The Situation

A national, publicly traded company suffered from extensive negative publicity after it announced it would enter Chapter 11 reorganization. Customers thought it would would close; investors worried its stock values would plummet; and employees feared they would lose their jobs.

The Solution

• Drafted a series of communications tools for each audience stating the company was using Chapter 11 to reorganize and would emerge stronger
• Served as the company’s media spokesperson
• Created a messaging platform for the CEO
• Created an online media room and Web page regarding the company’s reorganization process
• Distributed news releases and secured extensive positive publicity in key markets nationwide about the company’s new initiatives
• Implemented a community outreach program

The Results

• Nationwide sales remained on track throughout the Chapter 11 process
• Investors retained their shares
• Employees stayed loyal to the company
• Strengthened relationships with journalists resulted in ongoing positive publicity for the company