More than just a press release: getting M&A communications right
When a business announces an acquisition, the press release is usually the most visible piece of communication.
It explains the deal, sets out the strategic rationale and helps create positive momentum around the next stage of growth. But it should never be the first time employees, customers or key partners hear the news.
The communications that take place before and around the public announcement can have a far greater influence on whether an acquisition succeeds in the long term.
Start with the people affected by the change
It’s tempting to want to focus on the big ticket coverage, but take a step back and think – who is actually affected most by this change? If you don’t answer this question clearly and in a reasonable timeframe, it leaves space for speculation and, in some cases, misinformation to spread.
So before media coverage enters the conversation, both businesses need to agree on the story they are telling. That includes why the acquisition is happening, what will change, what will remain the same and what the combined business will be able to offer.
Each business can communicate this in their own tone of voice, but the core messaging has to remain consistent throughout.
Employees are key stakeholders – treat them as such
Employees are often the people most directly affected by an acquisition, yet internal communications can become an afterthought when teams are focused on completing the transaction.
A generic company-wide email issued moments before the press release is unlikely to provide the clarity people need.
Strong internal communications should explain:
Managers may also require briefing materials so that they can answer questions confidently and consistently.
This does not mean every detail needs to be available from day one. Where decisions have not yet been made, it is better to say so clearly and explain when further information will follow.
Protect customer confidence
Key customers should not discover an acquisition through LinkedIn or the business press.
Direct communication gives both parties an opportunity to reassure them about service, continuity and existing relationships, while explaining the additional value the acquisition may bring.
For some customers, a concise email will be enough. Strategic accounts may need a personal call from their usual contact before the announcement becomes public.
The strongest customer communications focus less on the transaction itself and more on what it means for them. Will they gain access to new services, technology, expertise or international reach? Will their contacts and agreements remain the same?
Answering those questions early helps protect trust and reduces the risk of customers looking elsewhere.
Bring partners into the opportunity
Partners, suppliers and advisers also need to understand where they stand.
An acquisition may create new routes to market, broaden capabilities or open opportunities for collaboration. Clear partner communications can turn the announcement into a commercial conversation rather than simply a corporate update.
As with employees and customers, timing matters. Key relationships should be prioritised and contacted before the news is shared publicly.
Build a wraparound communications strategy
Effective M&A communications are not a collection of standalone emails, posts and press releases. They need a joined-up strategy that starts before the announcement and continues as the businesses integrate.
That means agreeing the story, identifying each audience, preparing leaders, coordinating channels and planning what employees, customers and partners need to hear at every stage.
For Bluprintx, TMPR created strategic communications plans spanning internal updates, customer and partner emails, press announcements, website content, social media and leadership communications. This provided consistency across each acquisition while ensuring the communications built confidence before the announcement, created clarity on the day and maintained momentum afterwards.
Communications do not end after the big announcement
So you’ve agreed your key messaging, communicated the news to key stakeholders in a sensible order, and made the big announcement across owned and earned channels. You’d think this would be the time to put your feet up – but you’d be wrong.
The announcement is only the beginning of the integration story. Employees, customers and partners need continued updates as teams come together, services evolve and decisions are made. Externally, leadership appointments, new capabilities and early successes can create further PR and content opportunities.
Handled well, M&A communications do more than generate coverage. They maintain confidence, support integration and help turn the strategic rationale for the deal into a clear and credible story of progress.
That is where TMPR comes in. Our specialist communications team helps investors, advisers and business leaders plan and deliver joined-up M&A communications that protect confidence, support integration and keep the story moving long after the announcement.
Explore our M&A communications packages or get in touch to discuss how we can help communicate your next phase of growth with clarity and confidence.
