Sears enlisted SJ Public Relations to assist in shaping the attitude of the southern Floridian and New Jersey communities towards the brand following its CEO’s poorly received visit to Cuba.
OPPORTUNITY
SEARS Cuba’s Ministry of Economic Development hosted a delegation of prominent U.S. businessmen including Sears Roebuck and Co.’s CEO. Following the trip to Cuba, the Exile community was in an upheaval against SEARS. SJ Public Relations was hired by Sears to manage the brand’s relationship within the outraged Hispanic community of South Florida and New Jersey.
STRATEGY
SJPR Implemented a multi-phased public relations program as follows:
Phase I:
Clarify the facts surrounding the purpose of the trip and issue a public apology. We developed and placed full-page newspaper advertorials showcasing Sears historical supportive record with the Cuban community and set up one-on-one meetings with over 20 community and political leaders.
Phase II:
Maintained a continuous flow of press releases and arranged numerous broadcast and print interviews to communicate Sears no disrespect position.
Phase III:
Continued with on-going public relations efforts to increase the Sears Brand within the Hispanic community,
RESULTS
SJPR’s strategic insights coupled with compelling media training allowed Sears’ public affairs team to communicate the appropriate messages to the Hispanic media, avoiding a looming boycott.
