations to marketing, with a third of that, at least, going to PR. Depending on whether you’re a B2B or B2C company.

How Does PR Make a Company More Competitive?

68% of CMOs reported expecting more intense customer rivalry in the coming year. In B2B segments, that number increased to 73%, with 61% expecting more innovation. By themselves, even new products don’t excite people without a story. If your company is new, you need to define a compelling story, and you need to tell it over and over. Whether you’re a tech company, or a consumer product company, PR is a key part of how people discover new products.

According to Nielson, global CMOs said brand recall was the #1 most important goal in media. Advertising is ubiquitous, and advertising is an important part of any marketing budget. After a while, ads blend in a social feed or even on TV. But if your product or CEO is in a magazine, people remember that. They might not even remember WHAT was said, they’ll remember that they saw it there. Brand recall is critical to the sales funnel. If people can’t remember your company, how will they purchase from it?

PR’s lasting impact is its value, including the fact that earned media lives forever. Less than 1% of companies ever get PR for their company, so by being in that top 1%, you’ve already differentiated yourself. Can you start a company without PR? Absolutely. Can your company thrive without PR? No. There are no household names without consumer product PR or B2B PR at the table, period. There are no industry leaders without PR.

While the wild days of 2021 are firmly behind us, investors are starting to get back in the saddle, and there are positive signals for 2024, including fintech and other emerging tech like AI. Because there isn’t as much money in the pool, attracting investors is more competitive for any B2B company. It’s more important than ever that companies raising money stand out from the pack. At the risk of oversimplifying raising capital, one of the easiest things you can do to attract investors is to invest in confidence. Confidence assumes you have already done the hard work behind the scenes – you have a viable product, you’ve shown market interest, and you have a solid team or at least solid advisors. But those things are the baseline accomplishments for raising capital. The reality is, that thousands of legitimately great ideas never receive funding. The way to raise more money faster is by going above and beyond and creating trust and enthusiasm for the company, the product, and its leaders. Capital and trust are the two most important assets to fast-growing companies, but without trust, it’s incredibly hard to secure capital. Our PR experts call this securing capital through investor confidence, and it’s critical for startups raising venture capital or series A+ rounds.

  1. Compelling Value Proposition: Of course, first, you need a value proposition, and then you need to articulate your company’s value proposition clearly. Investors want to understand why your solution is unique, how it solves a problem in the market, and what sets it apart from competitors, and this needs to be elegantly and enthusiastically defined. Words matter. How you articulate your vision externally to investors will almost certainly be different from the way it was articulated to the product builders. It’s really common for brilliant product and tech founders to struggle with this reality. While founders are often brilliant specialists in their own right, sometimes communicating differentiators or positioning for investment requires some shifting of external communication. This is often the stage where a startup would hire a branding or PR firm specializing in tech.
  2. Demonstrate Traction: Showcase evidence of market traction, such as customer testimonials, case studies, or successful pilot programs. It’s surprising how many fantastic startups have traction, but you wouldn’t know it based on their website. Creating owned content is the foundation of earning trust for those new to your company, even (maybe especially) if it is in a fast-growing tech segment like healthtech, greentech or femtech. This helps build confidence in your company’s ability to generate demand and satisfy customer needs. If you aren’t demonstrating traction and customer confidence, it’s hard to secure capital and without capital, it’s tough to get to an IPO.
  3. Financial Transparency:Provide transparent and well-organized financial information. Investors want to see realistic financial projections, a clear understanding of your revenue model, and a breakdown of how you plan to use the funds. Be prepared to talk about financials in a transparent, but appropriate way outside investor conversations. While conservative advice typically does not discuss finances, you must find a way to inspire confidence about your finances.
  4. Strong Leadership Team:Highlight the experience and expertise of your leadership team. This is one of the key reasons ambitious companies frequently engage in thought leadership for CEOs. Investors often invest in the people behind the business, so emphasize the skills and track record of your team in driving successful ventures. Having a strong point of view adds confidence and enthusiasm, and that’s important for investors who want a charismatic CEO who can take the company through IPO. Using thought leadership to paint a picture of the future is also a powerful way to underscore the importance of your product.
  5. Risk Mitigation Strategies:
    Identify and address potential risks associated with your business. Investors appreciate a well-thought-out risk mitigation strategy that demonstrates your awareness of challenges and your ability to navigate them effectively. Certainly there are a multitude of risks to consider, but one that’s frequently overlooked is a crisis communication plan clearly in place and articulated. What would happen if you were hacked and customer data was leaked? What would happen if one of your key executives was recorded off-mic with awkward or offensive statements? What happens if your product fails to work to the detriment of someone’s life or limb? Once your company has multiple stakeholders, there’s no going back – your company has inherent value and risks that you need to protect.
  6. Engage in Networking:
    Attend industry conferences, networking events, and pitch competitions to connect with potential investors. Building relationships within the investment community can lead to introductions and opportunities. Have clearly outlined goals in mind for conferences – who will you connect with and where? What media will be present, and will you be meeting with them? An experienced PR firm can help you create a strategic plan for your time at industry conferences.
  7. Update and Communicate Regularly:
    Keep existing and potential investors informed about your company’s progress. Regular updates, newsletters, and periodic meetings help maintain investor confidence and interest in your business. This is one of those things that seems to get lost in the extreme conditions of a fast-moving and ambitious company, but it does matter, and it’s an easy way to stand out from the crowd.
  8. Social Proof:
    • Leverage social proof, such as partnerships with reputable companies, endorsements from industry experts, or recognition from relevant awards and media coverage.  Few things are more lackluster than looking up a company on Crunchbase and seeing activity. Third-party validations are essential for ambitious B2B companies because they’re a visible and lasting way to create trust. Awards are not something that can ever be taken away from you.
  9. Pitch Effectively:
    • Develop a compelling and concise pitch that highlights key aspects of your business. Practice delivering it confidently, emphasizing how your B2B company addresses market needs and creates value. As CEO, it’s important for you to articulate your message with enthusiasm and confidence. Find a PR firm who can help you develop messaging for investors.

 

Securing capital through investor confidence and trust is the best way to grow a company. Trust is like a bank account. You want to contribute it to regularly and let it grow until you need to make a withdrawal. Pitching investors isn’t a withdrawal, it’s more like showing your statement and that in turn creates more confidence. Capital and trust are the two most important assets to fast-growing companies, but without trust, securing capital is harder than it has to be. Invest in trust, and let capital invest in you. No matter what stage of pre-IPO you’re in, trust is your most important asset, and PR is the way companies earn trust with the marketplace and investors.