Why the value of a company also depends on how the market perceives it
For small and mid-cap listed companies, being visible to the capital markets is not enough. Being understood, trusted and appropriately positioned is what makes the difference.
Investor Relations today goes far beyond the regular communication of financial results. It is a strategic process that connects the company with investors, analysts and the broader financial community, helping the market understand its business model, strategy, growth potential and value.
This is where Capital Market Communication becomes essential.
An effective approach combines Investor Relations, investor targeting, Corporate Access and financial communication to identify the right institutional investors and create meaningful, long-term relationships — in Italy and internationally.
But there is another element that deserves greater attention: market perception.
How do investors perceive the company? Is its equity story clear? Does the market understand its strategy? Is management considered credible? Is the company reaching the investors who can genuinely appreciate its potential?
A structured Perception Audit can provide valuable answers and reveal gaps between how a company sees itself and how it is perceived by the market.
This is where we believe the concept of “Image Equity” becomes relevant.
A strong financial reputation is an intangible asset. It is built over time through consistency, transparency, credibility and quality of relationships. When Investor Relations and financial communication work together, they can transform reputation into greater visibility, stronger investor engagement and broader access to capital.
For small and mid-cap companies, this is particularly important. The challenge is not simply to attract more investors, but to connect with the right investors — those whose investment strategy, sector focus and investment horizon are aligned with the company.
Ultimately, effective Capital Market Communication is about creating a bridge between corporate value and market perception.
The right message. The right market. The right investor.
And when these three elements come together, communication becomes more than communication: it becomes value.
Bianca Fersini Mastelloni
Bianca Fersini Mastelloni is Chairman and CEO of Polytems HIR. She is a seasoned consultant in Corporate Communication with extensive experience for over 35 years. Since 1999 she is active in Investor Relations and Financial Communication for companies listed on the major financial markets. Bianca provides strategic IR, corporate access in Italy, Europe, USA, investor’s market intelligence, profiling investors, critical communication and reputation. A scholar of issues pertaining to Communications and Investor Relations. Bianca studied at SUNY – State University of New York, Buffalo and at Boston University, Boston, and she works as lecturer with some Italian University. Bianca is author of the book Investor Relations ed Etica , Efficacia e Vantaggi Competitivi - edited from Guerini e Associati - as of as several articles about Investor Relations and financial communication. Bianca has been selected as the most influential CEO 2023 in Italy for Investor Relations and Financial Communications by CEO Monthly, the international publisher of AI Global Media.