CAMPAIGNS: Lansons wins plaudits for Jupiter work - Corporate PR

Client: Jupiter International Group

Campaign: Crisis management to protect Jupiter's image

PRTeam: Lansons Communications

Timescale: June 2000 - ongoing

Budget:Undisclosed



The Public Relations Consultants Association (PRCA) held its Frontline

Awards two weeks ago.



The Best Corporate Campaign award went to Lansons Communications account

manager Amy Fisher as a result of PR work turning round Jupiter's

reputation in the financial community.



Fund management group Jupiter appeared to have hit crisis point in May

2000 after a dispute between CEO John Duffield and the company.



He subsequently left Jupiter and a majority of the board resigned at the

same time. Duffield later sued for unfair dismissal, with media

reporting a claim of £15m.



When Jupiter paid Duffield £5m (half of which went to charity)

last year, a deluge of negative press followed.



Objectives



To stabilise the PR situation; to maintain Jupiter's reputation as an

industry leader for investment performance



Strategy and Plan



With the company's reputation restin on its media image, the biggest

challenge for Lansons was to establish strategic media relations that

could support the 'new' company, which had previously been criticised

for its 'aloofness' to the press.



A short to medium-term, communication management strategy was put in

place, driven by a key control group with centralised co-ordination

across all audiences, with rapid rebuttal a key aim.



Core messages positioned joint group CEOs Johnathan Carey and Edward

Bonham Carter as the best people to take the company forward.



Key fund managers were profiled prominently and a new incentive scheme

publicised.



A discreet strategy was used to handle the court case surrounding

Duffield's departure, mixing proactive and reactive PR according to

need.



Measurement and Evaluation



Jupiter's more open position towards the media has been an important

turning point for the company. A month after the campaign began,

articles quoting financial experts advising investors to withdraw had

ceased.



The new face of Jupiter, Edward Bonham Carter, was praised by The

Financial Times as the 'ascendant star at Jupiter' while The Mail on

Sunday made the sunny observation: 'By Jupiter, we are up there with the

stars'.



Coverage on the new incentive scheme, plus profiles of 15 account

managers, showed increasing media backing.



Communication aimed at highlighting the duties of independent directors

of investment trusts hit home in The Daily Telegraph, with a City pages

editorial asking 'how it would look, say, if the board urges

shareholders to roll their investment into Mr Duffield's new

company?'



Results



Since this campaign the company's perception in the media has turned

around, and positive news stories have resulted.



According to a survey of 122 journalists by pollsters Mori, Jupiter

charted the most significant increase in media perception of the top ten

financial services companies.



More than 1,500 independent financial advisers (approaching ten per cent

of the UK total) attended Jupiter roadshows in early 2001.



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