When a company completes an acquisition, it justifies the issue of a press release to inform the media about the news. Both the purchase and gaining control of another company or entity is a big deal ...
When a company completes an acquisition, it justifies the issue of a press release to inform the media about the news. Both the purchase and gaining control of another company or entity is a big deal for a business, and it could mean expanded growth and market share.
To truly capitalize on this momentous achievement, you should notify industry reporters who could provide media coverage on the announcement. To do that, both quickly and effectively, the easiest way is to write and submit an acquisition press release.
In this guide, we’re going to share everything you need to know about drafting, formatting, and distributing a business acquisition press release, as well as answer these key questions:
Why should you issue a business acquisition press release?
A press release is a PR strategy tool with lots of benefits. A short written announcement, press releases are pitched to multiple media outlets to relay recent business news. The ultimate goal of a press release is to generate coverage to boost brand awareness, SEO, and PR.
The most important thing to take into consideration in preparation for issuing a press release is, every press release must be “newsworthy.” That is, the announcement has to have a kind of greater meaning and media contacts must feel that the news is a good fit for their outlet.
With that in mind, a business acquisition is a big deal, and would definitely be deemed newsworthy. Many journalists covering a relevant sector would likely consider reporting on an acquisition, as it signals growth within a company and a potential change to the market.
Issuing a press release can clear up any uncertainty also, and can ensure your ability to take control of a public narrative by leading with your side of the story.
There’s also many ways to produce a press release. Many companies rely on PR agencies, while others produce their own. This guide is geared toward the latter subset, providing all the tools needed to craft an impressive business acquisition press release.
What will make a business acquisition press release compelling?
Before we get to the craft of a press release, we’re going to review its foundation. The single most effective way to ensure your press release has the desired impact on readers is to make sure that it addresses the “5 Ws”—who, what, when, where, and why—right away.
Since these compose the bare essential of your announcement info, it’s wise to have these questions answered before you even begin a press release draft.
Clarity on the 5 Ws can also help inspire you when it comes to devising a catchy headline for your press release, and inform the overall structure of the press release as well.
Who: Identify the companies involved in the acquisition. An acquisition press release is commonly written from the point-of-view of the acquirer.
What: Describe the business acquisition and name the businesses involved.
When: Specify the establishment of the acquisition and the time frame for completion. You can also issue a press release when said acquisition is complete.
Where: If your industry is specific to a region or country, make that clear. Location helps reporters identify if the news is relevant to their readership.
Why: Explain why the acquisition matters in a wider scope, and why it should be covered in the news.
How do you write and format an acquisition press release?
Before you really get started, it’s worth noting that journalists receive lots of press releases. In fact, you’ll be lucky if a contact dedicates even a few minutes to scanning yours.
That’s why it’s essential to make sure your press release follows a PR industry-standard format. Failing to do so could mean your press release getting passed over altogether.
We realize business leaders are busy, perhaps with more important things than the fundamentals of a press release. But, if you get the basics down pat this first time, you’ll make generating press releases increasingly easier for yourself going forward.
A press release is short and to the point, never much longer than a page in length. They are generally laid out similarly to a news article, with a clear and catchy headline, subheading, and answers to the 5 Ws within the first paragraph.
The importance of the relevant information presented clearly at the opening cannot be stressed enough. You don’t want to make a journalist read all the way to the end paragraphs to discover the name of the company you’ve acquired—trust us, they won’t make it that far.
To avoid this, press releases are structured like an “inverted pyramid,” which puts the most important information at the top and the rest in order of its relevance.
Below is a standard format for press releases, and should be the blueprint for your own.
Title: Explain the acquisition announcement and identify the companies involved.
First paragraph: Address the 5 Ws within the paragraph to capture reader attention.
Second and third paragraph: Go into detail on the acquisition—think key players. Also, place the announcement into a wider industry context.
Fourth paragraph: Include a quote from senior leadership. Given there’s two parties involved, perhaps a quote from each company CEO.
Fifth paragraph: Conclude your press release with supplemental details. You can also include a CTA.
Boilerplate: A boilerplate is a standard part of any press release, a short paragraph that shares information about your company. In the case of an acquisition, this press release might include a boilerplate for each company involved.
Contact info: Provide name and email address of the individual who will handle press queries. You can also provide phone number, but it’s optional.
Some press releases might also include visuals or hyperlinks to increase engagement. In this case, it might be a business logo(s) or a photo of personnel involved with the acquisition.
Pro tips for press release writing
Well, we’ve nailed the press release layout, but we’re not done. There are plenty of professional pointers that can help you make your good press release better.
Check out these quality insider tips from our PR gurus about the art of press release writing:
Keep it short. Ask yourself how many articles you’ve read until the end. Remember, a short and concise press release that gets to the point is more likely to retain readers.
Write it like a news article. Flex journalistic muscles. Basically, you write the article for a journalist you’re pitching—meaning even more of a chance it’ll get picked up.
Write it in third person. A press release announcement is relayed from the perspective of an independent observer, meaning written in third person.
Keep the prose neutral. This isn’t a sales pitch! A press release is like a news article, meaning it needs to be neutral. Maintain a serious and restrained tone throughout.
Think about target audience. You’re probably aiming to reach business readership. But if you want to also connect to the general public, refrain from industry-specific terms.
Consider media outlets. Familiarize yourself with the publications you intend to pitch to and the work they publish. It will give you insight into whether the outlet will be interested in your announcement.
Examples of acquisition press releases
Acquisitions happen all the time in the business world, so there are plenty of examples of actual press releases issued by companies that you can look to for inspiration.
Below, we’ve compiled a short list of recent acquisition press releases we think fit the mold.
Premium Aged Domain Provider Odys Global Has Acquired JuiceMarket.com
Published on GlobeNewswire, this press release primarily celebrates the JuiceMarket’s company founder taking on special projects for Odys Global and helping the business grow. Read the full press release here.
U.S. Bancorp to Acquire MUFG Union Bank
Here’s an example of a press release announcing an upcoming acquisition after both parties agreed on the terms. As it deals with financial bodies, it also states the exact price tag of the acquisition right at the top. Read the full press release here.
Template for an acquisition press release
Looking for more inspiration to write a business acquisition press release? Look no further. Follow this link to download an acquisition press release template.
Looking for more coverage options, check out our other press release guides:
This tends to be a preferred method for smaller companies looking to develop working relationships with media contacts.
To distribute your press release DIY style, you need to locate and compile a list of email addresses for reporters and editors to then pitch them your press release. Though it may sound time consuming, it can work wonders for building a contact database.
Newswires can also often syndicate your news on partner platforms, a popular method for press release distribution. But companies need to remember this strategy can be costly and leaves issuers with little control over who the press release is sent to.
Press release distribution timing
As we’ve mentioned, you might issue a business acquisition press release as soon as the acquisition terms have been agreed upon, or after the acquisition is complete. If you’re a major company you might even share a press release to mark both milestones.
But timing a press release is everything, and remember the importance of newsworthiness. That is, you want to make sure the acquisition is a sure-thing and will have a positive impact on your industry.
Wrapping up on business acquisition press releases
If you’ve made it to this point in the guide, congratulations! You are ready to craft the perfect press release with all these new tools at your disposal. But, it could also be that you want to focus on other things for your business—well, fret not, we can help. Intelligent Relations offers a wealth of services, from press release drafting to pitching, as well as larger-scope PR, that can help ensure your strategy is on point.
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