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' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 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.