Case Study

Successfully navigating a national social media crisis


In May 2018 when the Trump Administration enacted a Zero Tolerance border policy, Bethany began working with the Office of Refugee Resettlement (ORR) to place separated children in temporary foster homes in Michigan and Maryland. Lambert supported the organization through coordinating media efforts surrounding the topic to shed light on the dire situation at the border.

Amidst the positivity surrounding Bethany’s work with separated children during Zero Tolerance, noted documentarian, film producer and Michigan native Michael Moore sent out an inflammatory tweet on stating that Homeland Security had “kidnapped” these children with the help of organizations like the “Betsy DeVos-funded joint” Bethany Christian Services. Lambert transitioned from awareness and advocacy surrounding Zero Tolerance to issues and crisis management to protect Bethany’s reputation.

Lambert successfully navigated the social media crisis and ensuing backlash through strategic counsel and a variety of tactics meant to address specific questions and concerns, while highlighting the positive work Bethany was doing and denouncing the Zero Tolerance policy.