A West Coast Community Development Organization
Takes a Hit to its Reputation – and Recovers in Style

CLIENT’S CHALLENGE

Sometimes the best of intentions doesn’t pan out. A long-standing local community organization dedicated to helping underserved communities in California improve their quality of life and access to services suffered a setback in a high-profile project. The public/private partnership appeared to be on the verge of finalizing a multi-million development project that promised to bring to the troubled neighborhood a wave of new capital investments, a rush of new jobs, and a fresh array of businesses necessary to support economic revitalization and urban renewal. Then an anchor investor pulled out – for reasons unrelated to the project. 

Disappointment sweeping the neighborhood soured, turning into resentment. The organization’s long track record of good deeds appeared to be irrelevant to many local groups who blamed it for the project’s collapse.  Through a network reference, the organization’s Director reached out to Strategia. “I understand that you’ve helped other groups weather rough patches like this one,” she said. “Tell us how to climb out of this hole.”

THE STRATEGIA SOLUTION

Public opinion is a fluid and fickle phenomenon – but one that can be influenced by high-profile actions and events. Rather than spend time and resources trying to educate angry and outspoken community representatives and spokespersons on the real facts behind the project’s cancellation, the Strategia team mounted a multi-tiered campaign in precisely the opposite direction: highlighting the good works of the organization on other projects benefiting many communities throughout the broader metropolitan area. These included grants and funding for local services, scholarships for promising students, and partnerships with third-party associations including nonprofits and various public service entities, among other projects.

At the same time, Strategia took pains to answer and respond to every media inquiry – on any topic, positive or not. “That’s a cardinal rule absolutely essential to reputational recovery,” says Strategia founder Lissa Druss.  “You may not completely control the narrative, but you never want to miss an opportunity to help any stakeholder – not just the media – gain a more accurate picture of facts, events, and even intentions.” 

IMPACTS + OUTCOMES

Within 90 to 120 days, public sentiment began to shift. High-visibility events and media profiles brought to light the organization’s beneficial impacts on the community. Public comments on social media moved from primarily critical to generally balanced – and from balanced to primarily positive. A state senator commented that the tenor of his constituents’ communications had “moved on” to other priorities. Six months later, it was “business as usual” for the organization, which continued to retain the Strategia team and task it with strategic assignments in other areas. Two years later, they remain partners in advocacy, and community relations are better than ever.