Behind the headlines: how PR shapes successful acquisitions 

An acquisition usually involves a maze of legal, financial, and personnel concerns. Dominated by logistics, finance, and stakeholder meetings, the process sometimes overlooks one crucial aspect— public relations.

For example, when Cisco Systems acquired Splunk, it wasn’t merely about making headlines with the transaction announcement. The companies strategically communicated their vision, highlighting how the collaboration would create a comprehensive, AI-powered platform offering unparalleled visibility and insights across an organisation’s digital footprint. The acquisition would transform the offering for customers and prospects alike.

Through PR, both businesses presented a united front to communicate their intentions for the future and why this was a positive step for stakeholders. The media can help tell an objective story where product marketing or the company website might not resonate in the same way, when an acquisition is initially announced.

This blog will explore how effective PR can make a significant difference during the acquisition process.

How can PR help during an acquisition?

Strong public relations work is critical in managing communication and reducing confusion during an acquisition. When a company undergoes an acquisition, a ‘quiet period’ often restricts information disclosure to prevent insider trading and ensure fairness for investors. This period can further complicate internal communication, as employees might remain unaware of the acquisition until it’s finalised.

PR teams must prepare communication strategies to explain the deal’s rationale, benefits, and vision. From an internal point of view, clear and timely communication is essential to make sure employees and stakeholders do not learn about the acquisition from external sources – likewise communicating sensitivities appropriately to avoid any leaks. Consistent messaging that addresses staff concerns and outlines the value and opportunities created by the deal is crucial.

Alongside this, company names, logos, and core values often change after an acquisition. PR plays a vital role in communicating these shifts, ensuring that internal and external parties understand and embrace the new identity.

How Code Red supports security companies going through acquisition

At Code Red, we’ve successfully guided many clients through acquisition phases. Take Trustwave, for example; shortly after we began working together, Trustwave announced its acquisition of M86. Code Red led high-profile campaigns like the Global Security Report securing coverage in top publications and showcasing creative strategies such as custom research with the BBC and ethical hacking with The Telegraph.

We also crafted a dynamic media strategy to smoothly integrate new elements into the client’s brand, ensuring that their elite SpiderLabs division was considered an integral part of the team and not a separate entity.  This ingenuity helped Trustwave’s experts to reach their target audience and strengthened media relationships.

Similarly, when Sapphire sought to enter the competitive IT & OT market with a new acquisition and CEO appointment, Code Red stepped in to amplify their story. We tailored messaging for diverse audiences, including IT, channel trades, and regional Welsh business press. The campaign exceeded expectations, securing double the initial target placements across all target media sectors, including significant coverage in tier one titles such as Microscope and Wales Business Insider. You can read more about that here.

Strategies for smooth comms around an brand acquisition

An effective brand acquisition hinges on collaboration and clear communication. PR teams must work closely with HR, legal, and other stakeholders to verify that key messages are conveyed internally and externally.

• Engage external stakeholders

External stakeholders are eager to understand their place in the new setup. Launch initiatives like town hall meetings, online Q&A sessions, and a positive social media campaign to highlight the acquisition’s benefits. This transparency builds trust and mitigates concerns, showing a commitment to openness.

• Encourage employee involvement

Make your employees your best advocates by implementing programmes to educate and empower them about the acquisition. Internal campaigns, skills training sessions, and platforms for sharing experiences can transform employees into enthusiastic ambassadors, fostering a positive internal culture.

• Thought leadership

Boost the visibility of your senior team through thought leadership. Use blogs, articles on external publications, LinkedIn posts, and guest speaking opportunities to present a united front as one, new company. Leaders from both companies can discuss industry trends and the acquisition’s impact, enhancing credibility and positioning the new entity as an industry leader.

• Develop a compelling tale

Build a narrative explaining the acquisition’s rationale and benefits along with the merged entities’ synergies, shared values, and future vision. Tailor these stories to resonate with your audience, reinforcing the brand’s mission and goals.

• Sell your vision

PR teams should use press releases to outline the broader vision of financial growth and industry transformation. Emphasise increased capabilities, competitiveness, and customer benefits. The greater the impact of your press release, the better it is at setting the stage for your new story.

A strategic PR approach is essential for a successful brand acquisition, ensuring clear communication and a unified brand vision. Companies must leverage its greatest weapons, their workforce, to navigate the complexities of acquisition and foster positive perceptions both internally and externally. So, let Code Red help you navigate your company‘s evolution with our proven expertise and strategic approach.