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Crisis Communication
Case Study: Asquith
Brief: Advance
information was available on a BBC1 documentary - “Nurseries
Under Cover” - that specifically highlighted potential
dangers which, it claimed, existed at childrens’ nurseries. This
had the potential to seriously damage the entire childcare industry
and, as one of the largest and most influential nursery groups
in the UK, Asquith Nurseries were likely to be affected even
though they were not mentioned in the programme. Kestrel
was asked to prepare a crisis management plan to cover press,
staff and customers.
Activity: National
and local media information was prepared which dealt with all
the issues raised by the programme but which also stated Asquith’s
view that the evidence produced, which would understandably concern
parents, was based on a very limited investigation and was therefore
somewhat sensational. Kestrel produced a Q & A sheet
to advise the nursery managers what to say to any concerned parents.
Letters were also posted to every parent with a child at an Asquith
Nursery clearly stating that all aspects depicted in the BBC1
documentary opposed Asquith’s quality standards and principles
of providing the very best childcare. A “hot line” phone
was also set up.
Result: Parents
reported how much they appreciated that Asquith had taken their
concerns seriously and were reassured of the safety of their children. The
stories in the press, whilst being sensational about such an emotive
subject, never targeted Asquith; quite the contrary – Asquith
were held up as a beacon of excellence. During the fall-out
from the programme, one Asquith nursery manager was coached by
Kestrel before featuring in a local radio news programme about
the benefits and quality of care available at the majority of nursery
schools. |
