Case Study: Transition of Power: Communicating to Maintain Brand Strength & Consumer Confidence During an Acquisition


Company: SurfControl Agency: Citigate Cunningham Timeframe: 2007 Periods of transition around mergers and acquisitions present innumerable challenges for organizations, especially when a primary goal is to retain a brand's relevance and prominence in the marketplace. Such was the dilemma faced by SurfControl, a leading provider of global on-demand, network and endpoint IT security solutions, in early 2007, at which point speculation was running amok in the Silicon Valley pipeline that Websense, a security software company headquartered in San Diego, would be purchasing the company. Sure enough, on April 26, 2007, rumors crystallized into reality when Websense announced a formal offer to acquire its rival. The acquisition would span six months and was officially closed on October 3, 2007. To foster a strong corporate image and maintain its network of business relationships with customers and partners during the transition, SurfControl partnered with Citigate Cunningham, an agency that specializes in working with Silicon Valley clients, during this period of uncertainty.

Subscribe Now  |  Login


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.