Dealing with cynicism, property management also part of Tribune Co. efforts

What else goes into bankruptcy-related PR aside from reassuring employees, advertisers, and other key groups? For one, making sure that...

What else goes into bankruptcy-related PR aside from reassuring employees, advertisers, and other key groups? For one, making sure that people know the lights are staying on.

Among its duties counseling Tribune Co. after its December 8 Chapter 11 filing, Edelman is engaging stakeholders about real-estate matters, according to Jeff Zilka, EVP at the agency.

"People managing the facilities need to know [if the company is] continuing to pay the rent, the utilities," he said.

Zilka added that engaging an employee base comprised mostly of cynical journalists has its challenges, as well.

"What makes Tribune such an interesting engagement is that is a national news organization, and many of the journalists are pretty cynical, so how you communicate with a high degree of honesty and transparency is important," he told PRWeek. "You know that every communication will immediately be put on the Web."

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