The Real Deal

FGS Global has been named number one in Mergermarket’s H1 2025 PR league tables, advising on 233 deals worth nearly $360 billion. Here are the trends we are helping clients navigate amid an evolving regulatory landscape and increased scrutiny from shareholders, the media and other stakeholders:

1. Engage earlier: Communications advisors should be brought into deals as early as possible - ideally as part of the due diligence process. Early engagement allows companies to identify reputational or regulatory challenges, craft cohesive narratives and align communications across internal and external stakeholders.

2. Tailor by sector, with a global view: Technology, healthcare and financial services sectors are particularly active but potential public scrutiny and regulatory oversight remain top of mind overall, and many transactions today have a global element. Communications strategies must address these pressures while clearly articulating value creation and growth potential and compliance.

3. Manage distressed deals: Restructuring, liability management and other distressed M&A transactions are on the rise. Messaging in these situations must reassure employees, investors and partners, conveying stability and strategic intent while avoiding overpromises or speculation.

4. Prepare for shareholder pressure: Activist investors continue to influence corporate outcomes. Companies must remain proactive, transparent and equipped with early-warning tools to respond effectively, protect board credibility and manage potential reputational risks.

Going public is a major milestone for any company, but for new CEOs, the real work begins with your first quarterly earnings cycle. During this time, one critical, often overlooked stakeholder group deserves your immediate attention: your employees. 

Employees pay close attention to earnings announcements, compare public messaging with their daily experience and seek alignment between company strategy and their individual contributions. How you communicate earnings can build credibility, reinforce strategy and create internal advocates.

Our experts at FGS Global have outlined the key elements to successfully communicating with employees at earnings and strengthening their connection with your quarterly results. Here are their recommendations:

• Share earnings internally first. Distribute your press release through internal channels as soon as it’s public to reinforce transparency and prevent misinformation.

• Establish a dedicated communication tradition. Use town halls or written updates to explain operational and financial performance, emphasizing why results matter for the company’s future.

• Align investor and employee messaging. Share relevant slides and narratives from investor presentations so employees understand their role in the broader strategy.

• Create a safe space for questions. Prepare to explain metrics like adjusted EBITDA or guidance in clear, approachable terms for employees unfamiliar with financial reporting.

Communicate proactively during challenges. When results miss expectations or stock fluctuates, contextualize the situation to maintain trust and engagement.

U.S. trade policy remains in flux as the Trump Administration finalizes country-specific reciprocal tariffs for 69 trading partners. Despite the August 1 deadline passing, businesses face ongoing uncertainty as enforcement, political timing, and compliance continue to drive volatility.

Businesses should monitor developments closely, diversify supply chains and proactively adjust strategies to navigate this complex, evolving trade landscape. FGS Global’s trade experts offer the latest developments from around the globe:

• United States: Emergency tariff measures face legal challenges; Section 232 investigations on pharmaceuticals, semiconductors and critical minerals remain pending. China negotiations are unresolved, leaving opportunities for business engagement.

• Canada: No deal by August 1 means some tariffs will remain. However, Ottawa dropped all counter-tariffs on goods compliant with USMCA in an effort to create space for renewed negotiations.

• European Union: The EU balances regulatory autonomy with manageable tariffs. Details are incomplete, requiring businesses to reassess impacts and advocacy approaches continuously.

• Mexico & Brazil: Mexico secured a 90-day extension through measured diplomacy; Brazil faces high tariffs tied to political issues rather than trade dependence.

• Japan: A 15% cap on reciprocal and auto tariffs offers relief, but the non-binding framework and quarterly compliance reviews create recurring uncertainty.

• South Africa: Tariffs may slow post-COVID recovery but could encourage intra-Africa and BRICS trade, prompting fiscal support for affected sectors.

To learn more about our trade work, contact the Global Trade Working Group: GlobalTradeWorkingGroup@fgsglobal.com.