PR’s pivotal role in an IPO

A company can’t survive going public on earnings alone. A smart communications strategy—internal and external—can make or break the entire effort.

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Ah, if only it were that easy.

The reality is that the PR pro in a pre-IPO company has enormous pressure and responsibility to ensure that his/her organization is playing by the IPO communications rules of the road. The job can be like herding cats. A single communications misstep can be extremely costly to the organization and, of course, to communications leadership.

2013 is actually turning out to be a banner year for IPOs in the U.S. According to the czars of IPO research at Renaissance Capital, 165 IPOs have priced so far this year—that’s a nearly 50 percent increase over 2012. In addition, a whopping 208 IPOs have been filed with the SEC year to date, more than 75 percent than a year prior, and the average IPO has returned almost 30 percent from the offer price.

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