Bringing the ‘Human Line’ to Life
Corporate storytelling to keep reputation on track.
Southeastern faces reputational challenges across its business and wages an on-going battle against negative coverage caused by poor weather conditions, infrastructure failure, and rail fare increases.
Most significantly of all, it faces the sustained challenge of being the train company most affected by rebuilding London Bridge station, causing three years of disruption for passengers. As their retained, we provide Southeastern with ongoing issues and crisis support as part of a broader passenger and stakeholder campaign.
Achieving an 18% positive shift in tone
We recently developed an updated crisis communications plan outlining the processes and messaging in the event of extreme weather. We also support them with storytelling around their winter preparations each year.
We have also helped Southeastern develop a positive news agenda that shows their committed staff behind the service and brings their commitment to supporting local communities to life.
In 2017, we helped Southeastern boost its media coverage by 34%, with an 18% positive shift in tone. Positive stories reached an audience of 52 million, supporting a 35% increase in social engagement on Twitter.
This was a
Project for Southeastern