Case Study

Crisis and Issues Management
Continental AG

Our initial assignment with Continental tires was to develop an issues/crisis management plan, which was completed just before Continental was faced with a recall and several lawsuits. These occurred at a time when the recall of millions of Firestone/Bridgestone tires was grabbing negative headlines nationwide.

Strategy XXI's challenge was to keep the company from being lumped together in the public's perception of Firestone/Bridgestone and help it with all aspects of external and internal communications.

Through a comprehensive communication plan for the corporate suite, employees, regulatory authorities, retailers, distributors and customers, Strategy XXI coordinated the outreach to federal agencies and ran a "war room" to answer questions posed by the media and all stakeholders. This staved off attacks from the media, the government and consumer groups, maintained confidence in the brand and led to a minimal impact on the share price, leading to federal officials describing the operation as a "model recall."

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