News

Leader in the textile sector -- Confidential

COMMUNICATING A REDUNDANCY PLAN TO MINIMISE REPUTATIONAL DAMAGE

Service: Crisis communication

Sector: Textile Industry

Managers Lucia Casanueva, Yago De La Cierva, Cristina García

Challenge

In September 2018, a leading company in the textile sector contacted Proa Comunicación to implement a communication project about a job redundancy plan in Spain.

The priorities for the company were:

To open a constructive negotiation process with the trade unions and workers that would be beneficial for all, capable of guaranteeing the viability and profitability of the company.
To develop a communication strategy that would not interfere with the negotiations and not harm relations with its stakeholders or the company's reputation as a leader in the textile sector.

Solution

PROA undertook a low-profile communication strategy (one of the main priorities for the client), bearing in mind that, during the period for which the crisis was managed, the company's works committee organised various protests and a report containing grounds for the redundancy plan was leaked to a media channel. At the same time, an exhaustive dossier of documentation was prepared containing the official position of the company, the statement and argument. Relevant media channels were also constantly monitored, which allowed us to react swiftly to local media publications with the necessary details to minimise the publication of incorrect information.

Results

It was possible to restrict the impact from protests to the media in the region where the company's headquarters are located. During the first stage of the process, errors in some of the 70 media impacts were remedied. Three weeks later, various reports were published about the negotiations and worker protests (44 impacts). Finally, the agreement reached between the company and its workers was also reflected in the media (19 impacts). In short, it was possible to reduce information about the process - which lasted for three and a half months - to three information milestones and the profile of our client's position vis-a-vis its relevant stakeholders (trade unions, employees, customers and specialised press) was raised.

Communication, a lever for private banking growth

One of the greatest challenges facing financial communication professionals is to help private banking institutions achieve their business objectives. A challenge that, after more than 20 years of managing the reputation of private banking entities, asset managers, brokers and insurance companies, has become a challenge that...

Luis Abad -- The locomotive of economic recovery is digitalisation

Spain has what it takes to technologically transform its industry and lead the reactivation of the activity in Europe Moments like the one we are experiencing due to Covid-19 are unique and happen only once every ten years. In the future, it will be remembered/studied as one of the milestones in...

The winners of the "Woman Forward", supported by Proa Comunicación, talk about equality

Last October, the Woman Forward Foundation, directed by Miriam Izquierdo, presented its Woman Forward Awards for "Corporate Governance and Gender Diversity". One of the awards, which recognized the career of the athlete Theresa Zabell, was presented by Lucía Casanueva, managing partner of Proa Comunicación. The event, in which Proa Comunicación...

What do wholesale banking customers want?

What are the current needs of corporate banking customers? To date, they still demand a fully trusted manager, as well as products and services for their financing and transactional needs. But now they want more. They want the relationship with their bank to be simpler and more direct,...

Warren Films, Producers of Ben Kendall, Produces McCann's AMPE Golden Award-Winning Campaign for the Directorate General of Traffic

Proa Communicación's Creative Director Ben Kendall has been awarded with the AMPE's (Spain Advertising Media Association) Grand Golden Award in Multimedia for the campaign "Vivo o Muerto" (Alive or Dead), created by the agency McCann for the DGT (General Directorate of Traffic).The category encompasses more than three media granted by...

Pablo de Villota writes in El Confidencial about the return of tobacco companies to Formula 1.

The director of the Sports & Entertainment Area of Proa Comunicación, Pablo de Villota, writes an article in El Confidencial about how and why tobacco companies have returned to Formula 1. De Villota explains how tobacco brands are taking advantage of certain loopholes in the law to sneak into the Formula 1...

More conversations, more ideas, more PROA.
Follow us on our networks.

Receive ideas with criteria

Every week we share reflections, trends and the key aspects of about reputation, strategic communication, public affairs and innovation. Content designed for professionals who value information with diligence and perspective.