Tell stories to go with the numbers!
Never leave the numbers alone!
Capital market communication targets a wide range of audiences.
All of them must be brought at least to a point of acceptance, potential investors to the point of participation.
To achieve this, your company’s numbers must be placed in a context that resonates with the audience.
The most effective way to do that is to bring the story behind the numbers to the forefront.
Well-crafted narratives about both the past and the future positively shape how the numbers are interpreted.
Short versions of positioning, goals, strategies, and value propositions
Development of the investment story
Leak and crisis management planning
Design of the overall communication strategy
Creation of «early look» management and analyst presentations
Preparation for meetings with analysts and investors, including Q&A frameworks
Media and presentation training
Development of media conference content
Planning the first trading day program
Media and social media monitoring, including social listening
The most important tool in an upcoming merger or IPO is the «equity story». Its purpose is to spark genuine interest primarily among future shareholders.
The equity story must motivate them to take part. A bit of enthusiasm doesn’t hurt either.
To be effective, the equity story must be tailored not only to the audience, but also to the company and its management. It can only be truly convincing if it aligns with the convictions of those who present it.
That’s why it needs to be written in a way that captures and reflects the company’s identity and the management’s self-image.
Good communications and business advices knows what the audience expects and how to deliver.