European Journal of Business Science and Technology 2024, 10(2):205-224 | DOI: 10.11118/ejobsat.2024.008

Strategic Media Messaging of Startups and Entrepreneurs Before Initial Public Offering (IPO)

Itzhak Mashiah1,2
1 New York University, New York City, United States
2 University of Mississippi, Oxford, United States

This research delves into effective messaging strategies employed by companies to shape their reputation in anticipation of an initial public offering (IPO). Drawing insights from the analysis of 1162 media headlines encompassing 30 brands during their IPOs on NASDAQ or NYSE, the study offers valuable recommendations for entrepreneurs and startups engaging in rhetorical preparations for an IPO. By synthesizing the examination of successful companies' media framing with pertinent well-known communication frameworks (strategic communication and the PESO model), the article introduces the new 6I's model. This model serves as a comprehensive marketing guide, empowering entrepreneurs, and businesses to adeptly manage their company's reputation and highlight diverse accomplishments for the cultivation of a positive media image towards the IPO. The 6I's model encompasses messages centered on Increasing and rapid growth, Innovative technology, Immediate relevance, Individuals and personnel, In-charge management, and In-chronicle history and company tradition. Based on the suggested model, this study further develops the theoretical understanding of corporate narrative and strategic communication to mold the reputations of organizations.

Keywords: tech organization, initial public offering, reputation, narrative, tech marketing
JEL classification: L23, M21, M31, M37

Received: October 13, 2023; Revised: March 4, 2024; Accepted: April 2, 2024; Published: December 31, 2024  Show citation

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Mashiah, I. (2024). Strategic Media Messaging of Startups and Entrepreneurs Before Initial Public Offering (IPO). European Journal of Business Science and Technology, 10(2), 205-224. doi: 10.11118/ejobsat.2024.008
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