Global Forest Products Company

Challenge:
Reputation Partners was engaged by a Global Forest Products Company to help its North American papermaking operations secure a favorable labor contract with 1,400+ employees represented by the United Steelworkers of America (USW). Negotiations were protracted and contentious, and a disruptive strike loomed. In addition, the outcome of the negotiations with the USW were being closely watched by other union-represented employees at the company who were also in the midst of negotiating new labor contracts.

Strategy/Implementation:
Reputation Partners developed an integrated communications strategy and action plan designed to help the company achieve a favorable contract with the USW, preserve good labor relations with its other union and non-union employees, and prepare the company to minimize fallout in the event of a strike. Our work included conducting focus groups with front-line supervisors to ascertain a clearer understanding of the most pressing issues at stake. Results of such focus groups helped to drive a communications strategy/approach that resonated with rank-and-file workers. We also drafted key messages and materials to articulate the business/competitive rationale behind the company’s proposed contract provisions and to simplify the various issues into easy-to-understand terms that resonated with broad employee groups.

Results:
The company ultimately reached a favorable five-year labor agreement that included its needed/desired provisions. A strike was avoided and amicable relations were maintained with the USW-represented employees and other employees.