PR-firm
Partnering with a PR firm to provide emergency media training

Case Study: Partnering with a PR firm to provide emergency media training

Situation

A consumer products company was contacted by the producers of CNN’s Anderson Cooper 360. The company was given 48 hours notice that they would be the focus of the “Keep them Honest” segment due to alleged financial mismanagement.

Solutions

  • A Franchetti senior trainer immediately traveled to the company headquarters with a representative of their external public relations firm
  • Franchetti’s trainer worked with the CEO and CFO to determine the message strategy and practice exactly how they would respond to the allegations
  • On-camera simulated interviews were conducted with the CEO and CFO, with a focus on the most damaging allegations

Results

  • The management was comfortable knowing what they should and should not say to prevent further damage to their reputation, while remaining completely honest about the financial situation
  • The public relations firm, which did not have internal media training capabilities, was able to supplement their services to their client by partnering with Franchetti Communications
  • CNN produced and aired a story that was favorable to the company
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