Managing the crisis response for a UK-based water company

A UK-based water company faced significant reputational challenges, including sustained negative media coverage and attacks from other various stakeholders related to its use of storm overflows and supply outages affecting thousands of customers. The company was at risk of further damage to its public image, and its communication strategies were failing to address the growing backlash. The challenge was to develop and implement a campaign that would both mitigate the reputational damage and effectively communicate the company’s efforts to resolve the issues and restore customer confidence.

• Developed a comprehensive crisis response communications strategy, including a refreshed narrative and key messaging that focused on transparency and the company’s proactive approach to resolving the issues.
• Delivered specialized media training for executive spokespeople, preparing them to handle difficult questions and communicate the company’s plans confidently and consistently.
• Assigned a seconded team member within the client’s press office to provide on-the-ground support and stabilize the communications effort.
• Created a background briefings program to engage key national and regional media, explaining the issue in depth and outlining the company’s plans for mitigating the problems.
• Launched a multi-channel campaign targeting diverse audiences, including a campaign website, a digital customer map, media outreach to national and regional outlets, and geo-targeted social media and paid media campaigns to reach specific communities.

Through this integrated, multi-channel approach, the company was able to effectively communicate its solutions to customers and key stakeholders, reversing the narrative around the storm overflows and supply outages. The communications campaign generated positive responses from both customers and other key stakeholders, contributing to a reduction in the volume and severity of negative media coverage and sentiment. The company was able to demonstrate its commitment to transparency and long-term sustainability, restoring public trust and positioning itself as a responsible industry leader.