Few moves are as momentous a change for a company as going public. It is a goal that involves risks: A stumble in the plan or a false start can be a drag on your future development.
But becoming a listed company also means obtaining financing, resolving the generational handover in a family business, achieving greater returns for shareholders, increasing prestige and brand recognition, facilitating internationalisation and attracting more talent to the company. For such an important moment, it is necessary to have the best lawyers, the best financiers and the best auditors, but also the best best communication and reputation advisorsWhy is communication so important?
Because potential investors will be convinced if there is a convincing story behind the company, a story that encourages them to entrust their money to a new player on the stock exchange. All economic data, balance sheets, market analyses, forecasts, technical arguments and strategic plans of the company must be presented in a clear and concise manner. converge in a solid, comprehensible and persuasive narrative. for target audiences.
Economic science is paying increasing attention to the narratives of private companies, the messages of central banks and the states of the economy in general. We are not talking about simple narratives that interpret a situation, but about narratives that act as the real drivers of economic developments. The Nobel Prize Robert J. Shillerauthor of Economic narratives, explains that narratives influence decisions and set trends in all types of markets, especially stock markets.
In whose hands is this management of expectations, reputation and moods to be placed when an IPO is presented? There is no doubt that it is necessary to high-precision strategy designed by experienced professionals. Because as soon as there is public exposure, the risk of noise increases, and even more so as the company's intentions become known.
That's when the equity story: to be a success story, a number of elements must be designed and constructed in a way that is clear and attractive. For example, it should emphasise the company's strengths as well as the new opportunities it represents in the market. It should also demonstrate an ability to getting the solutions right to its sector and the possibilities it opens up for investors. At the same time, it should launch a safety message and pre-empting doubts on existing threats.
In addition, the company must find a unique and credible voice in the story it conveys to its stakeholders. For example, family businesses have a unique narrative, in many cases rooted in a long history of the country or one of its cities or communities. They also have recognisable figures who have founded and managed the firm through several generations.
All companies have an essence that makes them unique, whether it is the history of their evolution, growth, innovation, value proposition, corporate style or the positive impact they have had on society. The equity story must reflect that purpose, mission and vision of the company.but with a strategic approach. The equity story shows the profitability and current financial reality, business model, competitive advantages, growth strategy, future objectives and why it is a good investment alternative.
That is the story that must accompany the company in its road show with institutional and other investors stakeholders. Alongside this narrative, specific preparation for communicating in this scenario must be taken very seriously by company executives and spokespersons. Increasingly, media interest is moving beyond the CEO and CFO and encompasses people who lead in areas related to sustainability or corporate governance.
In short, from the moment a company starts to consider a possible IPO, the equity story should be considered a fundamental feature of his personalityA trait that will serve to open the doors to the stock market, persuading and even winning over investors, analysts and public opinion with its value proposition.
