Whether your client is preparing for a financing round, an acquisition or initial public offering, compelling investor relations and public relations strategy are core to building corporate visibility among current and potential investors. They’ll also ensure that other key stakeholders are reached across a multitude of communication channels.

Get the corporate messaging right

The best place to start with your PR work is to create, refine or refresh company messaging and positioning to be clear and consistent. That will help with attracting investors at every stage of growth. 

Try hosting a messaging and branding workshop to refresh the company’s brand positioning and align the value, mission, vision statements.

Set up an outstanding investor presentation

Your investor presentation is your client’s “story”. Tell it in a way that will connect with investors and has the potential to seal the deal. Include the following:

• What the company does and what makes it outstanding. 
• Who the current investors are and why they have put money into the company.
• The unique experience or credentials of the founders and company executive.
• The future expected return on investment and growth plan for at least another five years.
• Any social good or sustainability aspect of your client’s business.
• A sense of exclusivity or a limited-time opportunity for an investor.

Network, reach out and connect

If a firm is developing a business opportunity that will require outside financial help, networking is an important tool. Develop a well thought through, targeted potential investor list. Contact the investors you know directly. For those you don’t, get the best quality introductions you can from other sources.

Be creative in expanding your network. Set up investor events, meetings, dinners and speaker series where you can directly meet and engage with investors and make your client’s business more visible.

Send potential backers email requests that include an elevator pitch and investor deck detailing who your client is, what they do and their business strategy. 

Be aware that many investors’ aims go beyond making money. They may have a desire to pay back society by helping the next generation of entrepreneurs. They might be more inclined to support a project if it will help solve a social, environmental or medical problem that resonates with them or their family.

Newsletters provide a good forum for updates

Raising investment, particularly for a start-up, is about forming investor relationships that often develop over months or years before anyone agrees to hand over any money.

Providing regular updates about product announcements and customer wins will help keep a company at the forefront of potential investors’ minds. You can also ask them for help with any challenges.

Digital newsletters are a particularly good, direct way of keeping them up to speed. 

Create corporate credibility 

Speaking opportunities and award recognitions are valuable channels to distinguish a company as a leader in its field of business. So pursue as many as possible.

Never ignore the internal communications

It is crucial to communicate the latest updates and create a meaningful channel for employees to feel involved in investor outreach.

Set up an informative website 

In the modern world, investors expect to research and find their desired information from the company’s website. Consequently, it is crucial to be transparent and provide information on the latest events, presentations, press releases, earnings announcements, philanthropic actions, environmental impact and more.

It is equally important for firms to set up a well-designed website that forms a good impression and provides a streamlined user experience with easy navigation.

Use media relations as a booster

Getting media coverage is an efficient way to reach large numbers of audiences, including investors. Make sure the messaging aligns with company and investor-relations goals and set up a coordinated events calendar for corporate announcements, earnings, annual/quarterly meetings, industry conferences, etc.

Media coverage can include announcements of:

• A new line of products/services, strategies and plans
• Successful fundraising initiatives and the company valuation  
• IPO, SPAC or joint-venture activities 
• New leadership or staff additions
• Interviews with the leadership team or board members
• Streamed product demos 
• Sponsorship and participation in industry events and conferences
• Awards and industry recognitions

Take advantage of LinkedIn and Twitter

Start-ups who struggle to reach investors through traditional formats can use social media to spread their message. The key is to set up a compelling strategy, with engaging content.

Be prepared for crisis

A crisis is likely to happen eventually and, often, unexpectedly. The key is to be ready for it before it happens. 

A well-crafted plan has the potential to save the company’s reputation and brand. It should include details of how and what to communicate to the media, external stakeholders and potential investors. 

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]