If you are a small UK based company it's fairly easy, but a multinational needs to take care that staff are informed at the same time. This could mean odd times of the day. Otherwise Jean-Paul in Paris office talks to Nigel in London and the story breaks before Hank in Chicago has fired up his PC.

Above all, keep knowledge of the deal to a minimum of people and prepare your statement with meticulous care - each sentence will be examined in great detail.

Have the statement agreed with all parties and, if possible, appoint a single spokesperson and ensure all media enquires are directed to that person.

Multinationals may need a spokesperson for each country, as media will want a local perspective.

Make sure all sides have decided if it's a merger or an acquisition and stick to it rigidly - this can be a cloudy issue, so clarify it from the start.

Bring a photographer to the final agreement - a picture can double the media coverage.

Avoid speculation by answering questions before they are asked. If you have a relationship with a PR company with acquisition experience, get them in early as they can help with the statements and press.

As with most PR, planning is the basis of success.

Clive Bartlett is a director of Saltwater Communications