LBO and PR : The keys to building a public relations strategy around an LBO

 Edenred, Toys “R” Us, Skype, Moncler… These companies have one thing in common: several journalists have covered their LBO in the press. How can you ensure that the media relay this information? To achieve this, explains Sophie Chateau, Partner and Head of Investor Relations at LBO France, “the LBO operation must be treated like any other corporate news and integrated into the company’s overall communication and PR plan.” But succeeding with PR around an LBO requires preparation. Our experts share their best practices.
 

When should you communicate about an LBO?

Deploying a PR strategy around an LBO depends on several factors. “Generally, I launch the campaign once the transaction is finalized and effective. But it also depends on the investors’ communication schedule and how information is managed internally. Before communicating publicly, it’s essential that the CEO inform employees about the change in ownership and that all involved parties are ready to relay the information,” explains Bérengère Beaujean, Communications Director at Weinberg Capital Partners.

Other criteria must also be taken into account, adds Sophie Chateau of LBO France: “In the case of a company buyout, it may be necessary to submit a request to competition authorities. You need to wait for this notification to be completed and verified. But generally speaking, communication takes place once the purchase is finalized.”

The timing of the PR campaign can also be influenced by external events: “For example, if the announcement of an acquisition coincides with a recurring news cycle, I capitalize on that highlight to ‘boost’ our visibility. This opportunistic approach helps capture journalists’ attention by aligning the campaign with topics already present in the media,” says Bérengère Beaujean.

How to target the right media to highlight an LBO?

When a press officer develops a PR strategy for an LBO, the approach is no different from any other corporate announcement, says Bérengère Beaujean: “My mission remains the same. I monitor, research, and investigate to identify the right journalist.”

In practice, “when communicating about an LBO, I aim to obtain the widest coverage possible, contacting both private equity–focused media and more general outlets. Recently, for example, we communicated about an external growth operation by marcel&fils, an organic retail chain, which acquired another company, Bio&Co. In that case, I also targeted journalists covering organic products, food, consumer issues, and retail.”

Typically, communication around LBOs is done “mainly by sending press releases to journalists,” says Sophie Chateau. “Press releases are published on our company website, on LinkedIn, and sent to the media,” adds Beaujean. What works best with journalists, she notes, “are exclusives. They usually put the article on the front page of their site or in their newsletter, which guarantees much stronger visibility. However, some media pay close attention to the size of the investment. Below a certain amount, some will not pick up the information.”

Making press releases accessible

The real challenge for press officers in private equity is making technical messages easy to understand: “At Weinberg Capital Partners, we invest in companies across various sectors, including defense. Writing ‘high-precision mechanics’ in a press release is abstract. We must therefore be educational and simplify technical terms, even for journalists in the field. Press releases must be accurate, clear, and understandable, while offering an angle that appeals to the target audience,” explains Beaujean.

For Sophie Chateau, communication around an LBO should not be limited to the announcement itself. Broader work is needed: “For a long time, LBO operations were poorly perceived. Financial investors were seen as vultures. That’s no longer the case today, but educational efforts must continue. The key is to explain that becoming a shareholder can bring positive benefits to the company’s development, such as job creation. The LBO shouldn’t be viewed merely as an acquisition or disposal announcement but as an opportunity to convey a positive message about the company’s transition and future.”

Reactivity as the key to efficient PR

Finally, for an LBO-related PR campaign to be truly effective, reactivity is essential, says Beaujean. “PR helps highlight the company and give visibility to its operations. It is also a way to attract potential new investors, showing them the dynamism of our company and the relevance of our investments. If we’re not reactive and efficient enough, we fall off the radar, leaving the spotlight to others. For me, PR is a key lever of visibility and credibility that must be developed over the long term.”

Ultimately, as our experts explain, successful PR around an LBO is based above all on delivering a clear, understandable message at the right time and to the right media. When well executed, PR becomes a genuine leverage tool for visibility and credibility, supporting the company’s broader communication strategy.


Read also : 

• Maïwenn Régnault (Oxygen RP): “In the U.S., journalists want exclusives—factual, direct, and evidence-based.”
• Pascale Barillot (Association Communication Publique): “We cannot afford mistakes.”
• Gaëlle Dupont (Le Monde): “Communications professionals need to understand our constraints.”