PRWeek UK Awards Winners 2016: Issues & Crisis Management

Direct Line's winning 'Storming Success' campaign illustrates how in-depth preparation and fast response are crucial in crisis comms.

Direct Line’s in-house PR team takes the prize for the insurer’s fast response to the floods that hit parts of the UK last December.

The team met the National Flood School beforehand to discuss initiatives including joint statements. By the time the floods hit Cumbria, ‘surge’ plans were already under way, with resources including PR support allocated to areas of highest risk. Direct Line’s teams were shadowed by TV crews, and broadcast and print interviews were arranged with several big names. 

In total, 155 items of flood coverage were achieved and the positive media has been reflected in growing home insurance sales.

 Judges’ comment

"A dedicated and powerful team effort


Highly Commended 

Clandon Park Fire and Aftermath – National Trust 

Finalists

Securing a Historic Debt-Restructuring Deal for Ukraine – APCO Worldwide for Ukraine’s Ministry of Finance

Dangerous Dogs – Battersea Dogs and Cats Home 

Campaign against the Trade Union Bill – Trades Union Congress

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