The brief: The South African arm of a global insurance company was responsible for data storage for some of the UK company's clients. In 2009, A data tape containing personal information of its client base was lost in transit. The brief was to work with the global communications team to manage the flow of information, both locally and internationally, in the best possible way with the least damage to the company's reputation.
The Strategy: A team of international communications specialists was convened and Corpcom represented the company in South Africa. The agency worked closely with the communications teams in South Africa and the British office to ensure that all stakeholders were communicated with in a pro-active manner. This included informing the Financial Services Board in SA and the Financial Securities Association in London. Clients were communicated with proactively and informed of the issue honestly and reassured that none of their data had been compromised. Simultaneously a holding statement was prepared and issued through the news wires on a pre-determined date and a Q&A document developed. The executive and communications teams were briefed to deal with media enquiries and to provide answers based on the Q&A. All media including social media were monitored and issues addressed timeously and proactively. During this time, outside experts were tasked to investigate the cause and provide a full report.
Result: From a media perspective, the majority of the reporting was balanced and factual. From the South African company's perspective, few clients were lost as a result of the crisis and stakeholders were understanding of the situation.
