Strong delivery of messages in widespread media coverage helped position Reader's Digest as an acquisition target and for a positive future.
The challenge
We were appointed by Reader’s Digest UK, whose parent was in Chapter 11 Bankruptcy protection in the USA, to handle all communications issues around its defined benefits pension scheme. The annual cost of the scheme was greater than the profits generated by the UK business, threatening the business with insolvency.
The objective was simple: to manage any of the possible unfolding scenarios in such a way that the communication did not harm the long term future operations of this iconic business, either globally or in the UK.
Our response
Our work on communication planning and delivery covered: scenario mapping, message development, identifying and training spokespeople, and developing content for internal and external audiences including media.
Results
Over 600 pieces of media coverage and huge broadcast interest resulted in the strong delivery of the key messages throughout. Through careful briefing, we were able to reinforce the message that the pension issue was UK-specific and did not involve any other Reader’s Digest subsidiary. Damage to the business was minimised, paving the way for the successful sale just two months later - a successful conclusion for both the UK and US organisations.
