Case Studies
Managing Controversial Issues- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Managing Controversial Issues
Image Courtesy of BNFL
Pacific Nuclear Transport Limited (PNTL), based in the United Kingdom, is a specialist shipper of nuclear materials. Its shipments of spent fuel, vitrified high-level nuclear waste, mixed oxide fuel and plutonium take place in purpose-built ships in accordance with international regulations. The companies that PNTL serves rely on the shipments to facilitate the reprocessing and recycling of used nuclear fuel - the nuclear fuel cycle.
The shipments are opposed by non-governmental organizations (NGOs) who argue that an accident or act of terrorism could cause widespread devastation. Working in littoral states, they have succeeded in generating political, media and public concerns.
After analyzing the facts, it was clear that the NGO accusations were untrue and were underwritten by a fundamental opposition to nuclear power and, in particular, to the nuclear fuel cycle. We worked closely with PNTL and its customers and established a strategy that encompassed all the littoral states where the shipments were being targeted by NGOs. We produced a variety of information tools based around key safety messages, including a new PNTL leaflet titled "Pioneering Maritime Safety Standards" (in English and Spanish), and in view of the international audiences, created the company's first website with a web-design associate (see www.pntl.co.uk)
When, in 2004, PNTL took on what could have been its most controversial project - shipping weapons grade plutonium from the United States to France and freshly manufactured mixed oxide fuel, containing the plutonium, back to the United States - political and media interest was localized and relatively muted. The integrity of the shipments did not become an issue in the U.S. and received no coverage from national media networks. [ back ]
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Securing Publicity
IWMC World Conservation Trust is a non-profit group promoting the sustainable use of wildlife. It is generally opposed to the campaigns promoted by the large number of well-known animal rights and animal welfare groups that lobby the Conference of the Parties meetings of the Convention on International Trade in Endangered Species (CITES).
The Conference of the Parties (COP) meetings of CITES was held in Thailand in October 2004. IWMC wanted to gain publicity for its ideas and to be considered by the international media as an alternative conservation group to the traditional campaigners.
We helped IWMC prepare its documentation for the Bangkok meeting, worked with local experts to brief Thai journalists and briefed numerous international reporters during the meeting. We wrote articles for a daily IWMC conference publication presenting arguments and critiques on the major issues and, in advance of major votes, prepared press releases so that IWMC could always provide a prompt reaction.
As a result of our efforts, IWMC gained substantial coverage in the Thailand media and in a host of international newspapers. One European conference delegate remarked afterwards that all he seemed to read about was IWMC. [ back ]
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Changing Attitudes on Controversial Issues
The Institute of Cetacean Research (ICR) is a scientific research organization based in Tokyo, Japan that undertakes biological studies on whale populations to enhance understanding of their stock structures, under a special permit granted by the Japanese Fisheries Agency.
Scientific research whaling is attacked by a multitude of well-funded non-governmental organizations (NGOs), who accuse it of being commercial whaling in disguise and claim Japan is exploiting a treaty "loophole" to undertake the harvest. This language was being utilized by U.S. government officials, appeared in Congressional resolutions and was widely used by the U.S. media.
We reviewed the legal situation, the organization of whaling opponents and the available public information. Our approach was to understand the issues and develop a strategy that would have a strong impact. A common false impression was that the minke whales being harvested are endangered when, in fact, they are abundant and the hunts are carried out in a sustainable manner. We decided it would be difficult to make progress against this misconception if we relied too heavily on the legal aspects of the situation. Instead, we focused on the new key message that "the whale has been saved". This fact was emphasized in all communications with government officials, political figures, journalists and the general public.
As a result of our efforts, there was a marked change in attitudes. While the U.S. still opposes the research, it has desisted from repetitively and incorrectly referring to the scientific harvests as commercial whaling in disguise or from accusing Japan of exploiting a "loophole". The U.S. Congress has chosen not pass resolutions condemning research whaling and the media has published articles and commentary that recognizes the abundance of most whale species. [ back ]
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Multicultural Communications
The Japan External Trade Organization (JETRO) was set up by the Japanese government to promote international trade.
A key international trade issue is the liberalization of agriculture markets, with Japan and the United States playing key roles in the Doha round of World Trade Organization (WTO) talks.
To broaden Japanese understanding of the U.S. position at the trade talks, we provided JETRO with an analysis of Congressional attitudes, explaining what opinions prevailed among U.S. lawmakers and why. We also recommended how Japan could most effectively communicate its position to the U.S. side, developing a series of messages and arguments.
Armed with this information, the Japanese side was able to enhance its appreciation of the political constraints in the United States and further develop and refine its Doha negotiating positions. [ back ]
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Brand Promotion
Thomas Pink is a high-end clothes retailer based in London, United Kingdom, most famous for its line of shirts. In 2000, its branding was linked with steeplechasing, a popular sporting event with a distinct national image in the UK.
Brand recognition in the United States, however, was limited when Thomas Pink decided to expand into Washington, DC, a high-income market that, nonetheless, lacked the strong reputation for fashion found in cities like New York and San Francisco.
Tasked with sponsoring a local steeplechasing event within a limited time period, we organized for Thomas Pink to be involved in the Virginia Fall Races in Middleburg, Va. While sponsorship for all the races had already been taken, we developed the idea for Thomas Pink to make awards for the best-dressed gentleman and best-dressed lady at the meeting. This novel initiative garnered substantial interest during the race meeting and supported Thomas Pink's brand as a quality retailer of mens and ladies fashion.
Racegoers signed up at the Thomas Pink marquee to be placed on mailing lists and also purchased shirts, ties and accessories. Thomas Pink successfully established itself in Washington, DC and built up a loyal cutomer base. It subsequently opened a second store at Tyson's Corner in northern Virginia. [ back ]
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Internal Communications
Balfour Beatty Construction, Inc. (BBCI) is a United States subsidiary of the Balfour Beatty Group, a United Kingdom-based company serving international markets in rail, road, utility systems, buildings and complex structures. BBCI is involved in large transportation and utility projects in several U.S. states.
BBCI's operating divisions traditionally functioned largely independently of each other, with only limited interaction. The company decided that key business measures, such as overall profitability and safety, would improve from sharing common experiences and developing a more unified corporate culture.
A key element in the culture change process was to produce a regular internal newsletter for all employees that would act as a means for disseminating company news and milestones. The newsletter would also serve as a marketing tool, communicating the company's successes and expertise to external audiences.
One of the challenges was to identify stories from the various management and project teams, who were not used to providing this type of information. A key measure of success was for the newsletter to be read by the employees. To facilitate this, our design associates produced an attractive look for the newsletter, called Inroads, and stories were written according to a number of themes that would appeal to the readership - new business contracts, company benefits, the environment, safety, manpower and a personal interest story featuring a noteworthy employee.
Inroads was widely welcomed by employees to the extent that, when we handed the project over to in-house staff after producing the first three editions, BBCI project teams were themselves contacting the Managing Editor to have their news included. [ back ]
