PR Unification for a Group of 5 Manufacturing Plants
We implemented communication standards that shortened the reaction time to media inquiries from 3 days to 4 hours. Every plant director now knows exactly what to answer to the local press.
StalMet Group struggled with informational chaos in its 5 production branches. Local newsrooms often published unverified data because nobody from the plants could provide an answer in less than 3 business days.
The challenge
In March 2024, an audit showed that the group missed 47 significant mentions in regional media, resulting in erroneous information about alleged layoffs. Each of the 5 plant directors sent inquiries from journalists to the headquarters in Poznań, where emails got stuck in the queue for an average of 68 hours. A lack of clear guidelines made managers afraid to pick up the phone, and the press interpreted this silence as an admission of guilt in controversial situations.
Our approach
Our 3-person team from Odra Media Link conducted 11 local inspections to understand the specifics of each plant. Instead of theoretical training, we developed a simple decision-making scheme for 7 key managers. We established which information is public and can be passed on immediately, and which requires quick SMS confirmation from the board. We focused on technical facts, eliminating the need to consult every sentence with the legal department.
The solution
We introduced a digital panel with ready-made message templates that directors can edit in 5 minutes. Each plant received its own monitoring system with phone alerts, which notifies of a mention online within 120 seconds. Additionally, we launched one common database of photos and facts about the company, available to the press 24/7 without the need to send a request for material access.
Results
Thanks to the new rules, StalMet Group took control of the local information field, shortening response times to a minimum and building an image of a reliable employer.
Timeline
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March 202411-day audit in 5 group locations
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May 2024Workshops on procedures for 7 directors
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July 2024Launch of automated monitoring alerts
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August 2024Full certification of communication standards
"Previously, every email to the newspaper circulated between offices for 3 days. Now my people have ready-made schemes and we respond in a few hours, which cut off rumors about the plant's condition."