LARGE RETAILER (anonymous)
Making Sure that Labor Relations Didn't Strike a Major Blow

Negotiations failed between a major mass merchandising retailer and its Union workers two days before a holiday weekend. The Union threatened that customers would face depleted stock, ruining holiday weekend plans. Union representatives starting picketing outside the building at 5:00 am. It was a slow news day so TV and newspaper reporters were on site all day.

By early morning the first of several statements had gone out to the media. The team updated them on negotiations and corrected rumors throughout the day. Just minutes before the 11:00 pm newscasts, the two sides struck a deal. Calls were immediately placed to the assignment desks and to print reporters at home so all could update their stories and so the public would know the strike was over. This limited strike coverage to a single day, not two.

Even-handed, controlled coverage helped the retailer escape the arrow of rumor and protect its public image. The retailer experienced no loss of business, and built bridges to the media that were helpful going forward.