Defining and executing a strong communications strategy

Penta supported the acquisition communications of a global ecommerce retailer

Published 2024

Industry Retail

Keywords
  • North America
  • Retail
  • Communication strategy
  • Earned media
  • Social media
  • Board of directors

Situation

Penta was retained by a retailer ('the client') to support communications around its acquisition by a public company.

Penta's team was tasked with defining and executing a strong communications strategy.

Our Approach

Penta worked closely with the client's Board of Directors to develop and execute an overall communications strategy that factored in the interests of various existing individual investors and stakeholders.

Penta developed messaging around the value of the client's organization to the acquirer and the motivation for the sale.

Penta also developed:
  • a detailed timeline and collateral checklist
  • multiple press releases
  • internal and external announcements
  • social media posts

Impact

Penta worked closely with the acquiring communications team to develop an announcement video.

Ultimately, Penta facilitated an advance exclusive earned media interview and advised on an earned media strategy after a premature story speculated on details of the sale.

Despite unanticipated delays in the finalization of the deal, the communications strategy was executed as planned, and stakeholders and the acquirer responded favorably.

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