CHALLENGE
Siemens is the core supplier of trains to Metro, the private operator of the Victorian public train system. In 2009, the train system came under intense scrutiny as a number of trains were found to be ‘over-shooting’ the train platform.
Although there were a number of factors involved, brake failure on the part of the Siemens’ trains was wrongly identified to be the cause, resulting in a significant amount of negative media coverage.
Due to the broader business context, Siemens had to remain ‘neutral’ in relation to discussing other factors which may have been to blame.
SOLUTION
As the debate was being played out in the media, B-M conducted a highly targeted media relations campaign where messaging reinforced contextual issues around commuter safety and convenience; as well as highlighting infrastructure issues, rather than specific train issues.
Journalists at key metropolitan print and radio media were provided with detailed technical briefings and in-depth interviews with Siemens CEO.
OUTCOME
B-M secured positive media coverage that reinforced Siemens key messages in target media. Journalist attitudes were also changed, with one in particular becoming an ongoing advocate for Siemens.
A strong relationship with the customer (Metro) was maintained by close collaboration on messaging and approach to media.