Our team knows how to act quickly, and with precision, in high-stakes situations where reaching your audiences with the right messaging is critical to protecting your reputation and revenue.
Trainline operates in a crisis-prone industry and is having to deal with multiple stakeholders across both public and private sectors. Crisis management was a critical part of the PR to stay ahead of any potential issues and be able to manage and handle them effectively should they occur.
We conducted a full-day crisis planning workshop with the head of comms and the senior execs including the CEO, CMO and CTO. We created a comprehensive crisis plan that included comms process, stakeholder engagement plan, Q&A/statements for all potential situations (outage, strikes, customer complaints, policy change, accidents, restructuring and redundancies). Following the workshop, we conducted crisis media training for the executive team across multiple scenarios including face to face, telephone and door stopping.
We effectively managed the crisis through media and social media monitoring.
Coverage was limited both in terms of number and inflammatory tone.
BrandTotal came to Clarity following a legal dispute with Facebook. They wanted to take an offensive approach, after feeling like their previous agency didn’t help turn the narrative around with key media. Additionally, as a newer company in the MarTech/Adtech category, they had little media awareness and wanted to raise their profile with key press and define the category “BrandTech”.
Knowing that media have an insatiable appetite for numbers, Clarity’s strategy was to be newsmakers. We leveraged the platform’s proprietary data to create provocative, original stories that drove headlines in mainstream consumer/lifestyle publications.
Clarity leveraged compelling proprietary data from BrandTotal’s platform to tell industry specific stories to key industry and vertical press.
BrandTotal featured in ADWeek, Modern Retail, Digiday and Yahoo Finance.
