SCOTTISH HYDRO-ELECTRIC
- Aiming for 'best of peer group' at privatisation

Scottish Hydro-electric was one of fourteen electricity companies to be privatised by the UK government. Retained as the financial and corporate PR adviser pre and post-flotation.

To gain 'share of voice' and differentiate from the pack - this was one of the biggest privatisations. Hydro-Electric wished to be seen from the start as the leanest, fittest and most professional electricity company and fully ready for life as a plc.

A comprehensive programme of investor relations, journalist briefings, stockbroking analyst relationship building, market research and internal communications was put in place. Company management were fully trained in media handling and presentation skills. As a result, Hydro-Electric consistently topped the research ratings for the most professional company, best communications etc. The company was fully briefed and rehearsed for its first AGM, which went off smoothly (many privatisation AGMs at the time were beset with difficult questions and interrogation from private investors). The Hydro-Electric share price and p/e ration started at a premium to the other electricity companies.