Why strategic PR matters for all investors: From Angel to Private Equity

FieldHouse has worked with many of the most influential investors in the fast-growth tech and innovation ecosystem.

From Seed investment players such as ACF Investors, SFC Capital, and Jenson Funding Partners, to venture capital funds such as MMC Ventures, Octopus Ventures, Plug and Play, and Target Global. And all the way through to pan-European private equity houses such as Squircle Capital; deeptech specialist funds IQ Capital and ParkWalk Advisors; CVCs such as InMotion or TDK; or family offices such as Smedvig Capital, we recognise that strategic PR that establishes market credibility is essential to:

– Drive LP investment. Whether announcing a fund close, generating coverage for portfolio investments or exits, positioning Partners as experts in their fields, or being an influential campaigning voice within the industry or wider political sphere, profile is a powerful lever when it comes to garnering renewed interest from Limited Partner investors.

– Fuel high quality deal flow. Buyers’ market or not, no Angel, venture capital firm or private equity house wants to miss the opportunity that delivers impressive future returns. Multiples are everything and frequently determined by an investor’s ability to issue an enticing term sheet or offer. Past performance can be the key indicator of future returns, so building aura around the quality of a fund’s portfolio and the role their investor has played, will only attract the best founding and management teams.

– Build trust and enhance reputation. To the last point, visibility in the market and a voice that resonates with potential and existing stakeholders, helps to give investors a ‘trust mark’ that leads to the wider investment industry, commercial partners, and politicians wanting to engage and interact. Having opinions and cogent solutions relating to policy, demonstrating an ability to work alongside other co-investing funds, or understanding the needs of large corporations can be achieved through strong thought leadership, rapidly responding to the fast-moving news agenda, and publishing incisive research or insightful reports.

At FieldHouse we understand how to pull the levers necessary to achieve the desired outcome and impact at every level of investment.

PR for Angel and Seed investors
For example, Angel investors rely heavily on demonstrating that they are connected and proactive when it comes to opening their ‘black book’ of contacts to make important introductions. Their perceived network, expertise and personal brand can make all the difference when it comes to attracting the highest potential startups and founding teams.Tactically, this means taking up strong thought leadership positions, sharing success stories on podcasts or at tech industry events, demonstrating an understanding of the markets they invest in and where the vital intersections lie, and having influence over early stage investment policy that their portfolio may benefit from. Being founder-friendly, smart and supportive is achieved through consistent and persistent messaging and clear positioning.

Strategic communications for venture capital firms
In addition to many of the aforementioned challenges, venture capital firms place a greater emphasis on being go-to domain experts and differentiating themselves in a crowded market where it might be all-too-easy to confuse one firm with another. They have to be more than just a cheque-producing outfit. Highlighting successful investments helps to establish credibility – which can be achieved at major global tech events such as Web Summit and SLUSH as well as in print. But thought leadership can be far more effective and strategic, associating a fund with a compelling public narrative and demonstrating a vast knowledge of how a market is evolving.

That ability to predict the ‘next bounce of the ball’ sets funds apart in the eyes of Limited Partners (LPs), the media, and founders. It also builds a compelling narrative around the venture capital firm’s thesis. Being relevant can be everything, which is why a well-placed op-ed or participation in a feature about future powerhouses in a sector can deliver the highest impact. Furthermore, it pays to display influence in the corridors of power. Economic growth is intertwined with the fast-growth tech ecosystem, where scaleups create the kind of high-paid skilled employment and value the Treasury craves. Venture capital firms that stand for something and have a view on how legislation might change for long-term national benefit, tend to have the ear of government.

Managing public interest in private equity-backed businesses
Finally, for private equity houses, lobbying can reach higher levels still. By the time companies are private-equity backed and rolling out a model nationally or globally, they have typically become a highly valuable national commodity around which an established supply chain exists. Whether professional services – lawyers, accountants, management consultants – or suppliers of all sorts of products from company apparel to machinery and equipment, private-equity backed companies are essential to a thriving economy.

At this stage those key stakeholders and regulators need to receive clear communication around portfolio companies’ performance. The role of strategic communications, therefore, falls into enhancing value and managing reputation to ensure patient capital continues to flow into their funds. Such is the national media interest, PR agencies like us tell the success stories behind operational improvements, exits, and acquisitions while also playing a defensive role – managing the output of sensitive announcements and financial performance, while mitigating reputational risks.

The bottom line is that whether a fund is writing a startup’s first cheque, preparing a portfolio company for exit, or dealing with considerable public attention, strategic PR is more than a marketing function – it’s a business strategy. It builds trust, shapes perception, and drives competitive advantage across the entire investment lifecycle.