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HOW THE OHIO LOTTERY USED HONEST COMMUNICATIONS
TO CORRECT A MISTAKE AND RENEW PUBLIC CONFIDENCE
In late 1990, The Ohio Lottery Commission was in double jeopardy: It faced the prospects of a "player revolt" and of not meeting its financial commitment to state education. Following primary and secondary research, the Lottery executed an emergency plan in December 1990 to reverse falling revenues and, in four weeks, introduced a new "More Millionaires" Super Lotto game. The success that followed shows how other highly visible organizations – dependent upon public favor for their day-to-day operations – can diffuse criticism and rebuild confidence among investors.
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