Case Studies
A Do-Over on the Grandest Scale
Reeling from negative media and congressional attacks because of crashes involving its airplane product, an international conglomerate turned to Media & Communications Strategies LLC to help repair the reputation of its high-performance plane and to keep the aircraft flying. The team developed a comprehensive program that would target the most relevant and influential audiences by:
- Identifying a body of credible sources that would speak to the viability and uniqueness of the airplane in any forum.
- Showcasing the airplane as a safe, reliable plane in the aviation industry through meetings and test flights.
- Gaining congressional support for the airplane.
- Generating balanced coverage of the airplane in the media.
- Creating a one-stop, interactive information base for the plane on the Internet.
- Significantly increasing the company’s coordination and response to crisis situations, especially with aircraft accidents.
As a result of our efforts, Congress did not vote to ground the airplane. Our campaign ushered a more positive perception of the plane (sale of the aircraft has increased even though it has been out of production for twenty-plus years) and helped preserve the company’s reputation as a leader in the aviation industry and a responsible corporate citizen.
