What do deals look like in a world of fast story making? Well, they now take place in a contested communications environment – the financials of a deal are no longer enough to guarantee success.

Business must speak to a greater number of societal goals and audiences, when they’re trying to get a deal over the line. You can be fighting a media campaign at the first hint of a leak and old school Financial PR methods are past their sell-by date.

At a minimum, companies must have a story on the following:

1

Behaviour

Explaining why rewards for senior executives are justified.
2

Livelihoods

Reassuring how parties who depend on the transaction for their income won’t be adversely affected.
3

The home nation

Show how the deal is good for the wider country.