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




































