Become A Change Agent

When it comes to M&A, the reality is that business isn’t just business. People enable a business to operate, and people have feelings and emotions, particularly about changes that are out of their control.

Communications managers should become change agents, and it is important that their approach is gently assertive from the outset of the process. If you plan to retire a brand that a founder has spent 15 years building, the approach and tone for communicating that change are crucial to avoid friction, and in the worst cases, resistance.