This consumer facing institution had come under deep scrutiny from a state regulator concerned about its business and marketing practices. An application to renew its license to operate had been denied pending further review and hearings. Worse, the regulatory body had called for the organization to be closed down, and monies returned to its customers, if it failed to address the concerns in a satisfactory manner. The organization`s staff and customers were becoming deeply concerned about its future. The parent company itself was coming under attack from shareholders, the SEC and federal bodies with regulatory authority in the sector. On the legal front, the institution was sued in a class action case. It also decided to execute an aggressive legal strategy and sued the regulator.
Problem
The communications response had been limited and key stakeholders were demanding to understand what was being done to address the problems and get the organization back on track. The local news media was particularly critical of the organization and successive waves of negative news about the parent company entrenched negative perceptions. The case against the regulator was legally complex and difficult for stakeholders to understand.
Solution
Channels of communication with key stakeholders had to be created fast to help them understand the facts of the situation and what the institution was doing to address the problem. A rapid response team set up on-site and worked directly with management to create messaging and write communications for stakeholders. At the same time, a larger strategy was devised that advanced understanding of the client`s legal position. A regulatory affairs strategy was put in place and special training conducted for the CEO and his team on managing in a crisis situation. Employee morale and customer loyalty improved. On the legal front, the client`s case was made successfully and the press brought more balance into its coverage. Ultimately, the client prevailed in its suit against the regulator.