Effective Public Relations For Key Mergers And Acquisitions
Cadbury, a quintessentially British brand has taken centre stage in the business press over the last couple of weeks
. The cultural resonance in the life of the nation means that changes in the ownership of Cadbury have an impact beyond the purely financial.This very fact presents a demand for people involved in reputation management, PR Consultancy and media relations -not least the branding industry who after the top dogs have battled out the best deal, have the unenviable task of translating the benefits of the merger or acquisition to loyal consumers, shareholders and employees.
Effective public relations is the key asset here. So, while the business and financial imperatives driving the deals are clear-cut, the potential damage to the brand involved has to be understood and managed by the people who know best.
This starts with the people who make these brands possible the workforce. Issues of job security pay and conditions are vital in ensuring the willingness of staff to embrace change and to remain genuine advocates for their brands. That advocacy is a fundamental pillar in any brands long-term health.
Brand Agencies are pivotal in this. PHA Media client and Top European branding agency1HQ are at the forefront of delivering advice to major brands. They say Corporate ownership, and in some cases investment in brands, is not always good news for consumers. Accepting the corporate dollar inevitably calls into question the independence of the brand and, in turn, its ability to go on offering consumers a distinctive alternative. At worst, it can appear as a wholesale abandonment of founding principles.
PHA Media PR Consultancy advises that effective public relations are about being open and honest about the meaning of the deal. Reassuring staff that they will be cared for is pivotal as well as monitoring media relations thoroughly and putting in place crisis management strategy well in advance. If this is done damage limitation is in place and the brand heart and its advocates can be confident that the beliefs and position in the brand have not been replaced.
Kraft will have a particularly difficult time assuring the British public that their much loved British brand wont be diluted. Already public relations have been stretched when Felicity Loudon, granddaughter of Egbert Cadbury, said that Kraft makes her think of plastic cheese. These negative comments need to be managed better by both Kraft and Cadbury to make sure that the best deal will also be met with the best support from the most important people of all the consumers.
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