Campaign: Second Opinion

Andrew Griffin, managing director of specialist crisis and issues management consultancy, Regester Larkin, advises multinationals on reputation management

After a crisis, a company needs to be seen to do the right thing by its employees and the local community. Most will also go through the stakeholder map, ensuring politicians, regulators and others are informed. And, of course, they will handle the media. Senior management should focus on business continuity, share price and reputation.

Given these pressures, companies are rarely able to consider positive PR. But Premier Foods, with CirKle, did just that.

CirKle had two positive factors to work with. First, the fire had caused no deaths or environ- mental damage. Second, Branston is a unique brand with strong recognition. The resulting coverage and sales figures show the positive strategy paid off.

But it was not without risks. When I heard there was a run on Branston my reaction was: surely they have systems to manage the supply consequences of a fire at one facility? The key is to match the message to the audience.

The consumer message got through, but perhaps at the expense of the business message.

This is not to take anything away from CirKle's initiative. The Branston fire is a great negative to positive PR case study.

Creativity: 4

Delivery: 4

8/10

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

WPP sees PR revenue recovery thwarted by strong pound

WPP sees PR revenue recovery thwarted by strong pound

Burson-Marsteller parent company WPP has reported a 4.1 per cent drop in PR and public affairs revenue despite organic growth continuing across the regions in the final quarter of 2013.

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management has defended its reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

New England launches comms hunt to attract UK tourists

New England launches comms hunt to attract UK tourists

The tourist board for the New England region in the US is on the lookout for communications support as it tries to lure more British visitors.