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Global Consumer Products Company Fights Patent Infringement Litigation

Situation overview:

A global consumer products company was the subject of a high-profile patent infringement case filed by a major competitor.  The lawsuit had the potential to deliver a multi-million dollar judgment and cause significant reputational and operational damage. The company was challenged with preparing for the worst-case legal verdict.

PROI member Role:

A PROI Worldwide Americas Crisis Group partner developed a crisis management strategy for several potential legal scenarios designed to protect the company’s reputation and restore confidence in the brand. The strategy included:

  • Proactive outreach to key stakeholders to educate them on the court's decision before it became publicized in the media;
  • Developing messaging and incorporating key messages into collateral materials, such as talking points for retail and commercial customer service representatives, and letters to dealers and retailers;
  • Developing and executing an online communications strategy to leverage social media networks and reach customers as well as end-users of the company's products;
  • Managing all media inquiries across global geographic regions; and
  • Preparing senior management's response to the verdict.                                                                                                                                                                                                                                                                                                                     

Results:

When the company lost the lawsuit, we helped senior management execute the prepared proactive communications strategy in a timely and effective manner. Key stakeholders were first notified of the verdict from the company instead of media, which allowed the company’s messages to be communicated clearly without outside influence. Nearly all of the company's dealers, retailers and customers stayed confident in the brand and remained loyal to the company. There was no impact on the company's business and it continued to grow its brand, sales and profitability at record pace.