Why communications needs to be at the strategy table for M&A success
Mergers and acquisitions (M&As) aren’t just financial transactions. They’re pivotal storytelling moments that shape brand perception, reset narratives, and signal a company’s next chapter. Handled well, communications can be a force multiplier during M&A. But too often, it’s relegated to afterthought status, which is a huge missed opportunity.
To maximize impact, marketing and communications leaders should view M&A as the moment to own the narrative by reinforcing corporate values, strengthening internal morale, and positioning the combined entity for long-term success – and bring in their PR partners as early as possible. Here are four key strategies to get it right.
Align on the narrative early, with everyone who matters
As soon as the deal is in motion, your job as a communicator is to lead narrative development. That means crafting clear, consistent messaging that explains not just what is happening, but why it matters.
Messaging should focus on the strategic rationale behind the acquisition, with a forward-looking tone that emphasizes growth, innovation, and cultural alignment. Amplify the strengths of the acquired company: market position, talent, customer impact, and momentum. Make it easy for stakeholders – employees, investors, customers, and press – to get excited about the future.
And remember: messaging is a team sport. Bring in cross-functional partners early, especially founders, product leaders, HR, legal, and marketing. Be ready to incorporate feedback in a timely manner.
Build an integrated communications plan across every touchpoint
A successful M&A rollout doesn’t hinge on a single press release. It requires a 360-degree integrated approach. Your strategy should include:
- Internal communications to current and incoming employees
- External channels, including press, social media, blog, and customer emails
- Analyst and investor engagement
- Proactive risk planning for potential leaks or early disclosures
Pro tip: Create a master communications tracker that outlines go-live dates, approval status, and ownership across workstreams – from PR and social to internal, AR, and customer success teams.
And always prepare for the unexpected. Leaks happen. Developing a pre-approved holding statement can help you stay in control and maintain calm if confidentiality is breached.
Shape a media strategy that fits the story and the news cycle
Can you disclose financial terms? Is the acquired company well-known, or will education be required? These details will guide decisions around exclusives vs. embargoes, timing, and media targets.
Be flexible. If your first outreach strategy isn’t landing, regroup quickly. Agility is key, especially when you’re operating under a tight timeline or in a crowded news cycle.
Don’t stop at day one — the real story starts on day two
The M&A announcement is just the beginning. After the initial wave of news coverage fades, the most effective companies keep the momentum going.
Now is the time to double down on thought leadership. Highlight the joint value proposition. Look ahead at how you’re addressing market needs together. Collaborate with leaders from both organizations to identify new topics you’re now uniquely positioned to weigh in on. The most successful M&A communications strategies are not one-and-done – they evolve into sustained storytelling that builds brand equity over time.
Communications isn’t a post-deal checkbox. It’s a strategic enabler of M&A success. By activating your comms team early and aligning tightly across functions, you can transform a complex business moment into a clear, compelling story that inspires confidence, drives alignment, and unlocks long-term value.
Interested in learning more? Reach out to us at [email protected].
