2025 Outlook: Experts Unpack IR and Corp Comms Trends
Agency leaders reveal strategies to navigate investor engagement and market shifts
Over the past several months, we’ve covered key trends transforming investor relations and corporate communications: companies are prioritizing direct investor engagement, leveraging digital channels with greater sophistication, and meeting growing demand for deeper analytics to measure and refine their strategies.
To build on our own observations in the market, we spoke with agency leaders to understand what themes they’re seeing across clients. Here’s how these experts view the challenges, opportunities, and skills that will matter most in 2025.
1. The Challenges of Corporate Access and Investor Uncertainty
Alyssa Barry, President, Alliance Advisors IR:
“Corporate access is a recurring challenge. Between unanswered calls, virtual meetings, the dynamics of working from home, and the dominance of passive funds, small- to mid-cap companies are facing significant hurdles in connecting with investors. This issue underscores the growing complexity of building and maintaining meaningful relationships in today’s market.”
Barry also highlights the urgency of proactive, creative approaches to corporate access to ensure companies stand out.
Scott Bisang, Founding Partner, Collected Strategies:
”The consistent theme is uncertainty both regarding the consumer and the overall health of the economy. There’s been a sense that a recession has been around the corner every year recently, and those indicators have been wrong every time. The massive uncertainty with tariffs, immigration, and other policy changes has also created anxiety, and more companies than ever are preparing for the potential onslaught of tariffs.”
Key Insight: As economic uncertainty persists, small- to mid-cap companies face mounting challenges in connecting with investors, making proactive and creative approaches to corporate access more critical than ever. Navigating policy shifts and investor skepticism will require IR teams to build stronger, more resilient relationships.
2. A Slow but Growing IPO Market
Tom Colton, Senior Managing Director, Gateway Group:
“After several years of wait-and-see, the argument for ‘this time it’s different’ might have some legs. I do believe we’ll need to see a few larger names pull off successful public listings before downstream issuers gain confidence to take the next step.”
Colton also emphasizes the importance of liquidity events: “With election uncertainty in the rearview and interest rate cuts on the horizon, capital is coming off the sidelines, liquidity options are improving, and we’re seeing a renewed interest in secondary offerings, M&A, and other liquidity events. These are critical inputs for sustaining IPO momentum.”
Alyssa Barry:
“The IPO process is more drawn-out than ever. Companies need to evaluate whether the capital raised is truly strategic. This added scrutiny and time are redefining how companies approach going public.”
Scott Bisang:
“There’s an expectation of a continued rebound in the IPO market in 2025, though I wouldn’t be surprised to see that take a few months to really materialize. Certain sectors will move quickly post-election while others remain cautious.”
Key insight: While optimism around IPOs is growing, companies will need to navigate a more drawn-out process and focus on strategic capital. Successful liquidity events and a few high-profile listings will be key to building broader market confidence.
3. Undervalued Skills for IR and Communications Teams
Sheila Ennis, Managing Director, H/Advisors:
“We believe the risk of short attacks is on the rise and is under-appreciated by IROs. In 2023, there were 110 short attacks (compared to 27 proxy fights). Companies must be prepared to quickly analyze the adversary’s reputation, modus operandi, and favored channels to mitigate valuation impacts.”
Alyssa Barry:
“Business acumen is a highly undervalued skill. Many IROs can step into the boardroom and offer strategic counsel far beyond the basics of IR. Those who bridge IR with broader business insights are becoming indispensable.”
Scott Bisang:
“Omnichannel marketing is a must. Investors—whether institutional or retail—consume information through a mix of digital and traditional platforms. IROs need to leverage digital tools alongside conventional tactics to ensure they’re reaching their audiences effectively.”
Key insight: As risks like short attacks grow, IROs must combine sharp business acumen with strategic, omnichannel communication to protect value and connect with diverse investor audiences. Those who bridge IR fundamentals with broader business insights will prove indispensable.
See also: How Investor Relations Teams Can Prepare for Activist Pressure
4. Innovation in Corporate Storytelling and Media
Alyssa Barry:
“Companies using creative storytelling to make technical information relatable stand out. For instance, a mining client compared the size of their site to Manhattan. It simplified their narrative and made it memorable.”
Scott Bisang:
“Shopify is a great example of modern communication—leveraging both traditional media like CNBC and retail-focused platforms like social media to connect with investors. They keep their content simple, thoughtful, and accessible to a wider audience.”
Tom Colton:
“Interest in alternative financial media has grown significantly for smaller public companies. These companies, often precluded from mainstream opportunities due to budget or market cap, are exploring new channels to engage investors.”
Colton adds: “Management teams are also demanding clear ROI from these activities. Service providers who can deliver actionable engagement metrics are well-positioned to take market share.”
Key insight: Creative storytelling and alternative media channels are helping companies simplify complex narratives and reach wider audiences. As investor engagement evolves, delivering clear, measurable ROI from these efforts will be critical for success.
See also: See also: The Art of an Effective Shareholder Letter: Turning Numbers into Narratives
5. Evolving Investor Engagement and Digital Tools
Alyssa Barry:
“Many clients are embracing podcasts, owned media, and thought leadership platforms. These channels allow companies to connect with investors directly, sharing their messages authentically.”
Scott Bisang:
“New approaches to IR aren’t as risky as they may seem. Companies wouldn’t rely on one tactic in their consumer marketing strategy, and the same should hold true for investor communications. It’s about testing and adapting.”
Key Insight: Companies are increasingly turning to podcasts, owned media, and thought leadership to share authentic messages and engage investors directly. Just like consumer marketing, a diversified and adaptable approach to investor communications is key to building trust and reaching the right audiences.
The 2025 Perspective from Stakeholder Labs
Agency leaders agree: in 2025, IR and corporate comms teams will need to balance smart strategy with a creative touch. With ongoing market uncertainty, challenges in reaching investors, and a slow return of IPO opportunities, clear and proactive communication will be key. Today’s IROs and corporate communicators need to bring sharp business instincts, a knack for connecting across channels, and the ability to make complex stories easy to understand for all types of investors.
At Stakeholder Labs, we believe that the future of investor relations is about building trust and connection through modern tools and platforms. Retail and institutional investors alike expect meaningful, timely, and authentic communication. Companies that embrace this shift—through storytelling, innovative content formats, and technology-driven engagement—will be better positioned to thrive in 2025 and beyond.
Stakeholder Labs is proud to support this transformation, offering platforms and insights that empower companies to connect authentically with their most important stakeholders. Contact us to learn more.