Communicating bad news always requires special handling. When one of Maryland’s oldest and largest post-production facilities for the film industry was forced to close its doors, Sawmill was asked to devise a press strategy that would allow the CEO to tell the story in her terms, as employees, clients, vendors, and the regional business community needed to understand what led to this decision. Sawmill arranged for the region’s largest daily, The Sun, to have advance, exclusive access to the story. Following a lengthy interview with the CEO, the news appeared as the lead story on Page One, detailing reasons behind the closure. Next Sawmill arranged interviews with regional business reporters and the film industry trade press so they could follow with stories of their own. The result: complete and accurate news coverage that fully explained the scenario, allowing the CEO to communicate her story thoroughly, in context and with dignity.
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