Earning credibility early
At a glance
- Theme
- Analyst relations, PR and IPO communications
- Scope
- NYSE and TSX dual listing, 2021
- Role
- Built the programs; led the IR website; contributed to roadshow messaging
The challenge
When I took on communications, TELUS International had no analyst relations or PR program. In B2B, that's a problem long before an IPO. Buyers, investors and journalists check what analysts and the media say about you before they ever take your call.
What I did
I built the analyst relations program from zero, starting relationships with Gartner, IDC and Everest Group to raise awareness, secure analyst rankings and establish market credibility. I selected and managed our first PR agency that secured coverage across 100+ business and trade publications and blog collectives over the years, and I ghostwrote executive bylines for the President & CEO and C-suite.
We built thought leadership the same way: white papers, case studies, webinars, videos and podcasts, often with tech partners and our customers.
That groundwork paid off in 2021 when TELUS International listed on the NYSE and TSX. I led the creation of the investor relations website and contributed to messaging and roadshow materials, so I know how to write for investors and customers alike. The Culture Value Chain, our link between a caring corporate culture and customer and business results, was a key pillar of that story.
The results
major analyst firms (including Everest Group, IDC, Gartner) where I built relationships from zero
business and trade publications and blog collectives covering the company over the years
NYSE and TSX dual listing, the largest tech IPO in TSX history
across technology, people and corporate culture, with my team behind most of the applications (see the awards (opens in a new tab))
What I'd tell you
Start analyst and press relationships before you need them. Credibility compounds: the story you tell in year one is what makes the roadshow believable in year ten. Find the unique stories in your company and create platforms to tell them consistently over time. Invest in your executive thought leaders, including human interest stories, because B2B buyers want to know the people behind the company, too.