Building visibility and credibility is essential for any portfolio company, but it becomes even more critical during periods of market uncertainty or volatility. To navigate inevitable economic fluctuations, a strategic PR program can be invaluable – helping to strengthen reputations and preserve relationships with key stakeholders.
While unpredictable market conditions present challenges, as they did recently when the S&P 500 stock market index dropped by more than 10% last month, they also create opportunities for companies that communicate effectively. Below, we explore key communications strategies that portfolio companies can use to attract and maintain investors, customers and partners for the long haul.
Establish a strong perspective
Investors and stakeholders seek companies led by sound, visionary leaders. By positioning executives as thought leaders, companies can showcase their expertise to key audiences, elevate their share of voice in key industry discussions and expand their professional networks to attract new business opportunities.
There are various avenues that companies can pursue to amplify thought leadership, including speaking engagements, guest article opportunities and media interviews. A well-rounded PR program will drive a steady mix of opportunities like these throughout the year, reinforcing confidence in the company’s knowledge and direction.
Maximize key milestones
Critical business accomplishments – such as funding rounds, acquisitions, product launches or leadership changes – are prime opportunities to generate positive media coverage because they’re inherently newsworthy. However, without a strategic approach, these milestones could go underutilized or unnoticed by the right stakeholders.
A calculated approach combines the right tools and outlets to reach key audience segments. A major earnings announcement, for example, would make for a great story to pitch both local outlets and key business media. The news could be relevant for specific industry trade publications as well – however, companies would likely need to tailor their messaging to focus on how it affects the industry.
Align audience and message
Effective messaging is at the heart of any communications strategy. Stakeholders want to know not only what a company does but also why it matters, how it’s differentiated and its long-term value proposition. Building a compelling narrative that clearly articulates these points, underlying market opportunities, company strengths and leadership vision, can significantly impact funding success and investor confidence.
Conducting a communications audit and messaging map exercise will help companies accomplish this mission, ensuring alignment with stakeholder audiences and a clearer understanding of how to engage each segment. By identifying pain points, potential concerns and key data insights, this process helps guide the development of future materials, website updates and content messaging frameworks that reinforce confidence in leadership.
Managing reputational risks
In today’s dynamic information landscape, reputational risks can quickly arise and spiral. From a product issue or employee misconduct to misinformation circulating online, having a crisis communications plan in place is essential. Companies that proactively manage their reputations and respond swiftly to challenges can mitigate potential damage and maintain stakeholder trust.
While each situation is unique, companies can take foundational steps to ensure they are prepared for unexpected challenges. For example, establishing a clear chain of command for crisis response ensures timely and accurate information dissemination. Media training can also help to equip executives with the skills to navigate high-stakes interviews and craft effective responses.
Turn ideas into action
As portfolio companies move through 2025, maintaining strong investor relationships and public visibility will continue to be critical for business success. Companies that invest in strategic communications will be better equipped to navigate market conditions, attract investment and build lasting credibility with stakeholders.
However, developing and executing a strategic PR program takes time and resources. Sometimes, outside expertise is needed to strengthen messaging, amplify key milestones or manage reputational risks. If you’re looking for support with your next strategy, contact us to explore how our customizable PR services can drive long-term growth and support your investment strategy.
