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Class Action Strategy - Educational Institution
Education · Turnaround
1the challenge
Challenge: A major class action lawsuit threatened the existence of an old and respected institution. There was a complex web of stakeholders including the plaintiffs, students, parents, alumni, donors, staff, faculty and the public. No communication had taken place outside the courtroom and legal process. There were no prospects of a reasonable settlement.
2the approach
Approach: Direct communication was opened with the plaintiffs to understand their true objectives. They wanted to be acknowledged, respected and they wanted an apology, They sought to be reintegrated into the institution’s community. Communications strategies were developed to build bridges with the plaintiffs, to build trust, and to win the hearts and minds of the other stakeholder groups, working with legal counsel.
3the result
Result: The plaintiffs were open to direct communication with the institution and accepted its good intentions. Bridges were successfully built resulting in the establishment of a truth and reconciliation process. Trust was established. The class action was settled for less than 1% of the original claim.