A Case Study In Crisis Communications

The Challenge

One of Connecticut’s largest consumer companies, with tens of millions of dollars in sales each year, comes under the scrutiny and public critique by the State’s Attorney General following a dispute over an administrative practice. The investigation generates significant media interest and thrusts the company’s name – and reputation – into the spotlight.

The Strategy

GBPR plans an aggressive and rapid media relations campaign. First,the essential facts of the dispute are established. Next the leadership of the company is briefed and media trained. Working with the client, GBPR develops the key messages to be repeated in all media interviews to assure clear, concise and consistent communications of the facts and the company’s perspective in the dispute. All key constituencies, including employees, vendors, existing and potential customers and business partners are briefed and updated regularly. Lines of communication are established with key media outletsto ensure that they know where to go for accurate and up-to-the-minute information prior to writing their stories.

The Results

Media coverage of the issue is marginalized and fairly balanced. Every comment from the client to the media contains the key messages and the company’s position is clearly portrayed. No discernable impact on the company’s operations, reputation, or bottom line as a result of this issue.