{"id":33311,"date":"2023-10-31T12:09:34","date_gmt":"2023-10-31T11:09:34","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=33311"},"modified":"2023-10-31T12:09:34","modified_gmt":"2023-10-31T11:09:34","slug":"creating-an-equity-story-as-an-essential-tool-for-attracting-investors","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/creacion-equity-story-herramienta-esecial-captar-inversores\/","title":{"rendered":"Ricardo Cuevas and Alberto Mendoza --<\/span> Creating the 'equity story': the essential tool for attracting investors"},"content":{"rendered":"

Few moves are as momentous a change for a company as going public. It is a goal that involves risks:<\/strong>\u00a0A stumble in the plan or a false start can be a drag on your future development.<\/p>\n

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\u00a0best communication and reputation advisors<\/strong>Why is communication so important?<\/p>\n

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.\u00a0converge in a solid, comprehensible and persuasive narrative.<\/strong> for target audiences.<\/p>\n

The trade press knows how to distinguish when a genuine equity story<\/em>\u00a0projecting a positive vision. This vision in the media\u00a0strengthens the likelihood of success and the value of the action<\/strong>.<\/p>\n

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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\u00a0narratives that act as the real drivers of economic developments<\/strong>. The Nobel Prize\u00a0Robert J. Shiller<\/strong>author of\u00a0Economic narratives,<\/em>\u00a0explains that narratives influence decisions and set trends in all types of markets, especially stock markets.<\/p>\n

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\u00a0high-precision strategy designed by experienced professionals<\/strong>. Because as soon as there is public exposure, the risk of noise increases, and even more so as the company's intentions become known.<\/p>\n

That's when the\u00a0equity story:\u00a0<\/em>to be a success story, a number of elements must be designed and constructed in a way that is\u00a0clear and attractive<\/strong>. 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\u00a0getting the solutions right<\/strong>\u00a0to its sector and the possibilities it opens up for investors. At the same time, it should launch a\u00a0safety message and pre-empting doubts<\/strong> on existing threats.<\/p>\n

In addition, the company must find a\u00a0unique and credible voice<\/strong>\u00a0in the story it conveys to its\u00a0stakeholders<\/em>. 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.<\/p>\n

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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<\/em>\u00a0must reflect that purpose, mission and vision of the company.<\/strong>but with a strategic approach. The\u00a0equity story<\/em>\u00a0shows the profitability and current financial reality, business model, competitive advantages, growth strategy, future objectives and why it is a good investment alternative.<\/div>\n<\/div>\n

That is the story that\u00a0must accompany the company in its\u00a0road<\/em>\u00a0show<\/em>\u00a0with institutional and other investors\u00a0stakeholders<\/em>.<\/strong>\u00a0Alongside 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.<\/p>\n

In short, from the moment a company starts to consider a possible IPO, the\u00a0equity story<\/em>\u00a0should be considered a\u00a0fundamental feature of his personality<\/strong>A 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.<\/p>\n<\/div>\n<\/div>\n

Read more Dircomfidential<\/a> the article in Ricardo Cuevas<\/a> y Alberto Mendoza<\/a>account managers in PROA Communication<\/a>.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Pocos movimientos suponen un cambio tan trascendental para una empresa como cotizar en bolsa. Es una meta que implica riesgos:\u00a0un tropiezo en el plan o una salida en falso pueden significar un lastre para su futuro desarrollo. Pero convertirse en una compa\u00f1\u00eda cotizada tambi\u00e9n supone conseguir financiaci\u00f3n, resolver el relevo generacional en una empresa familiar, […]<\/p>\n","protected":false},"author":28,"featured_media":33312,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2213,67,2,2283,7,162,461],"class_list":["post-33311","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-proa","tag-alberto-mendoza","tag-comunicacion","tag-comunicacion-financiera","tag-equity-story","tag-proa-comunicacion","tag-reputacion-es","tag-ricardo-cuevas"],"yoast_head":"\nCreaci\u00f3n del equity story: la herramienta esencial para captar inversores<\/title>\n<meta name=\"description\" content=\"Ese es el relato que\u00a0debe acompa\u00f1ar a la empresa en su\u00a0road\u00a0show\u00a0con inversores institucionales y otros\u00a0stakeholders.\" \/>\n<meta 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