CLIENT CASE STUDIES
- GLOBAL BRAND
CRISIS MONITORING AND EARLY WARNING
Providing time critical market intelligence
An international company with interests in sensitive
product areas was concerned about plans by a Burma-based
pressure group to disrupt its operations; these appeared
to be part of a broader campaign to embarrass the Burma
government. The threats included demonstrations at its
offices and plants and at its high profile event agm, due
to take place in London. This event would be attended by
the media, major investors and analysts. The damage could
When Mantra took the confidential brief, it recommended
twice-daily alerts, covering new internet and media
material appearing in the UK and the Netherlands.
Monitoring was carried out over a two-month period,
leading up to, and immediately following, the agm.
Pressure group sites and online news-groups were monitored
in order to provide a greater degree of insight into the
activities of the pressure group leading up to the planned
International and national press, along with key regional
press and websites were tracked for output.
Exact plans for the protests were identified and detailed
to management well in advance of the agm. This advance
warning included details of a proposed and highly
embarrassing photo opportunity, plus the exact wording of
the messages to be released. This gave the client the
opportunity to formulate a well-prepared response. This
was to counter inaccurate comments and to balance valid
but damaging assertions.
Mantra gained an advanced warning of a potentially
damaging announcement by an unconnected international
company that it planned to withdraw from Burma. The
pressure group claimed credit for this step and used it to
leverage further pressure on the client.
The effective monitoring and accurate early warnings
allowed client management to prepare response, which
substantially defused the critical stories presented by
the pressure group. Consequently media coverage was
minimal with little criticism and there were no concerns
expressed by shareholder or analysts.
reasons of commercial sensitivity, the client company
cannot be named but the director of communication said
that this monitoring and evaluation work provided company
management with advance warnings that allowed them to
manage both fair and unfair comment with the minimum risk
to reputation. Without this advance warning, there could
have been uncontrolled media attention that could have
severely damaged customer confidence and even the share