Successful IPO comms should follow these rules.

Despite the decline in traditional media, there is still much that the comms community can do to build awareness and support the marketing efforts of the syndicate. The offer to IPO candidates is stronger than it ever was – it’s just different. A powerful and effective IPO comms campaign should include the following:

• Content: Getting the client’s website and other materials, including video (which is essential these days), infographics and case studies developed is an essential role. Skilled comms professionals can take a 300 page prospectus, work their magic to distil it, and produce materials in understandable English that don’t feel like they have been written by a lawyer. This can then be used by the client to populate its own digital real estate
• Amplification: Making sure the content reaches potential investors by amplifying it through social media channels and by using promoted content. Where there are gaps in the client’s social media armoury, profiles can be built from scratch
• Earned Media: Yes, good old fashioned PR has a role to play in the general scheme of things. Although it is not the be-all and end-all it once was, comms advisors are still there to organise and traffic manage interviews, then sweep up afterwards with the journalist to ensure that the message has gotten across effectively. 
• Publicity: Using an agreed budget to send the client’s message directly to potential investors via traditional advertising (print, broadcast and on-line), advertorial and promoted content on social media
• Training: Ensuring our client is comfortable with presentations, interviews and investor meetings in whatever form
• Listening: Making use of sophisticated data-driven listening techniques to ensure that the client knows about any issues that are bubbling up on social media before they spin out of control

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