posted by Nicole Maestri on Jul 18
Target is better known for its bright red bull’s-eye and its trendy TV ads, than it is for its PR strategy and executive showcases.
Indeed, Target has let its stores and its sales — which rose 13 percent to $59.49 billion last fiscal year — speak for themselves. But now there appears to be someone else who wants to speak for the company. An ”activist” investor (a group formerly known as ‘corporate raiders’) is at their doorstep, and for many companies lately, that’s meant bad news. What to do? The Abernathy MacGregor Group has some answers, and according to the PR firm, a company under pressure from a hedge fund has just as good a chance of winning an activist battle as they do losing one.
James MacGregor, vice chairman of Abernathy MacGregor, in a letter to clients, says most activists are looking for cash and a quick pay out on their investment.
“An activist investor is like a guy standing at an ATM. What he wants is fast cash, and he’ll push as many buttons — in this case your buttons — as necessary to get that cash,” said MacGregor, who was writing in general and not in response to the Target situation.
Hedge fund manager William Ackman disclosed on Monday that his fund owns a 9.6 percent stake in Target, and he plans to speak to its management about trying to boost the retailer’s stock price.
Ackman’s firm, Pershing Square Capital Management, has gained prominence for forcing change at high-profile companies, including waging a battle against Wendy’s, where he pressured management to sell its Tim Hortons coffee chain to boost shareholder value.
So what chance does a company have of defending itself against an activist shareholder?
In a letter to clients titled “Dealing with Investor Activism”, MacGregor says activists won about 60 percent of the attacks that went public last year.
“If you wind up in an activist’s sights, you’ve got a 50-50 chance of emerging without damage,” he writes, referring to all activist situations, whether public or not.
The PR man’s optimism is counter to that of Morgan Stanley’s Robert Kindler, who says activists will win every time.
MacGregor suggests management meet with the activist because chances are he will go public if a meeting is declined. But if a company rejects the activist’s demands, MacGregor said the activism begins and typical actions include:
– Demanding a meeting with the full board
– Going public, via the news media, with accusations of lousy governance and lousy performance
– Reaching out to other shareholders for expressions of support
– Demanding seats on the board
– Threatening legal action
– Threatening a proxy fight
MacGregor does not recommend having the activist meet with the board –”The activist’s motivation all too often is to intimidate or divide the board or to gather grist for subsequent legal actions,” he writes. He also recommends keeping any media response limited and calm.
MacGregor says an activist wins if he convinces the board he has enough support to win a proxy fight if he wages one or if the activist convinces the board the fight is not worth the pain.
A company wins when an activist backs down, possibly concluding the company cannot create the cash-generating events he wants or other shareholders fail to rally to the activist’s side. Then there’s the “self-mutilation” ploy used by some companies, he writes: “They effect an otherwise unattractive transaction that eliminates the possibility of the activist’s desired event.”
So what other advice does MacGregor have? “Scout your vulnerabilities well in advance. Articulate a credible value creation strategy. Make sure your investors know and understand that strategy. Play straight with activists. Avoid mud-slinging contests. Execute. Perform. Don’t panic.”
(Photo credit. Reuters file)