Patricia Baronowski-Schneider
Pristine Advisers
New York, NY
Patricia is CEO of Pristine Advisers, an IR/PR/Media Relations/Marketing firm with 33 years of experience working her way to starting her own Company a decade ago. She can be reached at pbaronowski@pristineadvisers.com
Creating strong public relations and investor relations is essential to build visibility among your potential investors. Strong communication will lead to your stakeholders reaching multiple channels. Your stakeholders might be looking to attract potential customers as a public company or preparing for a financing round as a private company; it all varies.
However, an integrated approach can be crucial in times where the world is going through a pandemic. The COVID-19 outbreak has completely changed the way businesses worked. Entrepreneurs are looking to redevelop their financial and operating approaches to settle in the post-Covid-19 world. Hence, it has become essential to develop a strong track record of success to attract and entice potential investors in the market. You cannot excite the investors without solid leaders and a financial future in the respective field. Below are the steps that every company should follow in order to increase the visibility in the time like the global pandemic:
1. Creating a Communications Plan
- Refresh your company’s positioning and messaging to develop a single, unified message for everyone. Host workshops to redevelop your company’s brand positioning to ensure that you stay aligned with your vision and mission statement.
- Develop your IR and marketing calendars to keep track of your yearly and quarterly goals. You can build this by scheduling product launches, banking conferences, and industry trade shows with the IR and PR teams. However, make sure you don’t overexpose to your investors so that they value your time and efforts for future events.
- Create core digital and media storylines related to the investor’s audience, vertical press broadcast, and business press. Stay in touch with the reporters to keep them updated about the proposed storylines based on the current market trends, subject matters, and industry-specific advancements related to the current headlines.
- These publications will help you create awareness among institutional and retail investors who might not have much information about the company.
2. Executing the Communications Plan
- Manage your investor’s audience at individual meetings. It is because it will help you keep track of all the interactions with the investors and review their meeting schedules. This way, you will be able to keep a check on all the funds properly.
- Create monthly or quarterly newsletters to provide them a healthy and beneficial forum for regular updates. This can include customer wins and product announcements to keep the company visible.
- Get your other team members involved to reach a broader audience. You can include your chief marketing officer, HR manager, or chief technical officer to contribute content, develop media opportunities, create engagements, etc.
- Stay in touch with the outside counsel and the legal department. Make sure that the PR is aligned with the outside counsel as well as with the legal team. It will help you develop an active role in setting guidelines around the permissible activities.
- Issue press releases and cadence of news regularly to develop increased visibility and course of business. Such releases should focus on product updates, award recognition, new c-suit, analyst report inclusion, and quarterly vertical customer releases.
3. Deepening Your Business Credibility.
- Showcase your customer’s stories in your PR activities. It will reflect how your company has an ongoing customer program to use third-party validators and complement your company’s goods and services.
- Expand your credibility through getting award recognitions like the entrepreneur of the year, etc.
- Plan media events quarterly to develop your company’s awareness among your audience.
- Provide a reasonable market size for investors in your SEC filings and presentations to validate the current market opportunities.
Conclusion
To sum it up, it is essential to focus on PR and IR even in a global crisis like the COVID-19. This is because it will help you develop a strong financial future and maintain the company’s success. We are an award-winning PR, IR, and marketing firm. We can chalk out a customized marketing plan for your organization. If you want to know more about our services, contact us now.