Last month marked two high profile corporate events:  the Arcos Dorados IPO and the Zip Car IPO. Understandably, these complex transaction are managed by a team of bankers, lawyers and company executives steeped in SEC filings and seemingly endless road show meetings in the weeks leading up to the big bell ringing on listing day.

For corporate communicators, an IPO is far more than just the thirty-second rush of the bell ringing. IPO communications presents a key corporate positioning opportunity that has lasting impact on a company’s reputation.

Reputation Partners recently led communications and event planning efforts for Arcos Dorados’ IPO on the New York Stock Exchange. As McDonald’s largest and only franchisee in Latin America, the IPO presented a key opportunity to launch the company onto the global stage and introduce it to a wealth of new stakeholders, including investors, analysts, business/financial media and others.

When executing corporate communications and event planning efforts surrounding a high-profile transaction such as an IPO, corporate communicators should consider the following:

• Collaborate with Legal: We’ve talked in the past about the need for PR and legal teams to work together to ensure that a corporation’s strategic communications and legal needs are met. In the case of an IPO, this is crucial. Get in front of internal and external counsel as soon as possible to talk through the communications strategy and get their buy-in.
• Think BIG When it Comes to Corporate Branding: During the GM IPO, the company made a splash with its simple, yet dynamic display of automobiles outside of the NYSE on listing day. Arcos Dorados enticed NYSE traders with breakfast pastries found only in McDonald’s in Latin America and displayed a dramatic banner on the historic building’s facade. Going public is a once in a lifetime corporate branding and reputation building opportunity. Think big. Make it memorable. Make it your own.
• Media Training is Essential: Even for the most seasoned and media-savvy CEO, media training prior to listing day is key. Ensuring the spokesperson is on message, comfortable in front of the camera and refreshed on media interview techniques will make listing day media relations efforts run smooth – and make certain that a media interview doesn’t go awry.
• Don’t Forget About Employee Communications: While it’s easy to get wrapped up in reaching external stakeholders, communicating with employees about this significant and exciting moment is just as important. Make certain the CEO gets face time with employees on listing day – be it through a live webcast or a prerecorded message. Consider assembling employees together to watch the bell ringing and celebrate together. When listing day comes to a close, employees should feel positive and encouraged about the company’s future.

A corporate communications professional will wear a variety of different hats in the days and weeks leading up to the IPO. Following some of these key guidelines will make certain the event is both successful and memorable.