Negative social and news media discussion was spreading about a decision that BOC Super had made. While the matter was straightforward in terms of members’ interests and legal implications, this presented the risk of significant damage to BOC’s reputation and a wider understanding of the facts.

BOC Super needed to act quickly to protect its reputation with all of its stakeholders. 

BOC Super CEO Allan Murphy, says: “We were concerned about members’ confidence in us and our reputation online, in media and with stakeholders.

We briefed BlueChip because they understood the technical issues, the grounds for the decision and because they were recommended by others who had worked with them to manage reputation risks. With their help we developed a management and PR approach that aligned to our values and governance requirements, and that protected our reputation. The reasons for our decision were understood and respected by those who mattered.“

“BlueChip’s advice gave us clarity to communicate, confidence in our ability to have our position understood and on call help. They helped us protect the fund in a potentially difficult situation. I’d call on their help again if we needed it and recommend them to others facing similar issues. ”

Strategic advice and crisis management

To enhance BOC Super’s crisis management capacity, BlueChip developed an issues management plan and content strategy that was presented to the board.

This included advice on reputation risk assessment and how the specific issue would be managed, but also building the Fund’s early warning capability, training and proactive management in the medium to long term.

With BlueChip’s help, emotive social media discussion was minimised, neutral and positive content from BOC Super was widely circulated. Media coverage was both contained and also fair.