Glimpses of light in the IPO market – tips for successful IPO communications
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There have been positive signs in the IPO market in recent weeks. Going public is a major step for a company, and communication can be one of the key factors in the success of an IPO. That is why it is important to prepare communication matters well in advance and not leave communication as the last link in the chain. We have compiled a few key points on our blog that every company planning an IPO should take into account.
1. Build a strong investment story – it’s the heart and soul
A strong investment story is the core of every successful IPO. It serves as the foundation for all communication and tells investors why they should invest in your company. The investment story must be clear, consistent, and credible. At its core are the company’s business operations, market conditions, strategy, competitive advantages, and financial position. A well-crafted investment story helps explain why your company is the winner of the future and how it creates long-term value for its shareholders.
2. Refine your own channels
Consistency and the power of repetition are key to successful communication. That is why the story must be consistent across all channels and in every interaction. When your own staff and key personnel are strongly committed to the company and its story, they naturally become its best ambassadors. That is why it is also important that all your own communication channels are now, at the very latest, polished to perfection, so that your message is conveyed effectively.
3. Set aside time to build brand awareness
During the IPO phase, your company and its management must be well-known to investors. Introduce your company’s key personnel well in advance, as brand awareness isn’t built overnight – it requires time, planning, and continuous effort. Well-planned and executed communication helps your company capture investors’ attention and trust. This way, you can stand out and gain an advantage as a listing company, even in a competitive market.
4. Integrate sustainability into your business – from empty rhetoric to genuine action korulauseista aitoihin tekoihin
One important consideration is sustainability. Investors and other stakeholders are no longer satisfied with empty sustainability slogans; they want to see real, concrete, and meaningful actions that demonstrate sustainability is genuinely part of the company’s operations. To lay a strong foundation for sustainability work, the company must also identify and manage sustainability-related risks and opportunities, as well as develop the practices and metrics needed for monitoring and reporting.
5. Prepare for sustainability reporting well in advance
The EU Corporate Sustainability Reporting Directive (CSRD) introduces stricter requirements for sustainability reporting, and listed companies must demonstrate in their communications how they meet these requirements in practice. A company planning to go public should therefore prepare for sustainability reporting well in advance so that the growing sustainability reporting requirements do not come as a surprise after the IPO.
6. Practice financial reporting in advance
Get accustomed to the financial reporting required of publicly traded companies even before listing. Regular financial updates boost investor confidence and provide up-to-date information on the company’s progress. The process also refines the company’s internal procedures so they function seamlessly in the day-to-day operations of a public company.
7. Going public is just the beginning – you can’t sit back and relax
When the bell rings, a new phase begins in which the importance of communication grows even further. You can’t just sit back and relax! Disclosure obligations should be viewed first and foremost as an opportunity to communicate – don’t leave communication to chance; take full advantage of it!
When the basics of communication are in order, your company is well-positioned to succeed in its IPO and in building strong, long-term investor relationships. Open, consistent, and continuous communication helps build trust and supports your company’s success in the market.
Are you planning an IPO?
Get in touch! We’ll help you build a strong investment story for your company and support you throughout the listing process and in your day-to-day operations after going public.
