Union backlash

A leading private equity firm had no other choice than to liquidate a distressed consumer retail portfolio company due to economic and political pressure associated with the pandemic. Prior to this, the private equity firm enjoyed a pristine reputation, but had not invested in its image. We implemented a dual-pronged strategy to define and communicate the investor's intentions and value proposition, while engaging with the media to clarify facts amid a disinformation campaign generated by a labor union and politicians.