Head first into the tree? Lessons learned from IPO communications

In the lifecycle of a growth-oriented company, there may come a point when going public becomes a viable option for financing growth. After the decision to go public, a very intense period lies ahead, during which the company, its story, core message, and key personnel are prepared for life as a publicly traded company. It can easily take a year from the decision to go public to its actual implementation, and during every single day of that period, it’s important to keep the focus crystal clear. With thorough preparation, a network of skilled professionals, and strong project management, you can navigate even unexpected—and inevitably arising—situations to cross the finish line as a winner.

We’ve compiled some insights based on our experience to help you avoid the pitfalls and obstacles associated with going public.

Before the IPO: Plan Ahead

1. Plan and set aside time to craft your strategy narrative. At this stage, efforts should focus particularly on increasing the company’s visibility. The more carefully thought-out and prepared your investor story is, the more successful the pre-IPO marketing and subsequent steps will be. Think about why your company is a good investment; leverage the experience of your advisors!
2. Share your story; keep your own staff and key personnel in mind. Focus on building brand awareness in the media—don’t forget the influencers! Build relationships and define your role; don’t hesitate to leverage your strengths. Consistency and repetition are key elements, so your story should appear consistent across every channel and interaction. Engaging your own staff and key personnel in the company and its story goes hand in hand with external communications. By this stage at the latest, your own communication channels must also be in order.
3. Remember that while the listing process involves a lot of work, it simultaneously develops your organization and its governance model, as well as providing access to capital markets. As the process progresses, your company’s visibility improves, and its shares can be used as a bargaining chip in corporate transactions. What matters most is a genuine desire to develop the company and grow shareholder value over the long term.

During the listing process: invest

1. Invest in experts! This is the moment when the knowledge and experience of the lead underwriter and other advisors are worth their weight in gold. It makes sense to rely on professionals who are already familiar with the various stages of the listing process. In addition to concrete communication deliverables, honing the presentation skills of key personnel often requires coaching, as the situation is new to many. Even for experienced speakers, it is important to prepare for investor meetings and events, especially if they are being held due to the COVID-19 situation.
2. Plan your communications staff and budget for both the duration of the project and the period afterwards; you don’t have to do everything yourself, and you shouldn’t compromise on what matters. Also, keep in mind that things don’t always go as smoothly as in Strömsö: a well-developed and tested crisis communications plan will help when the going gets tough.

After the listing: make the most of it

1. Be accessible, participate, and be present. Don’t forget the retail investors! They bring energy and conversation to the shareholder community across various channels. Think about how to reach them, how to keep their interest alive, and how to build a dialogue.
2. When the bell rings, you can congratulate both yourself and everyone involved in the process with a clear conscience and enjoy your well-deserved moment in the spotlight. However, set your annual clock to the new era well in advance so that you can get the most out of your listed company status. Remember that the OBLIGATION to disclose is, in reality, an OPPORTUNITY to disclose.

TIP:
Well planned is half done.