Case Studies
Communication During Mergers and Aquisitions
by Michael Zelenko, contributing writer
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
Choose Your News
Foster’s Group Ltd.
After a year-long integration program that brought Southcrop wine company into its fold, Foster’s Group became a world-leading drinks company. Yet the acquisition, the largest in Foster’s Group’s history, had to be approached in a sensitive manner in order to avoid an "us versus them" conflict. The organization did so by framing the move as an opportunity for a fresh start, and expressed this message through a financial results campaign entitled, Choose Your News.
Positioned for Growth: BAE Systems’ Reorganization and Acquisition of United Defense
BAE Systems Inc.
BAE Systems, an aerospace and defense company, developed a communication plan to facilitate the company’s announcement and execution of an internal reorganization following the acquisition and integration of another company. The aim of the plan was to provide comprehensive and timely information to all employees to ensure understanding and support. The plan successfully included briefing and cascade materials to prevent leaks and misunderstandings, companywide announcements, and support for business leaders in order to ensure employee awareness and understanding.
Conexus Merger 2006
Conexus
After agreeing to merge with four smaller credit unions, Conexus had less than one month to prepare members of all five unions to vote on the merger. The goal was to generate excitement and eventual support of the merger among members and union staff. The communication team informed key communicators, planned meetings and announcements, monitored member reaction, and created mailings for hesitant groups. Their efforts paid off.
PSEG Merger-Related Internal Communications
PSEG
In December 2005, PSEG, a successful gas and electricity company with a 100-year history, announced its intention to merge with Exelon Corporation. In order to ensure a smooth transition into becoming the largest gas and electric utility in the U.S., PSEG communicators realized that a dynamic and comprehensive communication program would need to be developed. Their communication plan successfully explained the reasons for the merger, generated employee support, communicated organizational changes, kept employees focused and clarified the intricacies of the process.
Awards are scheduled to be presented to the winners of the 2008 Gold Quill Awards at IABC’s International Conference, 22–25 June in New York City. View the 2008 winners.
The collection of all case studies from the 2007 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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