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Companies go public to raise capital. Regardless whether companies raise capital through private investors, venture capitalists, crowdfunding, ICO or an IPO the mission is still the same—to convince investors of the company’s promise—in other words, make people believe in the company’s brand.
Public relations is about professional media management when the company is covered locally and internationally in the press.
Regardless of funding type, international media coverage is a necessity even if the company is raising funds locally for a local business interest.
International media coverage brings interest to local investors as investors want to make sure that company they invest in has a future and a bright one—meaning involvement in possible foreign business opportunities.
When going public, advertising is one of the key marketing points for building a strong and compelling brand that stands out.
Outdoor advertising is as important as online advertising. There is a hidden perception of outdoor advertising. If you have noticed, the majority of brands that do outdoor advertising are well-known, strong and powerful brands. Outdoor advertising is associated with popular brands such as Coca-Cola, Samsung, and Audi. Outdoor advertising is not cheap, but it shows the seriousness of the company for its brand.
Online advertising is about branded content and media buying in the target industry’s various media sites.
Today, companies tend to reach out for organic media coverage rather than paid advertising opportunities as it might give more credentials to the company by not paying to stand out. However, in today’s modern market it’s more about taking control than standing out or waiting for that perfect moment to get noticed by others. Companies need to take control and handle how they are being looked at publicly and how others perceive them.
While organic promotions are good but slow, paid advertisements are fast, controllable and influential with instant performance.
Advertising has become a bad thing in corporate eyes, but the truly dominant companies today are the ones who spend billions on ads while the majority of consumers don’t even realize how they are being provoked through these ads.
When going public, the company has a choice whether to let the people decide if they are worthy of investment and a higher stock price or company can take control. With professional PR and advertising strategies, companies can profoundly influence investors’ actions towards the desired results.
Do not wait for the perfect moment to get something for free. We are in a fierce, competitive market, and fierce competition requires bold actions even if it means paying for more.