Get IPO-ready with a robust communications strategy

This article examines how to build a well-rounded communications strategy that best supports a company’s initial public offering (IPO).

Getting ready to go public? You’re not alone. After a period of sluggish activity, IPOs are back on the upswing. In Europe, IPO proceeds reached 16.6 billion USD in 2024, a more than two-fold increase from 2023. And while U.S. tariff uncertainty shook the market in early 2025, the recovery continues apace: IPO proceeds across EMEA almost doubled to $4.1bn in Q3 2025 compared to the same period last year with deals spurred on by private equity exits and multinational divestment.

While the financials of an IPO are fundamental, preparing for public investment is more than just a numbers game. Business leaders, financial analysts, and savvy investors know that a clear communications strategy lays the groundwork for a strong IPO.

Ideally, before the public learns your company is set to be listed, they should know what your company offers, how it plans to grow, and that your management team is capable of delivering on your corporate strategy. And while press releases and media coverage still underpin effective storytelling, they cannot bear the full weight of a communications strategy alone.

Ahead of an IPO, investors need to understand your company's offer and its growth strategy—and believe that your management team is capable of delivering it.

What’s in a pre-IPO content strategy?

Key to drumming up interest from prospective shareholders is a compelling corporate narrative—and one that’s public before the day your company’s stock symbol flashes on a ticker. With a clear story just an online search away, journalists will also be primed to represent your company and your value proposition accurately when it counts most.

So what are the building blocks of smart and investor-friendly storytelling?

Your website, with information on your products, the market gap you fill, and the people who bring your strategy to life. Remember to provide complete bios of your executives that journalists can easily retrieve and that give investors a strong understanding of who is at the helm.
Press releases and news coverage, which remain the bread and butter of getting your strategy out into the world.
An engaging LinkedIn presence, with a dedicated company page and regular posts. Don’t be afraid to put your executives to work here to help expand the reach of your corporate messaging and reinforce their positioning as credible leaders.
Op-eds and long-form articles. Trade media is a particular showcase for expertise: your leadership team might pen topical papers themselves.
Wikipedia, offering accessible information on your company, is backed up by sources that direct readers to media coverage and your corporate website to learn more.

In addition to investors and journalists, a new group of readers should be front of mind as you develop communications materials: generative AI tools. ChatGPT and its competitors act as detectives, tracking a company’s digital footprint to reconstruct its products and services, business model, and outlook. Smartly positioning content on channels that are privileged by these tools—such as trade media—is therefore essential.

When should you start planning pre-IPO communications?

The earlier you roll out your communications strategy, the more visible your story will be and the larger potential audience you will reach.

If your IPO is months or years in the future, you may wonder if dedicating resources to communications well in advance is sensible. It is—because once you have filed your intent to go public, you must observe a quiet period, publishing only “business as usual” communications.

If you are already in the habit of sharing content on various channels, you can carry on posting as you count down the days to your public listing.

Keeping everyone on message: the value of an elevator pitch

A market-ready content strategy helps investors connect with an offering, and your greatest asset for spreading your key messaging is your executives. To that end, as you build out your communications strategy, simultaneously develop a 30-second “elevator” pitch. This bite-sized version of your corporate narrative can be used by managers to brief the public about the company.

You can repurpose this 30-second pitch for your other stakeholders, enabling all parties to stay on message. Further developing an internal communications strategy that builds off the pitch will ensure employees at all levels know and connect with your corporate narrative. With everyone communicating—and celebrating—as a united front, you’ll be able to make the most of your milestone day.

Strategic communications spell IPO success

Impactful communications, both internal and external, help set the right tone as you plan for and celebrate an IPO. At Hollis & Bean, we are experienced in content strategy and execution for companies that have successfully gone public in France and Switzerland. Get in touch today to learn how you can set your organization up for success and build international influence.

Updated: November 2025