Challenge
AFAB is one of the biggest credit agents in the Netherlands. The threat of negative media attention has to be shifted and the damage to the image of AFAB Financiële Diensten Holding NV has to be minimised. After the failure of DSB Bank, the media seemed to have found a new victim in AFAB. This was because of reports regarding single-premium policies, the commission regulations for intermediaries, the re-financing of the organisation and the departure of a member of the supervisory board.
Strategy and Action
The problems were quickly itemised by means of a crisis analysis, and the threatened crisis was identified. Then, the communications strategy was determined, the crisis team set up and the spokespersons appointed. Core messages were formulated and a Q&A set up. Crisis management training was used to prepare members of the Board to act as spokespersons. The existing means of communication were examined in the light of the new communications strategy and, where necessary, adjusted. With help from.
Results
Noise and misinterpretation have been kept to a minimum. Complete openness and an active dialogue with the press and public limited the damage to image. The supervisory authority and the consortium of banks appreciated the approach, and editors thanked the board for the effort and openness. The re-financing has been completed favourably, and the continuity of the organisation has been guaranteed.
The Worldcom PR Group agencies advising this account are:
IvRM Communicatie, The Netherlands
Challenge
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