ENDING AN ERA
Challenge:
Family owned Susquehanna Pfaltzgraff reached the difficult decision in 2005 to sell its two largest subsidiaries--Pfaltzgraff, a well-known maker and marketer of dinnerware, and Susquehanna Media, one of the largest private owners of top-rated radio stations and cable television systems in the country. The York, PA-based company, which has a heritage dating back almost 200 years, turned to Dix & Eaton.
Solution:
Dix & Eaton developed a strategic plan to coordinate complex communications with employees, customers, suppliers, the York community and the media.
In carrying out the plan, Dix & Eaton honed key messages, created talking points and presentation scripts, facilitated corporate coaching sessions and prepared news releases, letters, Q&As and other tools for communicating the news. As news of the sale was made public, a Dix & Eaton team was on site to work with the company to communicate messages internally to employees as well as externally to the media.
Results:
Effective communications helped preserve the value of the dinnerware, radio and cable businesses. Key audiences – including employees – reacted well, with management receiving high marks for its prompt, forthright and heartfelt communication. |
