Mergers, acquisitions, divestitures – these are some of the most challenging communication scenarios investor relations and corporate teams face. And even in the face of a global pandemic, they continue to happen and impact organizations, introducing risk, uncertainty and, at times, even brand ambiguity.
Sometimes – and ideally – investor relations and corporate communications are at the table (often virtually today) as a deal takes shape. But often, and for good reason, these events are hatched by top management, supported by a small team of internal strategists, outside advisors and the board, then sprung on your team when the deal is largely baked, the letter of intent nearly signed and the communications imminent.
As professionals, you need to take a wide variety of inputs – the rationale of the deal and its various dimensions/implications – and convert it into a well-choreographed, multi-faceted communications strategy for a range of constituents: shareholders, employees, customers, vendor partners, civic leaders, and regulators, to name a few. In today’s market environment, rife with uncertainty, consolidation and change, transaction communications is less a matter of “if” than of “when.”
Successful deal communications hinge on a lot of factors, but here are some key ones:
You really only get one chance to get it right. Perceptions of a transaction among most of your key constituents are cemented with the initial announcement. Even if a transaction won’t close for several months, it’s considered “virtually closed” in the minds of those impacted soon after that first announcement. If your organization is publicly traded, the market and the media render a verdict almost immediately. Your key messages, response to questions/objections/criticisms, ability to satisfy the WIIFM (“what’s in it for me”) needs of affected constituents, and tactical approach to communications all need to be exceptionally well considered and mapped out. Then, you need to reinforce all of this up to, and well beyond, deal closing.
To the acquirer goes the communications. Know your purview and what to expect from the other party. While they don’t always take it, the acquirer typically has the right to control the overall approach and messaging in deal communications. As a seller, you might want to have a lot of influence over the communications that go to your employees directly affected by the sale. You might want to take every opportunity to explain why you’re doing the deal, and why it makes sense. You might even have a communications plan already built. But, expect the acquirer to have a heavy hand or take over the communications completely. They are taking on the execution risk after the deal closes, and it’s their right to make sure communications help manage that risk. If you are the acquirer, that risk is yours and the reverse applies.
Most employees don’t speak “deal.” Transactions, especially those in the publicly traded sphere, tend to get framed in the context of the strategic rationale, price multiples, leverage ratios, obtainable synergies and other arcane “deal speak.” These measures mean everything to equity and credit analysts, investment bankers and shareholders. They mean much less to those constituents who power your business every day, and who are operationally impacted – employees, customers, partners. Your transaction may indeed be a market coup and a masterpiece of finance engineering, but, lead with simple explanations of the transaction benefits for these critical audiences and limit the deal speak.
Deals are emotional. It takes time for the logic of a transaction to sink in, because it has to get past the emotion. Employees, customers and partners will focus on the WIIFM and will take a “wait-and-see” attitude on the logic of the deal. Being frank, acknowledging that transactions often create many more immediate questions than answers, giving these audiences a feedback channel and committing to regular updates can help them move through the emotions that surface with impending change.
Deals are personal. The bigger the change for your constituents, the more they need to hear from you face-to-face. Never send an email to do the job of a video conference, small group meeting, town hall – even if it’s virtual – or personal phone call.
They need to hear it from their boss and peers. Top-down communications is unavoidable in a deal. But employees will turn to their peers, their boss, the grapevine, business media coverage and maybe social media to test the messages they are hearing from the top. If they hear from their supervisor and peers the same thing they heard from the CEO, that reinforcement helps drive acceptance and engagement. Supervisors need to be prepared and coached to be advocates of the transaction. Moreover, they need to quickly identify and correct misinformation and false perceptions. This is especially important in today’s virtual work environment.
Senior Vice President
David Heinsch, senior vice president, and Matt Sullivan, vice president, lead the financial communications team within the Corporate Advisory Group at Padilla. Padilla is an independently operated, globally resourced public relations and communication company with offices across the United States.Padilla is an AVENIR GLOBAL company and is a founding member of the Worldcom Public Relations Group. Connect with purpose at PadillaCo.com.
The Worldcom Public Relations Group is the world’s leading partnership of independently owned public relations firms, with 143 offices employing some 2,000 staff in 115 cities across six continents. In total, Worldcom partners reported combined revenue of US$300+ million last year from 3,034 clients.
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