Issues management project for Australian ISP

The challenge:

fowlstone was approached by an Australian internet service provider for communications support following an investigation by a major regulator and subsequent enforcement action. The issue related to a breach of Australian consumer law.

The regulator decided to proactively communicate the outcome, to publicise its decision as a warning to the broader industry, presenting an obvious challenge to counter-balance the negative media and communicate a balanced view of the situation.

In addition, the action attracted widespread social media commentary.

fowlstone’s challenge was to deprive the issue of impact, in part by demonstrating that the client had acted in line with the broader industry, while being careful not to ignite a larger sector-wide story.

fowlstone’s approach:

fowlstone’s media strategy was to contain the issue to trade media by selectively and reactively engaging with trade media around a highly controlled group of key messages, including the fact that the client had co-operated with the regulator.

Social media played an important role in the strategy, as this was the greatest risk factor to the issue gaining broader traction and being widely picked up by consumers.

We included a strong apology to acknowledge the emotion associated with the issue and also positioned this as a legacy issue by demonstrating the steps the company had already taken to compensate customers and amend its practices.

The results:

Through a considered and tactical approach to media engagement, coverage of the investigation and its outcome was contained to a small group of trade publications.