“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…we had everything before us, we had nothing before us.”
The contradictory states Charles Dickens set forth in A Tale of Two Cities about the struggles and rewards of the French Revolution also apply to companies going through mergers and acquisitions, minus the war element…at least in most cases.
Whether you’re with the acquirer or the acquired company, you may feel the acquisition is just what the business needs, or that it portends disaster. Let’s face it – an acquisition, regardless of its benefits, spells change that affects everything from organizational structure to brand to product architecture to, of course, jobs. And while an acquisition – particularly in the early stages – can create emotional turmoil, it also launches communications and marketing teams from both sides into a long list of tactics and actions that require collaboration, patience and focus on the big picture. So, team members must do their best to set aside personal bias and approach the task at hand with aplomb.
Here’s a look at just a few of the areas requiring collaboration, from both sides of the acquisition equation:
There are many more areas to tackle as acquisitions move from the planning and announcement phases to integration and beyond. The communications professionals that were once on opposite sides of a deal may now be part of one team – and having toiled together under the pressure of an acquisition, they’ve forged bonds that prepare them to tackle the next big thing with ease.
For more on this topic and related content, join us at the 2017 SiriusDecisions Summit, where I’ll be introducing the SiriusDecisions Corporate Messaging NautilusTM. Learn more about the event here.
Phyllis Davidson is Research Director, Strategic Communications Management, at SiriusDecisions. Based in the Silicon Valley, she has 20-plus years of marketing and communications leadership experience, including roles in public relations, executive and M&A communications, global campaigns and content strategy, and demand generation. Follow Phyllis on Twitter @PhyllisMusings