Communicating During an Acquisition: Increase Your Profile


To maintain longstanding, fruitful relationships with consumers, advertisers and stakeholders during an acquisition, Citigate Cunningham's executive vice president Melissa Sheridan offers these best practices on how to keep your brand relevant:

  • Continue speaking to the media: It's crucial to act as if business is operating as usual. "Have execs hold briefings with editors-in-chief and editorial influencers so that they can be seen as still on scene--still relevant and contributing value to the industry."

  • Map out a significant news calendar: Make sure you have a "steady drumbeat of news" to announce to the media. When Sheridan worked on the campaign with SurfControl, she and her colleagues were always reviewing what SurfControl had in the news pipeline in terms of customer wins and partnership announcements.

  • Package the brand for industry honors: This is key to generating further attention for the brand. "We submitted a lot of industry awards," says Sheridan. "SurfControl's products were always well-regarded. We wanted to make sure that they would remain the same within the same timeframe."




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

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.