By: Ashley Moore, Founder & CEO

PR agencies typically get charged with one task as it relates to the investment community: get business press that potential investors read. Is this important? Yes.

Can your agency partner support you in other ways, even alongside your internal or external investor relations (IR) team? Definitely. 

When PR has a direct line to the IR team and insight into strategies, something magical happens: powerful storytelling flows both ways. The PR team will have a pulse on impact stories, the kinds of stories both media and investors love to hear, and analysis on macro and micro trends in a way that’s different from how the IR team would look at them. 

This makes your story highly adaptable, which ensures the story evolves and stays interesting. Communications to investors will be more impressive and even entertaining in a world full of standardized approaches and reporting, whether it be on a quarterly earnings call for the publicly traded or in a pitch meeting for your Series C. 

To get you thinking about how to better leverage your PR partner in your IR strategies, here are two activities to consider:

Involve the PR team in all investor memos and reports 

If there is a meeting with IR to discuss positioning, a PR rep should be present. If that’s not possible, run first drafts through the team, leaving room for story development. If you have had a PR team actively chasing earned media coverage for you, ask what wins can be better highlighted. What story does the coverage tell about you that’s worth pointing out? What does the media think about you compared to competitors? It’s not enough to highlight the wins via shared links, though that’s better than nothing. Tell the story from the stories. 

We have clients leaning less on IR teams for these types of communications and more on us. While the IR team captures the necessary data points and sends along the key business messages, we write the first draft. Why? Because we tell more exciting stories while still getting to the point. 

Think Outside of the Box on How to Meet Investors

Traditional IR tactics still apply. We aren’t replacing the decades of connections you are paying your IR team for. But social media has opened up access to investors the same way it has other business opportunities in the world. 

Are you using LinkedIn in a meaningful way to get to know them? We aren’t talking spammy InMail campaigns. We’re talking about using LinkedIn the way it was designed to be used, as an online networking event, working the room to find new connections and nurturing it over time. This approach should leverage all the important information you have to share with a connection. 

You don’t start by shoving the meeting request down their throat, saying that you are looking for investment. You share something they can learn from. PR has all these materials, including the storytelling from above, which can be turned into a tailored report for a certain type of investor, or maybe a recent media article would be of particular interest to them. 

We’ll leave you with this quote from a client who let us help them think outside of the box in how they planned to meet investors:

“AM PR’s Connective PR approach got us in front of and in touch with our key investor targets. Each of the campaigns are in sync with our business goals and strategy, and the results have been incredible. They connected the dots between our storytelling, media outreach, and sales enablement, getting us introductory calls with major targets. We’ve seen real, measurable results — it’s been a huge boost for our business.” 

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