Insights & Analysis

A local tutoring company found out one of its long-time high school tutors was being investigated for the possession of child pornography and sexual relations with a minor. This was the first incident of this nature for the company, which had worked hard to earn a reputation of excellence in the state. Communication from the company to its key publics needed to happen, and quickly. Our research phase revealed an impressive handling of the situation beginning immediately after the CEO became aware.

 

Planning

Our team developed a plan to deliver clear and consistent communications that would maintain employees’ confidence in the organization, preserve client trust, and minimize disruptions to employees’ and students’ daily work. Communication emphasized the company’s high-quality practices and strong commitment to its students.

 

Execution

We worked to create and deliver fast, transparent communications that would reinforce the trust and loyalty of key audiences. The CEO communicated personally whenever possible, using written, phone and/or face-to-face opportunities. These tactics were supplemented by website and social media statements. He communicated proactively to client parents and partner leadership, ensuring they heard about the situation from the company first and demonstrating responsible situation management.

 

Evaluation

• Not clients lost

• More than three straight record-breaking months as measured by both customer acquisition and total revenue

• Numerous thank you emails from parents and high school staff written to the CEO related to the effective handling of the situation

• Partner engagement increased over the previous spring

• All partner contracts remained intact

 

This communication plan, which was awarded a Public Relations Society of America Silver Anvil Award and a chapter Grand Award, exemplifies the remarkable impact of sincere, transparent and timely communication—even when it’s difficult.​