It takes a great many pieces of a puzzle to fall into place for a successful acquisition. Depending on the stage of your company and the market you’re playing in, acquirers may be interested in your technology, customer base, or team - ideally all three.
Public relations can play a strategic part of your communications strategy to well-position your company in the eyes of potential acquisition targets. Here are three ways that PR can help your acquisition strategy in 2020:
Showcase Your Strengths - Use media relations, case studies, and your content strategy to tell a diverse story across your company’s biggest assets. Build a narrative across all content to demonstrate your differentiators. If your product is a game-changer, be sure to make regular announcements and updates about how it solves your customer’s problems. If your customer retention is unparalleled, showcase your success teams, methods and client engagement.
Broaden the Pool - You likely have a short-list of the companies that might be interested in acquiring your business. But we’ll bet that you’re leaving other potential partners on the table. We often see startups limit their conversations by only focusing on a primary target list. Getting your company’s accomplishments out in the market and in front of analysts is a great way to get more eyes on your business. A strong analyst program can not only result in your company included in key reports, but companies looking to acquire use analysts to validate their strategy and decisions.
Educate Stakeholders - Once you’ve started conversations with potential partners, you’re likely going to be unaware of the myriad of conversations happening internally. And when an internal stakeholder hears about you, the first thing they’ll do is Google. Make sure that search page is rich with diverse content - news announcements, customer testimonials, video and more. Ensure your narrative is clear and compelling.
Ready to build your 2020 strategy for success? Talk to us: https://www.thegoods.io/hire-us
“Working with The Goods was was instrumental in positioning Evercondo in front of potential investors and industry stakeholders. PR was a strategic advantage that generated the hype we needed to get acquired.”