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Transitions Optical
The Benefit of Foresight.
The Situation. Hughes Public Relations was approached by leading lens producer Transitions Optical to manage a communications strategy for the closure of its manufacturing plant south of Adelaide, and the subsequent loss of around 30 jobs.
The company indicated that following a review of its operations globally, it had been decided to rationalise operations and the Lonsdale plant was not part of its longer term plans. The reason for the closure of the site was increased competition from imported products into the Australian market; decreased global demand for its specialty products produced at the plant; and the lower cost of manufacture of Asian facilities.
The one positive to come out of the decision was that Adelaide would remain the Australian and New Zealand commercial and distribution base.
Objectives. The client required the support of a PR firm to devise and coordinate a comprehensive communications strategy that involved notifying staff, media, suppliers, retailers and government of its decision, while protecting the reputation (and market share) of the Transitions Optical brand.
Among the key objectives set by Hughes Public Relations and the company were to:
- Minimise the impact of the announcement on employees and their families and maximise their opportunities for re-employment;
- Maintain and protecting the Transitions brand and product;
- Address any trade or supplier nervousness and speculation;
- Inform both on-site and off-site staff of the decision concurrently;
- Brief its key lenscaster partners;
- Brief government at local, state and federal level; and
- Manage media liaison and minimise media criticism and speculation.
Elements. Having identified the reasons behind the decision to close the manufacturing plant, Hughes Public Relations devised a strategy aimed at being as up front as possible with media, employees, government and other key stakeholders, while containing the story to local Adelaide news and within a single 24-hour news cycle.
All communications prepared by Hughes PR concentrated on why the decision was made, who would be affected, and what the company was doing to help those employees affected. This included seeking to assure the company’s product consumers that Transitions would maintain its commercial and distribution base in Adelaide, and therefore that its world-leading products would continue to be available throughout Australia and New Zealand.
Hughes Public Relations prepared all communications material including news releases, letters to industry and government, Q&A’s and a staff ‘enquiries’ help sheet.
In preparation for the announcement, Hughes Public Relations provided advice on the most suitable company spokesperson, organised media training and provided ongoing media monitoring support.
Hughes Public Relations advised the company on the most suitable timing of the announcement, and provided advanced notice to relevant federal, state and local government representatives and MPs.
Outcome. Hughes Public Relations exceeded its own expectations by containing electronic media coverage to a single day, with no employees ‘speaking out’ in the media and no public criticism by government, suppliers or retailers, and most importantly, preserving the brand’s reputation.
In summary, the key goals of minimising media criticism and protecting the reputation of the Transitions brand were well and truly achieved.
