SWORD & SHIELD

SJ Public Relations helped Anheuser-Busch create a national crisis plan and deliver its social responsibility message to specific consumer groups across the U.S.

OPPORTUNITY

Anheuser-Busch Co., America’s leading beer brewer, enlisted SJ Public Relations to develop a proactive crisis communication contingency plan in the event they would become the target of community activism.

The PR program developed was national in scope and also included a local market presence in major markets. SJPR’s strong media relationships were leveraged to provide a unique community/media centric messaging platform and instant message dissemination to general and multicultural consumers.

STRATEGY

SJPR developed a national Hispanic-focused crisis management communication plan with a local presence that Anheuser-Busch kept on standby. If we were to become the object of a targeted effort, we would execute all of the media strategy components, and disseminate messaging and communication pieces in a matter of hours to the specific public segments.

Additionally, SJPR developed a social responsibilities campaign to promote safe driving habits. The program was supported with media relations, local event sponsorships and grassroots events.

RESULTS

Sometimes results are invisible as they prevent perils that would have only happened if a program was not in place.

Since the implementation of the National/Local PR Sword and Shield program we became proactively supportive in our communities and established a local network of media and community leaders that supported us. We effectively received timely local market intel and proactively diffused any potential community issues from arising. Our preparedness worked well because we never had to activate the crisis management component.