Issues Management:Hamilton SteelCorp

Situational Analysis

Sales have fallen close to 40% Major contracts have expired Prospective job less of approx. 800

manufacturing jobs and 50 management positions

Rumors of layoffs President is not comfortable

speaking to media

Problems

Stakeholder confusion

Lack of communication

Poor media coverage

Opportunities

President, Jill Evans, is a high profile community leader

They are well regarded for their Corporate Social Responsibility activities

5 Step Issues Management Process

1. Identify the Issues

Monitor news reports (content analysis)

Survey employees, customers, community

Attend union meetings or have a representative attend them

Meet with union representatives one-on-one for interviews

2. Analysis

Research other plant closures

Analyze Corporate Social Responsibility of other steel companies

3. Strategic options

Spokesperson

Reputation

Media

Union

4. Action Plan

Media kit Spokesperson training Internal Communications Presidents Blog and social media

updates Presidents Newsletter Web Conference Open House (media and community

tour)

5. Evaluation

Surveys

Internet tracking

Systematic content analysis and clipping

Communication Plan

Objectives

Relay correct information to stakeholders

Encourage acceptance of key messages

Increase company transparency and credibility

Identifying Stakeholders

EmployeesCustomersHamilton CommunityNanticoke CommunitySteel Workers Union

Strategies

Use local and national media to relay information and messages

Develop and utilize spokesperson(s) - president and subject matter experts

Use internal communications to provide correct and updated information to employees

Use social media to deliver messages and information

Issue a newsletter from Hamilton SteeCorp President

Hold a Web conference

Have an event - media and community to tour facilities

Provide two way communications

Key Messages

Hamilton SteelCorp is making the best choices to take the company in a new direction.

Hamilton SteelCorp cares about their communities, and has shown that in the communities in which it has done business.

Hamilton SteelCorp will remain open and honest when relaying information to their stakeholders, as soon as it becomes available.

Tactics and Evaluation

Media kit

Media training for spokesperson

Internal communications Employee newsletter

President’s Vblog

Letter from the President

Web Conferencing

Open House at Hamilton Steel Corp

Thank you