Client

Michigan State University (MSU), a flagship institution within the Dubai International Academic City (DIAC), was preparing to announce there would be a shift in strategy for its Dubai operation.   Four Communications was engaged to handle the sensitive announcement which would see the university move undergraduate courses back to its campus in the United States.   Despite all the planning, MSU was forced into reacting to a leak of information to a local newspaper which had become aware of MSU’s decision.  

Objective

Our goals were clear. Put the students, staff and faculty first; then manage media to keep coverage as low as possible – and in any articles that did appear, to get a balanced message across.  

Solution

By working closely with the MSU communications team we established the overall strategy, key timelines, messaging and a stakeholder engagement plan. A detailed working document (or crisis plan) was created which became our core source to work from with every detail outlined, from draft press releases, holding statements, talking points and the expected ‘tough’ questions. Meetings and briefings were arranged with stakeholders and the PR tactics and tools were ready.  

Results

We achieved our primary goal, despite the leak – keeping control of the announcement in terms of getting to our staff and students first. We then achieved our secondary goals of limiting media coverage and keeping as much balance as possible within that coverage.   There were only nine pieces of coverage in total – and limited negative headlines or serious backlash from stakeholders through the media. Positive key message penetration was delivered through one on one interviews and the issue was kept from becoming front page news.   The PR programme won the corporate image and reputation management category at the 2010 Middle East Public Relations Association (MEPRA) awards.