An IPO public relations campaign starts long before an IPO happens. In fact, it should really be referred to as a pre IPO PR campaign.
The months – even years – before a public listing, is the time to take stock of the public’s perception of you and your business and look at your market position, your brand’s reputation, your competitors, and any innovations.
Pre IPO PR activity then follows, which is all about putting a strategic plan in place in order to set you up for your debut on the stock market, whether that’s six months before the float or two years.
This is the time to be concise and consistent with the messaging. As a result, a successful pre IPO campaign will establish your company’s position in the market, reinforce your values, showcase your competitive advantages and raise the profile of you and the company’s leadership team.
“It’s vital to work with an IPO PR pro that can get the right messaging in front of the right potential investors so they know a company is listing and what the strategy is going forward. This can be the difference between a successful first day of trading or one where a company fails to make an impact.” – Jill Kent, PR Superstar
Working with an IPO PR company
As an experienced PR professional, PR Superstar knows what’s needed to ensure the pre IPO journey can be as smooth as possible. A well thought through IPO PR campaign is needed to create a buzz in the market. But the key is to start early, up to 24 months before the float. with regular news releases, multimedia collateral and organising profile opportunities with key media.
IPO PR activity includes:
- Messaging: Creating messaging that focuses on the company’s achievements, positive stories, and track record, which will drive the IPO process
- Media relations: Securing coverage in the business and investor printed media, including Forbes, The Wall Street Journal and The Financial Times, and broadcast media including the BBC, Bloomberg and CNBC, as well as trade press and regional press
- Internal relations: Ensuring all stakeholders, including the customer service and sales and marketing teams, not just the C-Suite executives, are fully informed and onboard and engaged
- Media training: Ensuring founders and key members of the management team are comfortable in front of a camera and are confident sharing the company’s story
- White papers: Marketing white papers that establish your market, products and position and includes case studies that describe customer wins
- Organise calendars: Building IPO public relations activity around calendar events such as industry trade shows, and banking and finance conferences, roundtables and speaking panels and ensuring a consistent and engaging message at all touchpoints
- Co-ordinating investor relations and public relations: Ensuring investor relations activity is in sync with any PR activity
- Influence the influencers: Working with the industry’s biggest players including industry analysts.
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