GH and Dow Chemical
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Dow worked with the United Nations to launch sustainability goals in 2015 covering issues like energy, climate change, and water. The company transformed its media relations strategy from suspicion of media to engagement, tripling positive media impressions. With global offices, Dow developed Blue Planet Run to raise funds and awareness for clean water access, creating more reputational impact than advertising. During two business crises, the company maintained neutral to positive messaging on most days through issues management support. Internal communications initiatives like highlighting employee contributions improved morale, with 90% of employees agreeing reputation building helps achieve goals.
GH and Dow Chemical
- 1. In conjunction with the United Nations, we supported the launch of Dow’s 2015 Sustainability Goals, which included commitments on energy, climate change, sustainable chemistry, community success, water, housing and other major issues. This involved enhancing more than 50 relationships with traditional Dow adversaries in the NGO community.
- 2. Our team has helped to transform Dow’s corporate media relations initiatives, setting aside its recent history of treating the media with suspicion to adopt a more engaged strategy with top-tier media. The result? Dow on-strategy media impressions have tripled, from roughly 11 million per month in early 2006 to an average of more than 33 million per month in 2008.
- 3. With the engagement of offices all over the world, we helped Dow develop and stage Blue Planet Run® (BPR), a new global event featuring 20 athletes (including two Dow employees) running a non-stop relay around the world to raise awareness and funds to address the pressing global problem of access to clean water. In bi-annual quantitative reputation surveys, the 25 percent of respondents with some awareness of BPR ranked Dow among the world’s leading companies, creating a greater impact than any other Dow marketing or communications channel, including advertising.
- 4. Our issues and crisis communications experts have supported Dow on many fronts, including litigation communications, M&A support and communications on other controversies. During the two most recent issues-related spikes in media coverage, related to business-critical controversies for the company, neutral to on-strategy messaging predominated on 132 of 150 days of the crisis periods.
- 5. Our employee communications practice Insidedge has helped to improve employee communications and morale through a series of new initiatives. The “I Am the Human Element” internal campaign highlights the contributions of individual Dow employees who fulfill the company vision. An overwhelming 90% of employees strongly agree or agree that Dow’s efforts to build its reputation are beneficial to achieving company goals.