Issues Management & Communications Strategy for Business Unit Realignment
PROJECT
When a top global automotive supplier had to consider alternative options for a business unit, its leaders tapped Lambert for strategic communications and issues management services. The company also engaged the expertise of an external adviser and its customers for potential partnership opportunities to complement its strengths and address some of the gaps in its business. Lambert played a key role in providing strategic counsel throughout the planning and execution phase for this major business decision process.
TACTICS
- Strategic Communication Consulting: Lambert held strategy meetings with the client’s leadership and internal stakeholders to complete a communications audit, define the target audience, spearhead a media share-of-voice analysis and outline an integrated communications plan. After a week of strategy meetings, Lambert worked with the client to develop a torque communications plan that outlined three approaches to the situation: full proactive, controlled proactive and reactive. Upon review, the client decided to move forward with a controlled proactive approach, allowing greater oversight of the messages delivered in hopes of creating as little speculation as possible.
- Key Message Development & Refinement: Working in close collaboration with the client’s leadership, Lambert developed and refined content for the four-phased strategic plan, which included key messages for leadership and support staff; talking points for leadership to communicate with government officials and Workers Union; FAQs for employees and internal stakeholders; executive communications for the board of directors, shareholders, investors and auditors; a letter for the Workers Union’s board, employees and customers; and media statements.
- Media Monitoring & Reputation Management: With the support of Lambert’s PROI* partners in Mexico and Germany, Lambert served as the global media point of contact for the client. Lambert worked with its strategic partners to draft pre-approved statements on behalf of the client in English, German, Spanish and Mandarin. Lambert also tracked and monitored social and media coverage and mentions while providing regular updates to the client.
RESULTS
- The client successfully communicated its plan for the business, which included specific messaging for more than 15 internal stakeholders; over 1,100 employees, shareholders, investors and auditors; and government officials and workers council.
- Lambert continues to monitor social mentions and media coverage regarding this in-progress venture. Lambert works with the client, its PROI partners and media personnel to keep this confidential information at bay.
*PROI Worldwide is the world’s largest partnership of leading independent public relations agencies. Including major markets such as England, Japan, Hong Kong, France, Germany, India, US, Brazil, Russia and Spain, combined revenues rank PROI among the most successful PR conglomerates in the world. This unique collective gives clients access to vast resources and expertise, wherever they need it, in real-time.
