- Experts predict consolidation in the PR industry will pick up in 2021 as the economy improves and companies try to expand their business and pick up new clients.
- Insider spoke to seven industry insiders about which companies they think will be hot acquisition targets.
- They named 10 companies that have a unique offering, are strong performers, or are due for a recapitalization.
- Visit Business Insider’s homepage for more stories.
Public relations industry experts predict M&A will ramp up in 2021 as the economy improves.
PR firms are eyeing acquisitions in healthcare communications, which has been a consistent source of growth, as evidenced by financial communications firm ICR’s acquisition of Westwick Partners in 2019.
Deals like BCW’s 2018 acquisition of HZDG, which specializes in branding, advertising and digital, and W2O’s 2021 acquisition of Swoop, a data analytics company, show agencies also have an appetite for digital expertise and data analytics to inform and measure their campaigns.
After the pandemic had a cooling effect on M&A in PR software in 2020, deals are likely to pick up in 2021, said Chris Porter, an associate at Burton-Taylor Consulting, which analyzes the media intelligence industry.
Insider asked seven PR industry executives and consultants which firms and software companies could be hot acquisition targets in 2021. To be clear, none of these people said these companies were actually in talks.
Most of these companies either declined to comment or said they weren’t interested in a deal.
Below are 10 companies they named, listed in alphabetical order. Where available, their financial information is provided.