Case Study

International Electronics Manufacturer

Reputation Management

Situation

After twenty-five years of steady growth in the American market, a large international electronics manufacturer was threatened with expulsion from the US for allegedly violating international trade conventions. 

 

Problem


The company desperately needed to restore its reputation and regain public confidence and political support. 

 

Solution

Establish a corporate image shaped by consistent messages in all media.  Develop a corporate communications strategy using multiple communications disciplines to establish the American arm of this multi-national conglomerate as an American company committed to American interests. Promote the company as a leader in innovative technology. 

 

Results

 

Public perception of the company shifted from negative to positive. A media campaign increased coverage of the company in the business press, elevating the company’s profile and advancing the company's agenda. A community outreach campaign fostered a positive environment in which national and local entities were eager to partner with the company.

 

As a result of its communication strategy and multiple communication initiatives, the company not only survived a potential business disaster, but assumed a prominent place in the American business community.

 

(Robert Wittenburg was an employee of the company at the time of these events and directed the initiatives described above.)