PR Best Practices for Navigating an Acquisition — Yours or Theirs

One day, your sales team is selling the latest tools and solutions; the next, they’re fielding questions about an acquisition—whether it’s yours or a competitor’s. Either way, everything shifts: market perception, team morale, and customer confidence.

When your company is acquired, it’s critical to have a clear, proactive communications strategy. People will want to know: What does this mean for your customers? Is your leadership team staying? Will service levels or pricing change? Address these questions head-on, or others will answer them for you.

At the same time, if a competitor is acquired, it introduces a different set of challenges and opportunities. Internally, your team may wonder how the acquisition will affect your company’s competitive standing—whether it strengthens, weakens, or reshapes your position in the market. Externally, customers and partners may be looking for reassurance and comparison.

Have a Plan and Lead with Clarity

Whether it’s your company or a competitor being acquired, the objective remains the same: communicate with clarity, confidence, and credibility.

Start by developing a clear, coordinated plan. Begin with a one-page internal brief outlining your messaging stance, key talking points, and immediate next steps. Then, communicate with your internal team—they are your most important audience. Brief them early so they understand leadership’s perspective and know how to speak to customers, partners, and prospects. A well-informed team ensures consistency and builds trust across every interaction.

When Your Company Is Acquired

Handled thoughtfully, an acquisition can strengthen your brand reputation. Here's how to own the narrative:

• Issue a Joint Announcement Collaborate with your new ownership team to craft a confident press release that emphasizes continuity, customer value, and shared future goals.

  
  

• Host Team Briefings Give employees the opportunity to hear directly from leadership. Transparency minimizes speculation and strengthens morale.
  

• Communicate With Customers Reassure clients with a personal, direct message. Emphasize what’s staying the same, what’s improving, and how they’ll be impacted.
  

• Engage With the Media Offer executive interviews or contribute op-eds to shape the public narrative, emphasizing the strategic value and growth potential of the acquisition.
  

• Celebrate the Future Use this milestone to showcase expanded capabilities, new leadership, or upcoming investments.
  

Handled with clarity and confidence, an acquisition doesn’t have to be disruptive—it can become a launchpad for stronger market positioning.

PR Strategies When a Competitor Is Acquired

When a competitor is acquired, especially a notable one, the pressure to respond can be significant. This is your moment to project confidence and stability. Some effective tactics include:

• Letter to the Editor or Blog Post Share your company’s recent achievements and vision. Keep the focus on progress—not the competition.
  

• Media Q&A Offer commentary on industry trends and your market position.
  

• Webinars and Virtual Events Spotlight your roadmap, innovations, or customer wins. These events signal leadership and forward momentum.
  

• Customer Testimonials Feature loyal customers who can speak to the value you deliver. Peer validation carries weight during uncertain times.
  

You can also take the opportunity to highlight your track record—especially if your company has grown steadily through consistent leadership or investment. Reinforce your long-term strategy, commitment to service, and ongoing innovation. That’s what customers look for when the market is shifting.

Why Ongoing Communication Matters

A common mistake? Only showing up when there’s a big headline.

If your audience only hears from you in response to a competitor’s acquisition—or your own—you risk sounding reactive or opportunistic. Instead, build a consistent, year-round communication strategy that includes:

• Press releases for product news, milestones, and updates
  

• Customer case studies and success stories
  

• Regular, thoughtful social media activity
  

• Blogs and newsletters that share insights and expertise
  

When your brand communicates regularly, your voice already carries weight. In moments of market disruption, your response will feel like part of a steady conversation, not a sudden shift.

Be the Voice the Market Expects to Hear From

Trust isn’t built in a single statement. It’s earned over time.

The companies that emerge strongest from moments of change aren’t the ones scrambling to get noticed—they’re the ones the market was already listening to.

Need help shaping your communications strategy during a period of change? Book a discovery meeting with our PR experts at www.acepublicrelations.com/book.