CorpComms Magazine

1. Have an internal  mission to explain 

Don't underestimate the need to explain the basic workings of the media to colleagues in other departments, particularly following a flotation. Let them know what the corporate news agenda is, what the media is interested in, how reporters are likely to cover stories and what the realistic value of a story is. Soon after the float, make it crystal clear to everyone involved in communications what their role is, and make sure they are doing the right job. 

2. Act the newshound 

Aside from working on the traditional corporate news agenda - financial reporting events, annual general meeting support, acquisition activity, regulatory scrutiny, annual report detail, negative issues - you should ensure that you and your colleagues are proactive. Look out for the interesting business areas that can throw up the softer stories and features and so help grow your company's corporate image and reputation. Set up regular 'news generation' meetings with departments such as human resources and IT. 

3. Know your firm inside out

The joy of being in the communications field is that it gives you legitimate access to every aspect and department of your company, from the chief executive's office through to the switchboard. As a company spokesperson, you owe it to your employer to get to know the business as fully as possible; this is particularly true if the company is going to experience increased public scrutiny. It's essential to leave the confines of head office regularly and to meet up with the people - in Yell's case, our sales teams - who make up the company's DNA. 

4. Be joined at the hip with investor relations

Once a company lists, it opens itself up to a whole new era of external scrutiny and comment. You should be absolutely plugged in to the external reporting calendar and be part of the team that pulls the necessary material together. You need to be acknowledged as the in-house sounding board on what journalists are likely to be interested in or react to. A good working relationship with your investor relations department is invaluable for exchange of information on movements in the market that may be picked up by journalists. 

5. Cultivate the local media

Developing good working relationships with key national business journalists and the trade press is essential following a flotation, but don't forget the local media. This may be local to the head office or, as in Yell's case, to other facilities such as telesales and operational centres. 

You should maintain the quality filter on stories, but always bear in mind that employees love to read about their activities in the local paper or see them on regional television. It's good for company morale. 

6. Be patient

It takes time and patience for companies to develop a particular profile reflecting their natural standing following a flotation, particularly for those companies that, like Yell, are not among the biggest in the FTSE 100. 

7. Find out what the CEO wants 

Make sure that your team is clear about how the chief executive expects his own media profile to be managed, as distinct from that of the company. Is he keen, for instance, on newspaper profile pieces, or does he prefer the focus to be on the company and its performance? Understanding these issues will really help to manage journalists' post-flotation expectations. 

8. Focus on the web site

Be at the heart of contributing to the content of the corporate web site. It's a showcase of what the company is and does and will have significantly more visitors each year than head office reception. It plays a fundamental role in helping to communicate to key audiences such as investors and journalists, as well as customers.

9. Good housekeeping is essential

Designate a colleague to be the point of contact for the numerous potential suppliers who will be in contact offering new products ranging from press office management tools and forward-planning packages to media training. Keep abreast of the latest developments but keep a very clear idea of what is suitable for your company's particular requirements. 

10. Don't forget the importance of images

It's basic, but make sure you have a good stock of high-quality photographs of the business, as well as senior management,  that are easily accessible or downloadable by picture desks. These will help lift a story that might not grab many column inches on its own merits

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