When a company is approaching the stock market, interest grows quickly. Journalists, analysts, and investors start looking for a story to tell. If they don’t find a well-prepared one, there’s a risk they’ll create their own, or reduce the narrative to focus solely on valuation. Those who want to own their own narrative have everything to gain by starting early.
When a company is approaching the stock market, interest grows quickly. Journalists, analysts, and investors start looking for a story to tell. If they don’t find a well-prepared one, there’s a risk they’ll create their own, or reduce the narrative to focus solely on valuation. Those who want to own their own narrative have everything to gain by starting early.
An IPO process is an intense and highly regulated journey, where communication with the outside world can quickly become constrained or dominated by risk management. Once the prospectus and timeline take over, there is very little room left to shape the company’s image on its own terms. That’s when others write the story for you. It is therefore wise to start well in advance, when freedom is greatest.
Owning your narrative is about more than addressing the capital market. Communication with customers, suppliers, employees, and trade media are all important parts of the ecosystem that builds the company’s story. By communicating broadly and consistently over time, a company builds credibility and trust, assets that make it more resilient when market scrutiny intensifies.
As an IPO approaches, new stakeholders (not least journalists) will look back at what has previously been said. That’s why the story you’ve built becomes crucial. Articles in trade press, reports in local media, or stories about partnerships and products – combined with the company’s own communication on its website or in financial reports – all form the pieces that make up the whole picture. The company’s history, business model, and profitability are increasingly important to attract interest during an IPO. Those who have already filled the space with their own messages and stories avoid the risk of having their narrative defined by others.
There are always news angles to leverage. A new product, partnership, or recruitment initiative can all serve as examples that show where the company is heading. Systematically highlighting these in the right channels creates a consistent narrative that builds awareness, drives interest in following the company, and ultimately strengthens trust. Using the time to implement the preparations made earlier also adds value – acting as if you were already listed, developing routines and processes for financial reporting, and expanding the information about the company on your website.
So, when you’re building your IPO story, make sure to:
- Start early
- Broaden your narrative and target audience
- See the value in channels beyond financial media