case study: crisis communications

Client:
Robertshaw Controls Company

Situation:
Robertshaw, a leading gas valve producer, needed to recall gas valves in commercial and residential appliances.

Solution:
JMC worked with Robertshaw to create and execute a comprehensive recall communications program. The program included direct mail, POP displays and dedicated Web sites. For one example of a tactical execution, click here.

Tactics:

• PR
• Web site
• Direct marketing
• Sales promotion

Results:
The recall moved easily through the CPSC and met with a high level of customer acceptance and cooperation in the face of serious production issues.

Comment:
No company welcomes a crisis, but every company should be prepared for one. A flawlessly-executed crisis communications program is the first step in restoring customer trust and goodwill.