Crisis Management for the Credit Today Awards

The Credit Today Awards were attracting some high profile negative media coverage for their ‘Debt Collector of the Year ’and ‘Responsible Lender of the Year ’categories. Essentially, while valid they had the potential to be misunderstood and misreported.

We needed to boost the overall profile of these important industry Awards whilst minimising any negative fall-out. We involved ourselves in every aspect of the Awards, from working with the judging panel, including charity organisations who help with individuals’ bad debt or credit issues, through to liaising with the finalists and their internal and external comms teams.

We prepared positioning statements, monitored social media channels and forums, where dissenting voices could emerge, and spoke to the media proactively throughout the run up to the awards, promoting the positive work that the finalists were carrying out within the industry. Crisis averted! While the Awards themselves secured media coverage there was no negative exposure for these contentious categories.