WASHINGTON: Last year's anthrax scare has spurred a group
representing envelope and paper companies to seek PR help.
The Envelope Manufacturers Association's Foundation for Paper-Based
Communications has hired Golin/Harris International's Washington, DC
office to create a crisis management plan, train industry spokespeople,
and develop message points that industry leaders can communicate to
their staffs, said Tonya Muse, executive director of the
When the anthrax scare hit last year, "a lot of our members were asking,
'What should we do?'" recalled Muse. "It really caused us to look
inside. We don't have a crisis plan."
The foundation interviewed four PR firms and narrowed its choice to
Golin and Weber Shandwick Worldwide before finally opting for Golin.
Golin proposed a campaign that would talk about envelopes and letters in
personal terms, equating them with positive greetings sent via
traditional mail. "We liked that approach," said Muse.
Spending for the program has yet to be determined. The first phase will
involve training six people to act as industry spokespeople, devising a
crisis management plan, and developing talking points for industry
leaders, Muse said.
The foundation - an arm of the 200-member EMA - has a $6 million
endowment that it is planning to build to $10 million, and it has
an additional $5 million for various foundation-backed projects.
Envelope manufacturers, as well as paper companies such as International
Paper, contribute to the endowment.