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Product Launches |
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Gateway's Handbook |
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Micro Solutions' RoadStor |
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Zenith Data Systems' CruisePAD |
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Life Fitness' Lifecycle Exercise Bike |
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Zenith Data Systems |
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Mediaphile AV Technologies |
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Distributed Bits |
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Crisis Communications
The Company: Zenith Data Systems
The Situation:
Early on a cold January day in 1996, a Zenith Data Systems (ZDS) employee was murdered in the building's parking deck. All the ZDS employees needed to be informed of the situation and of developments in the case, while keeping panic to a minimum. It was most important to assure them that this was an isolated incident and that they shouldn't be afraid it would happen again. The media also had numerous questions that needed to be answered.
The Strategy:
Gibson Communications worked closely with ZDS' Corporate Communications department and top executives to immediately develop and execute a sound crisis communications strategy that addressed the needs of both the company's employees and the media. First, after being briefed by the police, we drafted a document that was e-mailed to all ZDS employees in all company locations informing them of the facts of the situation. By providing information about building security, we also assured the local employees that this was an isolated incident and that they were safe in the building and parking deck. The document also included information as to the added security that was put into place and advised them we would keep them informed as to developments in the case.
Next, we developed an internal Q & A and key messages for the media. We then prepared the Vice President of Corporate Communications, the company's designated spokesperson about the situation, to answer the media's questions.
Within a short time the police had a suspect in custody. Gibson Communications attended the press conference where the police announced the arrest of another ZDS employee for the alleged murder. Next, we briefed all the local ZDS employees during two general assemblies advising them of the arrest and of the situation's facts, and drafted a document that was e-mailed to all off-site employees. Gibson Communications then developed another set of key media messages reflecting the new developments and again prepared the Vice President of Corporate Communications for ZDS' own press briefing.
The Results:
The ZDS employees felt accurately and immediately informed and did not panic or overreact to the situation. News stories were accurate and included our key messages.