Corporate Mergers: Key Steps for an Effective Press Release

Announcing a merger with impact

A corporate merger, especially one that creates a new entity with a unique name, is a strategic moment in financial communication.
Often complex, it involves multiple companies and significant organizational, financial, and strategic information.
To be effective, your press release must be clear, structured, and tailored to your audience.

1. Adapt the message to the context

Geographical and media context influences how you write.
If an Algerian company merges with a Cameroonian business and you are addressing the Algerian press, highlight the local player.
The same principle applies elsewhere: emphasize the company most familiar to the target audience.

2. Title: actors and new entity

Include both companies and the name of the new entity.

Example:
\"La Laitière from Senegal and Sobolait from Burkina Faso merge to create La Laitière SA, the new West African dairy leader.\"

Key: stay concise while including the actors, the action, and the outcome.

3. Introduction/lead: key figures and strategic scope

Below the title, summarize economic positions and anticipate the merger’s impact.

Example:
\"The second-largest dairy producer in West Africa with 10,000 tons annually, La Laitière strengthens its regional presence by integrating Sobolait (4,000 tons per year). Together, they aim for 20,000 tons within two years.\"

4. Present the companies

In the first paragraph of the body:

• History

• Activities

• Economic data (revenue, staff, operating regions)

Example:
\"Founded in 1940, La Laitière employs over 2,000 people in Senegal with annual revenue of 4 billion FCFA. Sobolait, a young Burkinabe player, generates 2 billion FCFA with 4,000 tons of milk per year.\"

5. Concrete outcomes of the merger

Detail:

• Reorganization

• Governance

• New objectives

• Expansion

• Product/service evolution

Include executive quotes to humanize the message:
\"This merger is an opportunity to consolidate our strengths against international competition while reinforcing our local roots,\" says Ms. X, CEO of La Laitière.

6. Actors and financial details

Include:

• Stakeholders (consulting firms, lawyers, experts)

• Financial amounts and arrangements (if possible)

Example:
\"The transaction, valued at 6 billion FCFA, was supported by the firm XYZ Africa.\"

7. Practical information and contacts

End with an “About” section for each company:

• Name

• Date of creation

• Location

• Leadership

• Mission

Add press contacts: name, email, phone.

Strategic leverage

Writing a merger press release requires rigor and consistency.
With a clear structure and an appropriate tone, you maximize your chances of high-quality media coverage.
To enhance impact, accompany your announcement with a media kit and explanatory visuals.