Guided a Company Through an International Crisis
When a major government contractor found itself in the middle of a global crisis, its reputation was on the verge of total destruction.
Marston’s challenge: Separate the company from the actions of its employees and others involved in the incident. Show that the company acted honestly and honorably as a government contractor. Confirm that the company would cooperate with investigations and take appropriate action if there was illegal behavior.
Marston convinced company management to be more open with the media and initiated a long-term program that opened up the company to media queries, with a focus on business media, to repair damage to its reputation. This important strategic decision gave the company greater credibility with the media and, therefore, a more receptive environment for its story to be told.
Results included: Interviews with the company’s CEO and key media such as The Washington Post, The New York Times, The Wall Street Journal, Los Angeles Times, The Baltimore Sun and The Guardian.
Marston recommended that the CEO not appear on television because he was unable to answer questions about contractor behavior in the incident. The strategy proved successful, and, with time, the company was able to restore its credibility with its shareholders and customers and preserve its viability.