UNITED DAIRY FARMERS

CHALLENGE

Two employees of the convenience food chain who had been terminated for cause filed a $17 million lawsuit claiming racial discrimination. Extensive publicity efforts by the plaintiff's attorney gained community support for the lawsuit, including anti-company rallies and attempts of a company boycott. High-profile national civil rights leader became involved seeking settlement of the lawsuit, which the company declined to do.

APPROACH

Developed background papers on company position and actions related to hiring practices, emphasizing its equal treatment practices. Arranged meetings with community leaders to explain circumstances. Communicated with employees as developments warranted. Conducted ongoing, extensive interactions with reporters and editors, both proactive and reactive. Provided communication support as the legal case unfolded.

RESULTS

News articles contained the company's messages in the desired measured, reasonable tone. When dramatic new evidence developed that discredited a key plaintiff's witness, a major press conference was held. The result was an immediate shift in the media's view of the situation and favorable editorial coverage of the company's position ensued. The resulting trial found in favor of the company on the major elements. No negative impact on sales was reported throughout the proceedings.