A Finnish family-owned industrial group had decided to divest its largest business and subsidiary in line with its ownership strategy. The divestment had been in the pipeline for a long time, and the signing of the transaction agreement was finally approaching.
The company was already familiar with Paja, as we had previously supported one of its business areas with strategy communications. Our assignment included planning and executing both external and internal communication for the project. We prepared a concrete communication plan, key messages, both press releases, and presentation materials in Finnish and English, as well as a Q&A for the spokespersons.
In planning the communication, it was crucial to consider the confidentiality of the transaction and the need to keep the information within a small inner circle. The guiding principle in planning the communication measures was the staff’s likely sensitive attitude towards divesting from the group’s traditional business. Equally important was ensuring a flexible transition period during the ownership change and the entire transformation process.
"The communication planning started smoothly right away, thanks to the excellent and thorough briefing we received from the CEO. Our collaboration was open and straightforward throughout the process. Even though the project schedule was extended and things changed on the fly, we achieved a good outcome together.
Johanna Nykänen
