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M.NETWORK <br />59RFP NO. 19-07-02 <br />d. State what experience the Firm has in developing strategic PR and crisis <br />management plans. (Examples may be shared and results may also be included.) <br />Of the services The M Network offers, crisis communications is, by far, the most important. We <br />take great care to consider the immediate and long-term impact of what our clients say, how <br />they say it, and to whom they speak. Unfortunately, many of the matters we are called for <br />crisis communication are incredibly sensitive. Confidentiality and our sense of loyalty to these <br />clients prohibits us from giving descriptions or case studies. There are a few, notable crisis <br />projects that we are at liberty to outline: <br />Marjory Stoneman Douglas Shooting <br />In the immediate aftermath of the MSD shooting, The M Network was called upon to do <br />exactly this. It was a “drop-everything” moment, and one in which we were honored to stand <br />with The Children’s Services Council of Broward County and offer whatever assistance we <br />could. <br />Providing counsel, writing statements, crafting messages to the public was all very important <br />work. And that assistance has continued through this year as the tragedy continues to impact <br />our community. The important part of crisis communications, however, happens before there <br />is ever a crisis. <br />Because The M Network had codified CSC’s brand and messaging, we were able to keep <br />them on message and in their “lane” through a very emotional time. It was tempting for the <br />Executive Director, a Parkland resident herself, to pound her fist on the table and demand <br />someone’s head, or new gun legislation, or any of the other things that might have seemed <br />like necessary reactions. <br />Because, however we had established the CSC mission as being to “...enhance the lives of <br />the children of Broward County and empower them to become responsible, productive <br />adults through collaborative planning and funding of a continuum of services,” we were able <br />to filter all of the crisis messaging through that lens.