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You are here: Home > Portfolio > A Potentially Fatal Situation: PR crisis management

A Potentially Fatal Situation: PR crisis management

Client:

• not disclosed*

Brief:

The client, a high profile national organisation, was publically linked to an individual who had been arrested, charged and subsequently found guilty of crimes of a serious nature.

The client organisation had no awareness that this individual had been committing such crimes, and the Police publically stated that the crimes had no connection whatsoever to the organisation.

However, public perception (both individually and through the media) could make incorrect associations between the organisation and the crimes, especially considering the nature of the organisation’s work.

The arrest, charging and subsequent trial was reported in the National (UK) media.

McVicar Marketing was briefed to:

• Advise the client organisation’s National Board on all external communications regarding this external issue

•  Input into crisis planning procedures

• Advise the staff team on handling media enquiries, will all enquires signposted onto McVicar Marketing

• Act as the official spokesperson on all media enquiries

• Draft and issue statements to the press

• Attend and report back on the ensuing court case, which was a commitment undertaken over a ten week period

• Manage press relations at the court case

• Submit corrections to the press to ensure fair and accurate reporting

• Monitor and brief the National Board on all relevant media coverage

• Liaise with key partners and government agencies

Result:

• 100% of all media enquiries were handled correctly by the staff team, ensuring such enquiries were dealt with promptly and efficiently

• 65% of media reports did not mention the organisation

• Of media reports which did mention the organisation, 91% correctly reported the true nature of the link between this individual and the organisation, which, in-turn, emphasised that the organisation was not associated with the crimes committed by the individual

*Due to the sensitive nature of this particular project, it would not be appropriate for McVicar Marketing to publically discuss the client.

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Founded in 2006 by Inga McVicar, McVicar Marketing is based in Dumfries and Galloway, providing marketing services for clients throughout the whole of Scotland.