MANAGING A PUBLIC RELATIONS CRISIS IN THE FACE OF CHANGE
SITUATION: In the late 1990s, a “Big Four” accounting firm acquired a law firm. There was a negative reaction from the Ontario Securities Commission (OSC) and the Law Society of Upper Canada (LSUC), the two respective regulating bodies. At the time, a large accounting firm buying a law firm was seen as a conflict of interest. The acquisition caused a media outcry; unsurprisingly, a public relations crisis ensued.
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APPROACH: Fireworks Communications developed and implemented a strategy to manage the public relations crisis and to begin to change public opinion. Rather than accounting and law being seen as discrete and opposing services, we suggested that the right answer was “one-stop shopping” which would benefit clients.
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Collaborated with CEOs of both firms, proactively scheduling conference calls to unite senior leaders
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Created a strategy for communicating with internal and external audiences
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Liaised with internal creative services and web support teams, and with external advertising agency
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RESULTS: Fireworks Communications built stronger relationships with the Upper Law Society of Canada, proactively placing articles and opinion pieces in Lexpert Magazine, The Law Times, and The National Post.
We changed perceptions within the legal community, strengthening the reputation of the “Big Four” accounting firm.
Fireworks Communications brought strategic focus to public relations at a Big Four accounting firm
Fireworks Communications helped a mid-size accounting firm break into the national media spotlight
Fireworks Communications can manage a public relations crisis in the face of industry change
Fireworks Communications brought strategic focus to public relations at a Big Four accounting firm