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| THE CHALLENGE |
In 2008 JML was approached by a major international supplier to the global travel industry to assist with the management of a potential public relations crisis brought about by unexpected union strike action. With thousands of business and holiday travellers potentially inconvenienced by the strike, and concerns for the general sensitivity of the public (stemming from fears of having holiday plans jeopardised) the situation required a very quick response backed up by a careful strategy.
The JML team, who have extensive experience in crisis management, were able to meet with the client and provide immediate communications advice and get underway without any delay.
The counsel was to focus on facts and the numerous offers that the company had made to the unions to avoid a strike situation, and to position the union’s expectations as being out of step with the market. A strategy was put in place which implemented regular communication channels between all stakeholders, including the Head Office in Europe.
Having reviewed the Company’s position, JML then prepared a set of communications materials including a detailed plan with strategies, key messages and tactics along with draft media releases, letters to suppliers / stakeholders and options to take for various outcomes. JML provided media training to the General Manager so that he was comfortable in dealing with the media should the situation become a protracted public affair. The key was to get communications materials in place and a strong position for the Company that could be told consistently and confidently to reassure stakeholders and the public.
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| THE RESULT |
The crisis strategy was underpinned by an approach which was to unequivocally communicate openly when the opportunity arose and only on the facts, and not resort to denigrating or inflammatory language. The advantage of this approach was that it maintained the high ground and there was no opportunity for bitter recriminations. By repeatedly communicating the message that the company had tried hard to reach agreement with the unions, the anticipated crisis situation was averted and the unions agreed to settle at the wage award that the Company had originally offered.
It was a successful outcome to what could have been a very public and disruptive strike – by adopting JML’s recommended approach the Company’s reputation remained intact and public goodwill was maintained.
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