Originally established to service the now defunct car assembly industry, the plant had struggled on for more than a decade exporting virtually all its output. For three years Network PR worked alongside Pilkington’s management to keep staff fully informed of efforts to secure new markets or find a buyer for the business.
When closure became inevitable in 2003 Network PR continued to partner Pilkington, providing strategic change management advice and practical assistance to ensure communication with staff, the local community and central Government was expertly managed.
OUR ROLE
Network PR helped Pilkington protect the reputation of its brand, handle difficult internal communications, and manage its relationship with the local community where it had been a significant employer for more than 50 years. There was also a strong local and central Government communication element. Pilkington’s management was committed to open communication. Network PR prepared a plan to manage the plant closure, working closely with Pilkington’s management each step of the way.
RESULTS
Priority was given to face-to-face communication with all audiences, especially staff. Adequate time was given for the process to unfold. The fact Pilkington had actively explored every option to keep the plant open was communicated strongly and this significantly enhanced its credibility.
The thoroughness of the communication process was reflected in the fact there was no adverse media coverage. Public commentators were sympathetic to the efforts of the company to retain the plant and the positive way in which staff had been treated. The closure was completed with many staff staying to the very end to see the process through. Most staff quickly picked up alternative employment as a result of the positive reputation of Pilkington and its staff in the area. |
