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Boardroom Dog Fight
SITUATION
A metals supplier wanted a meeting with a national aerospace manufacturer to discuss an important, soon-to-expire contract. Unfortunately, the supplier could not get the manufacturer's executives toagree to a meeting or even engage them in a dialog about the contract.
The supplier hired a lawyer to help negotiate new terms but the manufacture continued to stall.
The supplier's management feared that the manufacturer would make a hasty decision on the contract without any input from them.
OUR SOLUTION
A "path of least resistance" strategy was employed: File a lawsuit against the manufacturer and convince a high-profile media outlet to announce the suit so other media would follow.
The supplier's lawyer prepared a law suit seeking an injunction against the manufacturer.
Recent articles by several reporters at high-profile media outlets were researched. As a result of the research, one reporter at the Wall Street Journal was chosen to be pitched an exclusive story about the law suit. The hope was that other media outlets would jump on the bandwagon and do their own stories about the suit, thus putting even more heat on the manufacturer.
The suit was filed on a day determined to offer the reporter the best news value for the story.
RESULTS
A story ran in the Wall Street Journal the day after the suit was filed.
The next day, stories ran on Dow Jones News Wire and Bloomberg Radio, and in the Associated Press, Denver Press, Seattle Times, Denver Rocky Mountain News, Reuters, and Aerospace Daily. Stories also appeared in Aviation Week and American Metal Market.
The day after that, a Vice-President at the manufacturer called the CEO of the metals supplier and arranged a meeting to discuss the terms of the contract.
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