Great Lakes Wire

Mergers and acquisitions (M&A) can significantly change the direction of a business. The process often brings uncertainty, making clear communication important for a successful transition.

A well-structured communication plan is necessary to keep the M&A process organized, protect sensitive information, and ensure stakeholders are informed at the right time. While separate from integration strategies, communication plans are closely linked to them and can affect employee morale and public perception.

According to Linda Olejniczak of ASE, there are five main steps in building an effective M&A communication plan:

First, organizations should define their goals for communication. This includes deciding whether the aim is to shape public opinion, maintain employee trust, or manage media relations. Identifying these objectives helps determine how messages will be delivered.

Second, it is important to map out all audiences involved in the deal. Different groups—such as employees, customers, suppliers, investors, and media—require tailored messaging based on what they need to know and when.

Third, companies should set trigger points that determine when each audience receives information. These could include key milestones like contract signings or regulatory approvals. Trigger points help avoid sharing details too early or causing unnecessary disruption.

Fourth, developing a clear narrative is essential. For example: "For employees, it might focus on stability; for suppliers, continuity; and for the acquiring party, strategic growth." This central message should remain consistent across all communications.

Fifth, selecting appropriate channels ensures messages reach their intended recipients effectively. Communication methods may include emails, meetings with leadership teams, official announcements or press releases. Assigning designated spokespeople also helps prevent confusion.

Olejniczak also offers additional advice:

"Maintain Employee Confidence: Delayed or unclear messaging can fuel rumors and attrition. Consider NDAs or phased communication to reduce disruption while preserving transparency when appropriate."

"Gather Feedback: Once communications begin, actively listen to questions and concerns. Adjust your messaging to address what your stakeholders care about most."

"Prepare for Conflict: Anticipate tough questions or resistance and plan how you’ll respond. A calm, prepared approach preserves trust and keeps negotiations steady."

A strong M&A communication plan relies on careful timing and clarity throughout the process.