Communicating Through a Merger or Acquisition | Brad Kostka of Roopco

Why do so many mergers and acquisitions fall short, and how can communication help? Brad Kostka, president of Roopco in Cleveland, Ohio, joins Abbie Fink and Dr. Adrian McIntyre to talk about communication strategy for buyers and sellers at every stage of an M&A transaction. 🌐 Season 4, Episode 8 • Originally published as an audio podcast on April 18, 2024. 💻 Full episode notes and transcript: https://prgnpodcast.com/episode/commu... Brad cites estimates that 70 to 90 percent of deals fail to deliver what was planned, and poor communication is one of the reasons. Owners who hope to sell and retire in six months usually need much longer, he says, and they have to package and market their business for the right buyer, whether a strategic competitor or a private equity firm. Acquirers who build a reputation as a good home for family and entrepreneurial businesses can find deals of their own and avoid auctions. Brad walks through deal sourcing, due diligence and the announcement, when employees and major customers need to hear the news first and managers need answers ready. He and Abbie also argue that a communication advisor belongs on the deal team, alongside the lawyers and accountants, working in step with the advisor on the other side. KEY TAKEAWAYS • Communication gaps are one reason so many mergers and acquisitions fall short of expectations. • Sellers need to package and market their business for the most likely buyer, whether a strategic buyer or a private equity firm. • A reputation as a good home for family and entrepreneurial businesses can bring acquirers proprietary deals outside the auction process. • Tell employees and key customers before the public, and prepare managers to answer the question “What does this mean for me?” • Communication advisors on both sides belong on the deal team and should agree on shared language. --------------------------------------- ABOUT THE GUEST Brad Kostka is president of Roopco, a strategic content marketing and public relations agency in Cleveland, Ohio, that helps B2B manufacturers and financial services firms increase awareness, generate qualified leads and close sales. Over a nearly 30-year career he has counseled organizations from global public companies to local startups. His work has earned six Silver Anvils from the Public Relations Society of America. • Learn more: https://prgn.com/agency/roopco/ • Connect with Brad:   / bradkostka   --------------------------------------- ABOUT THE HOSTS Abbie Fink is president of HMA Public Relations, the oldest continuously operating PR firm in Arizona and a founding member of PRGN. • Learn more: https://prgn.com/agency/hma-public-re... • Connect with Abbie:   / abbiesfink   Dr. Adrian McIntyre is an anthropologist and communications advisor specializing in the marketing and selling of expertise. He is a founding partner at Speed of Story, where he helps entrepreneurial experts and boutique firms clarify their positioning, package their intellectual property, market their premium services, and get paid for their thinking, not their time. • Learn more: https://adrianmcintyre.com/ • Connect with Adrian:   / adrianmcintyre   --------------------------------------- CHAPTERS 00:00 Podcast Intro 00:59 Meet Brad Kostka of Roopco 01:18 Communicating While Preparing a Business for Sale 02:24 Why So Many Mergers and Acquisitions Fail 03:30 Packaging and Marketing Your Business to Buyers 06:15 The Phases of a Deal From Sourcing to Closing 09:51 Announcing the Deal to Employees and Customers 10:55 Who Needs to Know During Due Diligence? 12:36 Preparing Managers to Answer Employee Questions 14:23 Why Communications Advisors Belong on the Deal Team 16:37 Podcast Outro --------------------------------------- 🌐 PRGN Presents features conversations with members of the Public Relations Global Network. No matter where you do business, there is a PRGN member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you: https://prgn.com/pr-agencies/