Building and executing a successful IPO Communication strategy is not an easy feat to achieve, especially given today’s economic landscape. Therefore, it is critical that CMOs have curated strategies that will help them seamlessly achieve their IPO communication objectives.
Developing an IPO Communications can be a frustrating and daunting task, especially when the person in charge has limited to no experience managing it. Moreover, with the rapid pace at which organizations are advancing and witnessing immense growth, CMOs must ensure that they have curated an effective IPO communication strategy.
One of the first steps for CMOs to make themselves aware of the formulaic and regulated series of processes involved with the IPO. They should look ahead to the day of listing and move backward while working around critical milestones. Additionally, CMOs should ensure that their communication strategy plans are executed as per the designated timelines. Otherwise, it can hurt the brand’s image.
Here are a few strategies CMOs can incorporate to build an effective IPO communication strategy:
Build a team around their respective expertise
While it is easy to assign the task of executing the IPO communications to the entire team, CMOs are still restricted in what they can tell the individuals and team. Therefore, they should choose a team that concentrates solely on IPO communications.
Additionally, CMOs should ensure that they offload the team’s work while assigning clear responsibilities for dealing with different areas such as NASDAQ and associated deliverables, managing listing day, other communications disciplines, and creative services for branding and collateral for PR and external communications.
If the team does not seem to have the required experience and expertise, CMOs then think about tapping into communication agencies by building in time to vet their options.
Delivering a strategic message training, before, during and beyond
When communicating messages associated with IPO, brands must comply with tight rules and SEC regulations. Additionally, they should also ensure that their message is consistent with the most impactful story.
One of the ways for them to do this effectively is via a series of message training for C-suite executives, spokespeople and internal audiences. Along with training the executives and stakeholders for speaking to external audiences, brands should ensure they create refresher materials that they should distribute in the upcoming meeting attendees.
After listing the company, CMOs should train the key executives about their new responsibilities as a public organization.
Enlisting the brand for IPO and associated communications responsibilities can be stressful. Therefore, CMOs should take steps to ensure the experience is fun and immense by engaging with their entire organization, including the employees working from home.
CMOs should also reach out to internal communication experts from the IPO team to spread the information to employees after the intention to issue a public offering is made public. This should comprise everything from an announcement and a congratulations letter to FAQs about what is going on.