This is the reality for publicly traded companies. Investor and media relations, crisis management, and reputation are burdens that are hard to handle alone. In these circumstances, the PR agency becomes the mediator between the company and everyone who interacts with it.

Here are the five main challenges that PR specialists face when working with publicly listed companies and solutions to overcome them.

1. Balance stakeholders’ expectations

Many people look over publicly traded companies' shoulders: shareholders, employees, customers, and regulators, each with different needs and expectations.

PR for these entities is balancing very different, sometimes conflicting perspectives. Therefore, PR specialists focus on the long-term reputational goals of the company, considering the needs of all stakeholders.

Tip: Build a stakeholder matrix with clear messaging.

How to ensure that everyone is on the same page? Make a stakeholder matrix with tailored messaging for each group. A customised communication plan covers the needs of each side, resonates with their interests, and aligns with the company’s goals.

2. Negative media coverage influences the stock prices

Corporate scandals, economic downturns, and geopolitical tensions, when appearing in the media, immediately make shareholders nervous. The cost of such stories may be too high and turn into a stock price collapse.

For example, the Volkswagen emissions scandal of 2015 was a massive blow to their reputation. After cheating on emissions tests was discovered, the company’s value plummeted from 120 billion euros to 45 billion euros in just six months.

Tip: Implement an anti-crisis communications protocol.

Prepare a proactive strategy to handle force majeure quickly. Anti-crisis communications plan includes regular media training for the company’s representatives to answer tough questions with confidence and clarity, manage tone, redirect negative questions, and spread the right messaging.

On top of that, a strong brand can’t be easily compromised. Regular positive and neutral stories in the media mitigate any negative influence.

3. Build a long-term reputation

Reputation does not appear overnight. Many corporations like Apple have built their name for decades, consistently launching their products. Worth saying that a strong brand requires a constant media presence.

Tip: Consider a retainer with a PR agency.

Many publicly traded companies hire PR agencies for long-term contracts, rather than on project basis, to ensure stable professional media coverage. Strategic planning, reputation management, media relations, brand building, crisis management, and content creation are their main responsibilities. In short, PR agencies help to keep the brand story fresh and positive in the public eye.

4. Promote the public image not only of the CEO, but of all the board members

When we think of Amazon, we think of Jeff Bezos. The CEO is the face of the company; their image represents the brand and influences investor confidence. The same is true of the board, so when the topic is more specific, for example ESG it would be beneficial to give voice to the responsible board member.  By actively appearing in the media as thought leaders, board members not only strengthen the company's brand, but also build their reputation inside the company.

Tip: Use board members to make media appearances in their respective field of expertise.

Transform CEO and board members into thought leaders: showcase their expertise in different media. Use various content formats: share insights in blog posts and features and discuss industry trends with other podcast experts. Encourage them to share regular updates on LinkedIn and Twitter. Participation in social and environmental initiatives makes the leadership more visible. A recognisable and respected CEO, as well as the board members, reassures investors, motivates employees, and attracts customers in the long run.

Take Larry Fink, CEO of BlackRock investment company, for example. His annual letters to CEOs and clients, signed by his executive team, have become a key message for corporate leaders around the world. In these letters, Fink encourages businesses to pursue long-term strategies and think beyond shareholder returns to a broader responsibility to society. The great thing is that his messages work and inspire other companies to change.

5. Overcoming lengthy approvals

Few things frustrate PR specialists more than delayed approvals for press releases. In PR, timing is everything, as late announcements lose their impact. There are many reasons for lengthy approvals in a publicly traded company, such as legal, regulatory, and management reviews. But as a PR specialist, you can’t afford to miss the right moment.

Tip: Prepare a content backlog of pre-approved PR materials.

Create a library of ready-to-go evergreen content that can be quickly published and cover clients’ media needs. Human interest stories, product highlights, or expert commentary often don’t need a lot of time for approval. With materials in advance, you cover media presence without compromising.

PR for publicly traded companies demands a strategic focus on long-term reputation, with clear, consistent messaging that resonates with diverse stakeholders. Each step in a PR strategy – from establishing a stakeholder matrix to ensuring regular positive media coverage – contributes to a strong brand image.