This Purchase of Business Unit or Product Line Workflow will support you in writing a press release if your company is buying part of another company.

When you click Next> on the bottom of this screen, you will enter Publiqly’s Purchase of Business Unit or Product Line Workflow, which will show you how to write a press release using Publiqly’s five-step workflow structure. Here is a link to Publiqly’s Resource Library where we explain this workflow structure in more depth.

Picking the Right Workflow
Publiqly’s workflows are tailored to meet your needs in specific situations, so we recommend you to choose your workflow with care. Here are a couple of alternative suggestions:

  • If your company is selling or divesting a unit, click here.
  • If your company is buying another company in its entirety, click here.
  • If your company has a joint venture with another company, click here.

If the Purchase of Business Unit of Product Line Workflow is the right workflow for your needs, let’s get started…Click on the Next> button below.

 

STEP 1: PREPARATION

Preparation is everything when writing effective press releases. In this step:

  1. We help you gather all the relevant input from your colleagues and outside sources. These are the Building Blocks and the key part of preparation for creating a press release.
  2. Start by downloading two important documents that you need to write your announcement.

Building Blocks
As you can see, the questionnaire that you just downloaded is split in two sections: Facts and Narrative. These are the two key Building Blocks we distinguish when writing press releases. Understanding the difference between Facts and Narrative is key to using Publiqly’s platform. Here is a link to Publiqly’s Building Blocks section in our Resource Library where we dig deep into the distinction between Facts and Narrative.

It’s worth noting here, that we color code all Facts in green, and all Narrative in blue. This holds true for both our questionnaires and templates.

Using the Questionnaire
The Questionnaire provides you with all the questions you will need to ask your colleagues and other sources. In the Facts section, you find basic questions about the transaction. The Narrative questions are aimed at gathering additional information that you can use to turn your announcement into an actual story with news appeal.

Action Item: Start collecting your Building Blocks using the questions from the Questionnaire.

Click on the Next> button below to see how Publiqly teaches you to use the Building Blocks to fill in your template and start creating your press release.

 

STEP 2: CONNECTING WITH YOUR AUDIENCE

Finding a News Hook that resonates with your Target Audience is probably the most important part of your press release. If you can create a successful hook, you are more likely to garner interest from the media. Just announcing a purchase of a business is not enough of a hook. You should ask the question: Why should anyone care?

Target Audience:

Should your Target Audience be your local consumer if you’re in a small town, or should your audience be a sector within your industry? Or perhaps your ideal audience is your customer, or your suppliers? Only you can answer these questions. Ask yourself “Who are we writing this for?” Also ask if your audience will care about your purchase or acquisition?

News Hook:

Purchases and acquisitions happen every day. So your job is to tell readers why your announcement is more important than the others out there. Use one of the following two ideas to make the press release more interesting to your readers:

  • Tie Your Announcement to a Trend. Is your acquisition part of a new environmental trend or a hot emerging market? Are the two of you taking advantage of a new trend that you couldn’t do separate?
  • What’s Your Superlative? Is your acquisition the first, biggest, best in something? What’s the superlative you can hang your announcement on? You’re buying this other company for a reason so be sure to highlight to your readers why you’re spending good money on this acquisition.
  • Names Make News. In most cases the “Names Make News” hook is about a person, but if the company you’re buying is a famous or a popular brand, or comes with an iconic product, don’t hesitate to play up that angle.

Action Item: Choose a viable News Hook now and make sure that hook will resonate with the Target Audience you’ve decided to go after.

Be sure to take a look at Publiqly’s 10 Most Powerful News Hooks page here for additional ideas.

 

STEP 3: WRITING THE TOP

In this step, we will show you how to write the Top of the press release: the headline, the 1st paragraph (also known as the lead) and the 2nd paragraph. The Top of your press release is the most important part of your announcement.

Writing the Top
    • The Headline: We recommend writing your headline using the simple structure of Subject, Verb and Object and writing it in the present tense. In the case of a sale of a business, your company is the Subject, sell is the Verb and the buyer is the Object. These Facts are part of your Building Blocks. You can add some Narrative to the tail end of the headline. Here is an example of a sale of a company announcement headline from a fictitious law firm McMahon & Williams: 
       McMahon & Williams to Purchase Top Paralegal Services to Create One-Stop Legal Shop

Action Item: Plug your headline into your template now, following our example above.

    • First Paragraph: This is where you rephrase the headline in the form of a full sentence. Remember press releases are top heavy — lead with the news and don’t bury it. Here is an example of the first paragraph of law firm McMahon & Williams acquisition of Top Paralegal Services: 

      McMahon & Williams, one of the largest U.S. law firms, announced today that it will acquire Top Paralegal Services Inc., a provider of specialized paralegal and legal secretarial services, so it can offer one-stop shop legal services to its clients in an expanding marketplace.

Action Item: Plug your Facts into the first green section of your template now. Use your Narrative building blocks to add some color in the blue section of the first paragraph.

    • Second Paragraph: The second paragraph is where we offer Facts that back up the first paragraph, include more features and “bells and whistles” of the purchase by your company. But then we quickly introduce some more Narrative and begin to explain why these benefits are important to your customer. Here is an example of the second paragraph of law firm McMahon & Williams’ acquisition: 

      McMahon & Williams offers high-quality legal advice to its clients, but it has never offered paralegal services because it has always left that offering to paralegal firms. McMahon & Williams Principal and Chief Executive officer Donald McMahon said the sale will close Feb. 1.  The industry of paralegal services has grown 10 percent annually in the past five years and customers are asking for one-stop law and paralegal services, according to recent statistics.

Action Item: Begin plugging in some additional Facts followed by some more Narrative.

 

STEP 4: WRITING THE BODY

In this step, we help you write the Body of the press release — the third and fourth paragraphs, as well as the Bottom of the press release.

Body: The Body of your announcement will put the news into context and explain how the news fits into the company’s story, how it plays into trends and why readers should care. Here you’ll circle back to the original Narrative you touched on in the headline and first paragraph.

  • Third Paragraph: Quote from your company’s chief executive officer or another high-level executive that backs up the importance of this acquisition. This quote is almost entirely Narrative and is colored blue in the press release. Here’s our example of a fourth paragraph quote from McMahon, the CEO of McMahon & Williams:
    “Our customers asked for a one-stop legal shop that would offer our high-level legal services as well as legal secretarial and paralegal offerings,” CEO McMahon said. “We originally wanted  to keep these parts of the business separate but paralegal offerings have become more and more important to our clients. This acquisition became an obvious pairing.”

Action Item: Plug your quote into the third paragraph of your template, which continues the Narrative (blue).

  • Fourth Paragraph: This is where you put the news into context and elaborate on how the sale plays into market trends. The fourth paragraph is almost entirely Narrative, backs up your first paragraph, and answers the question “Why is this news is important?” Below we continue our example of McMahon & Williams and the fourth paragraph puts its sale announcement into context:
    McMahon & Williams is seeking to expand its paralegal services because it previously focused only on legal work. Top Paralegal has provided services for more than 13,000 customers since its founding. CEO McMahon said he decided to acquire Top Paralegal because he could see more opportunities to expand sales with our current and prospective client base.

Action Item: Plug your Narrative into the blue section of the fourth paragraph. Remember this is one of the most important paragraphs of your sale announcement and should focus on why this news matters.

Bottom: It’s worth noting that many people writing press releases feel they have to jam-pack their release with lots of facts, quotes and extraneous information. Simply put, your announcement needs to be short and sweet and catch a journalist’s eye. If it’s too long it will be ignored. Six paragraphs are all that you need.

  • Fifth Paragraph: The fifth paragraph explains other reasons why the news is important and continues the Narrative and expands the story. The fifth paragraph follows the same line of thinking as the fourth paragraph and expands upon it in more detail. Continuing our example of McMahon & Williams’s acquisition of Top Paralegal, you’ll see some more Narrative about why this announcement matters:
    McMahon hadn’t previously been providing any paralegal services to its clients. Top Paralegal is the fifth-largest paralegal services company in the U.S. They are known throughout the legal community of the country for their unique customer base and the level of outstanding service.

Action Item: Plug in more Narrative to the fifth paragraph of your template.

  • Sixth Paragraph: This is where you place the final wrap up of details about the sale of the company announcement. Here you may introduce a final detail about the sale itself, as well as the logistics of the sale. This section is the final Facts section and it’s often a good idea to wrap up this section and the entire press release with a wide and sweeping pithy quote from your main executive that is forward-thinking and installs a call to action to the customer and reader eg, reminding them when the new company will be formed! This section is green in your downloaded template. And, finally, we wrap up our example of McMahon & Williams’s acquisition with some closing facts and a fun quote from our fictitious owner Donald McMahon:

    McMahon & Williams will retain all 17 employees in Top Paralegal Services, including Paralegal owner and CEO John Buenos. Top Paralegal employees will become a separate unit within the law firm. “We are extremely excited about this partnership. It really drives home a great story for our clients,” McMahon said. The acquisition will close on May 1 and customers will immediately be able to purchase paralegal services directly from McMahon & Williams.

Action Item: Here you should plug the final paragraph of Facts into the bottom green section of your template.

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