Racial Controversy Crisis

THE SITUATION

What do you do when you have significant clients in several large and diverse metropolitan cities and you inadvertently distribute racially insensitive materials through a government entity? Then, when the issue becomes public, the government entity requests that you don’t respond?

THE TASK

This company chose to call us—but not until after the issue had escalated with significant ongoing media coverage and protests. We were engaged to help address the situation and work to mitigate the damage. The client was also concerned with minimizing fallout in other markets.

THE WORK

• Developed response and messaging for multiple audiences

• Helped negotiate and coordinate initial response with government entity

• Pitched and coordinated interviews with media covering controversy

• Collaborated on outreach to affected groups

• Prepared and organized response at public meetings

• Briefed and trained national sales brokers for response in other markets

• Managed all ongoing media response

• Served as a secondary spokesperson

• Clarified and corrected record

• Consulted on reputation restoration campaign

THE RESULT

We helped the company communicate its message and apologize in a highly charged, emotional environment. Although the company was not able to maintain its business with the local government entity, its proactive efforts helped to contain the situation and prevent loss of business in other similar markets.