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 $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

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.