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Responding effectively to crisis
Internet Commerce Corporation (ICC)

Goal:
To minimize the potentially devastating effects on Internet Commerce Corporation's client base due to a competitors' announcement.

Approach:
Internet Commerce Corporation (ICC), an Internet-based EDI provider, was dealt a major blow when two of its competitors announced that that they were severing interconnectivity between ICC's network and their own proprietary value-added networks (VANs). The anti-competitive effect of these disconnections was potentially devastating to ICC's relationships with its clients.

In order to diminish the possibility of negative press and the resulting fallout to clients, a company's response to the media and other stakeholders needs to be clear and consistent, and support the company's key messages. Stephenson Group (SG) conducted a media relations initiative for ICC in response to the disconnections. The initiative included developing messaging and positioning for the ICC response and the development and execution of a two-month action plan for media relations, client contact, and industry outreach designed to build support for ICC's position and to deliver the ICC message through the media. SG also drafted a direct mail response for ICC CEO Michael Cassidy to use with clients concerned about ICC's continued viability in the marketplace.

Results:
SG's media relations campaign produced extensive media coverage of the ICC response, including virtually unanimous endorsement of ICC's position among the media reporting on the issue. ICC has reported minimal impact from the original competitor announcement, and support has in fact strengthened in various stakeholder groups, including their important client base.

A sampling of the positive media coverage follows:

  • Michael S. McGarr, "Tech Focus: EDI World Ponders Why Top VANs Snubbed ICC," Ecomworld.com, March 26, 2002 (662 words).

  • Jim Ericson, "EDI Gets Interesting," Line 56, March 21, 2002 (1992 words).

  • Paul Festa, "Net efficiencies roil a lumbering industry," CNET.com, March 4, 2002 (1400 words)
    • Posted on ZDNet, March 4, 2002
    • Posted on BusinessWeek Online, March 5, 2002

  • Richard Karpinski, "Today's Internet Insight," InternetWeek, March 1, 2002 (217 words)

  • Richard Karpinski, "Rivals Battle Over EDI Disconnect," InternetWeek, February 28, 2002 (1005 words)

  • Tom Smith, "Net Results/Week in Review," InternetWeek, reposted on Yahoo! News, February 28, 2002 (80 words)

  • Editor's Summary, "Rivals battle over EDI disconnect," InternetWeek, February 28, 2002 (1005 words)
    • Posted on Tech Target, February 28, 2002
    • Posted on Wall Street & Technology Online, February 28, 2002

  • Michael S. McGarr, "Tech Focus: Changing Times Force VANs Into New Roles," E-Commerce World, February 1, 2002 (712 words)