17 May 2018

Managing communications in labor re-structuring processes: 10 keys to avoiding errors

When a corporation has to tackle the re-structuring of labor, a common result is a negative impact on their reputation, regardless of how justified this measure may be. Managing communications thus plays a key role in these cases both as a tool to facilitate the negotiation process and in seeking to minimize the impact of the whole process.

In these cases, moreover, conditioning factors may come together to further exacerbate the situation, which may affect the corporation’s reputation as well as the normal functioning of the business itself.

When facing these situations, there are certain key issues worth taking into account to avoid errors that are frequently made in managing communications. This article reviews 10 of these keys which include, for example, the need for alignment with the legal strategy, the suitability of having materials and scenarios already in mind and prepared and the need to maintain a willingness to negotiate throughout the process.

authors:
Luis González
Director of the Re-structuring and Organizations and Persons Areas of LLORENTE & CUENCA
With 20 years of professional experience, Gonzalez is an expert in crisis communications, restructurings, insolvencies and media relations, with a specialization in infrastructure, real estate, food, health and industrial sectors. Previously, he was a director for LLORENTE & CUENCA’s operations in Chile (2014-2016) and Portugal (2012). Before joining the company, he was an editor of Diario Médico, editor-in-chief of local TV channels Teletoledo and TV Guadalajara and press officer and director of expansion for the advertising agency Tactics Europe. He is a journalist with a degree in information science from the Complutense University of Madrid and is a visiting professor on various strategic communications master’s degree courses.
Alba García
Manager of Litigations of LLORENTE & CUENCA
She holds a degree in advertising and public relations and a master’s degree in corporate and advertising communication from Universidad Complutense de Madrid. She has coordinated the UCM master’s degrees in “Communication of Public and Political Institutions” and “Corporate and Advertising Communication”. She has worked at LLORENTE & CUENCA in recent years on a host of communication projects during court proceedings and re-structuring processes. In this field, the campaign developed for the reputational crisis of Vitaldent during litigation received a Stevie Award in 2017. She has also played various roles in corporate communication projects for such customers as Coca-Cola, Burger King, Mercadona, Atento and Faurecia.
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PORTUGUÊS-BRASIL

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