Effective change management drives brand loyalty

Practice Areas: Change mangement, Crisis communications, Reputation management

A global tire manufacturer was faced with a critical challenge: to mitigate the negative impact of its decision to downsize its operations. A voluntary separation scheme was offered to employees but morale was low. There was a fear that employees would retaliate.


Guided by Engage SEA as its strategic communications partner, the manufacturer successfully optimised a one-voice messaging narrative. Holding multiple face-to-face sessions and opening channels of communications, the manufacturer ensured all staff were informed of the situation, and could speak to superiors for clarification. 

We equipped the management staff with over 100 anticipated Q&A from employees through a one-voice messaging workshop and handbook. In addition, we conducted a one-voice media training for the senior leadership team to better prepare for interactions with the press.

A 24/7 real-time online monitoring for comments and crisis allowed the manufacturer to correct messaging with the media, and prepare a comprehensive risk assessment document for the next course of action.

Employee morale and brand loyalty rose leading to positive sentiment surrounding the brand.

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