In a brief essay, discuss the role of PR during a merger or acquisition. What are the PR decisions, activities, and messages that can improve the success of such business transactions?

What will be an ideal response?

In order for any of these business transfers or mergers to succeed, PR efforts must follow a communications plan that is open, consistent, and inclusive. The first decision that must be made is simple: Who’s in charge? In a purchase situation, the obvious PR department to handle communication is from the buyer’s side. This will guarantee a single, consistent message--one the new owners want to convey. PR also needs to communicate any new policies or procedures as far in advance as possible. Employees need time to adjust and can’t be taken by surprise by significant differences that the new regime brings, such as start times, dress expectations, expense policies--every difference, right down to parking space allocation. Equally important to all concerned are the changes to hierarchal structure and departmental language. Who’s my new boss? Am I being promoted or demoted? What’s the name of my department now? These questions and others must be answered as soon as possible, so employees have time to adapt to the new policies and organizational chart. Any message that can be perceived as negative or troubling must be balanced with one that is positive and uplifting. The acquired company’s workers must be told of the good this change will bring to their lives, perhaps through new career opportunities or chances for advancement. Highlight the benefits: a better health plan, more liberal vacation or family leave policies, profit sharing--anything significantly better than what they have now.
In a merger of two entities, many compromises will have been made to achieve the merger, especially as it pertains to leadership and mission. These compromises are the ones that affect employees’ lives the most and therefore become the core messages the PR team must communicate.