Corporate Communications Case Studies
Strategic Public Relations
Don’t be blindsided by special interest groups. JTI’s experience leading communications initiatives on sensitive issues helps our clients avert potential reputational damage while building understanding and support with various interest groups.
The Case: A powerful interest group was gearing up to publicly attack the US subsidiary of a major European manufacturing company based on the claimed underrepresentation of the interest group's constituents among the subsidiary’s suppliers and business partners.
The Action: JTI led an initiative to demonstrate a commitment to fairness that would defuse the situation and build bridges with the interest group. Sifting through the posturing and relying on a deeper sense of what the real issues and concerns were, a strategy was crafted to address their concerns.
The Results: By meeting discreetly with key politicians, academics, and business persons, the company was able avert a public attack in the media after explaining its side of the issue and committing to make specific improvements that were in the interests of both sides.
Awareness and Political Capital
JTI’s expertise in building awareness and appreciation amongst different stakeholder groups assures clients that their contributions to host-country markets and citizens result in support, when and where they need it.
The Case: One of Europe’s largest companies had a major presence in the US with 22 subsidiaries and thousands of employees and suppliers. However, the company – and the extent of its US investment, employment, and procurement — was virtually unknown. Essentially, the company had no bankable political capital in Washington, DC, or in the many states where its North American subsidiaries operated.
The Action: JTI spearheaded a joint effort with the company’s global headquarters in Germany and its 22 US subsidiaries to design and implement a comprehensive public affairs and communications initiative titled “Partnership with America.” Activities included: organizing major showcase events in Washington, D.C., and arranging targeted public television sponsorships; facilitating Cabinet-level one-on-one meetings with the company’s CEO; writing high-level speeches for audiences of business and government leaders; managing a major transatlantic business meeting with hundreds of participating CEOs; designing and disseminating corporate responsibility brochures; and leading discrete outreach to potentially hostile stakeholder groups.
The Results: The result was vastly increased awareness, respect and support from US political and business elites and other stakeholders and interest groups. The value created for the company led them to replicate this initiative in a key Asian market.