Acquired a business/service and want to let the media and people know? An acquisition announcement press release is the way to go. However, there are many subtle aspects to it that can influence the reach and coverage of the acquisition. In this article, we have brought together all the aspects that are required for a successful acquisition PR along with writing and distributing tips, template and example.
Aim: A press release announcing an acquisition can be deemed successful only if it gets good visibility online. To ensure this, combining the right knowledge of SEO optimization along with distributing through quality-tier networks is the most important. We have discussed the process of selecting quality-tier networks later in this article.
Sample Template: A sample template that can be used for this purpose is given below:
FOR IMMEDIATE RELEASE
[Headline] /*use company name + attractive news angle*/
[Sub-heading] /*A summary of 2-3 sentences. Some sites require it*/
[Location City], [Date]. The [Operation area] business, [Business name 1], has recently acquired [name of the acquired business], [small description of the acquired business]. The announcement was officially made on [date and location]. Acquisition efforts were in process since [aproximate number of months, days]. [Reason for acquisition]. The deal was finally signed on the date [date].
[CEO/President name of the acquiring company], [Position in the company], said, “[Quote]”. He further added that “[Quote]”.
The recent acquisition of [name of acquired business] is in line with [acquiring business] strategy to [mission]. [Expected outcome of acquisition]. [Impact on the customer, investor and industry].
[CEO/President name of the acquired company], [Position in the company], said, “[Quote]”. He further added that “[Quote]”.
About [Business Name]
[Put Mission + Vision + business partners. 3-4 sentences max].
[Email address] /*official email, not free ones like gmail, yahoo*/
[Location city and state]
Advantages of an acquisition press release
An acquisition press release can provide the following advantages to your business:
New Investors and Partnership Opportunities
An acquisition is one of the key factors which indicate the growth potential of a company. An acquiring company indirectly boasts its market influence. If the announcement of acquisition finds the right platforms for coverage, it can open doors to new partnerships and investing opportunities.
Increased Market Credibility
Looking for ratings and news about a company online is a common trend nowadays. When people come across news stories announcing acquisition by the intended company, they get a good impression about the company. Furthermore, journalists while writing a story about a company often cite recent acquisitions made by a company which adds to its credibility. It adds to the brand value of the company.
Even though most press releases use “no-follow” linking attribute nowadays (SEO term), the overall link portfolio is a crucial ranking factor. When many reputed sites link to the company website, it helps in boosting its rank up in search engines too which in turn helps in getting more clients to the business.
The Chain Advantage
High authority press release platforms are frequently visited by journalists, industry-specific bloggers and industry experts. This increases the chances of the press release being covered by other leading news portals and blogs too, thereby, causing a chain reaction and bringing more traffic to the website.
Some important pointers for framing an acquisition press release
We have listed some important factors that you must keep in mind before sending out your acquisition announcing content for publishing.
1. Write in third person
This is a general guideline that applies to all types to press releases. Press releases must be written in the third person only. It means that you cannot use the words like I, We, They etc. The only exception to this rule is the quote section where direct reference can be used.
2. Headline or Deadline
A headline is a big game-changer in a press release. Most people who come across a press release (journalists, industry experts) have just little time to scan through individual releases among hundreds of press releases appearing on their feed every day. This makes the competition tough. The headline is the kingpin in this game and it can be used wisely to gain attention and greater coverage. Once it gets attention, it stands chances of getting published on much more reputed sites and specific blogs that can bring a significant advantage to the distribution.
The headline length must be short while keeping it catchy. One must devote more time in coming up with a good headline than framing the main body of the press release.
3. Simple is Better
Even though some people might think that using industry-specific words and jargons adds to the richness of content, it is not the case in a press release. End users coming across press release are not subject-matter experts and they need to be communicated in a simple and flawless manner. Make things simple and get more reads and interest. The only exception is when you try to target only a subsection of experts in the same industry.
4. Format it Right
For many low and medium-tier distribution platforms, they do not pay much attention to formatting errors but the real quality platforms do not accept it. Most people who do not know much about the PR distribution system get amazed by the quantity i.e. the number of sites where the press release appears. However, businesses who know the difference between high and low-tier platforms know that gaining visibility through press release is more of a quality game than a quantity game. If you strive for quality placements, pay attention to formatting (and of course right distribution).
5. Answer Basic and Common Questions
Even though press release is a short form of content, it must not miss the basic questions like who, what, why, where, how, etc? If it lacks basic information, then most likely it will not get good coverage.
6. Do Not Level Charges on Competitors
After the acquisition, the company portfolio and strength is most likely bound to increase, but this must not become an opportunity to accuse or level irrelevant charges against the competitors. Most PR platforms outrightly reject any press release which they deem to be of insulting or accusing a competitor. This is because once the press release gets distributed to hundreds of platforms, it is near to impossible to edit it later due to which any wrong information can cause legal repercussions on the publishing platform too.
7. Use Media Contact Properly
The media contact added at the end of a press release (person name, position, email, phone, location) is used by many people for various purposes. Journalists may use it to find more details about the acquisition. Investors may use it to find more about investment opportunities and decisions. Potential customers may use it for clarifying more details etc. So the details used in this section must be of a person who can actively attend to queries forwarded at this number and email. Using details of a basic reception or support staff is not wise as it can cause delays and possible loss of communication.
8. The Right Outlets for Distribution
With plenty of distribution options, it is easy to get confused. Using a distribution partner based on the number of sites covered is the most common mistake of many companies and businesses. When it comes to PR distribution, quality matters. There is no use in getting placed on 100’s of sites that are never visited by any real person. Instead one must aim for top names like Yahoo Finance, Yahoo News, Associated Press, Market Watch, LA Weekly etc. Only a few authority sites rank well in search engines and are therefore relevant for distribution.