case study

overview

Buy As You View are a business operating in what is known as the ‘rent to own’ sector. Without a shop front presence, customers order goods online and pay for their goods in weekly installments via direct debit. The sector is under significant pressure by consumer affairs lobby groups and the major players, including Buy As You View, are the subject of ongoing authorisation reviews by the Financial Conduct Authority.

To support Buy As You View to manage their external perception throughout an extended period of regulator and political scrutiny. To minimise reputational damage from key announcements including a £1 million redress to customers, wide scale redundancies in the business and live situations emerging as a result of leaks from disgruntled former staff.

GK worked with Buy As You View’s senior leadership team to develop media strategies for known events occurring on a regular basis. GK media trained Buy As You View’s senior leadership and provided support for managing media interviews on an ongoing basis. This work included the development of issue management protocols – detailing escalation procedures, internal, external and stakeholder communications sequencing and content and a fully staffed virtual press office. On several successive occasions, often unexpected, GK managed live situations with frequent media contact.

Our work has been successful in keeping Buy As You View’s media profile as low as possible, regularly rebutting false claims made by media informants and ensuring the client’s actual view was reflected in the media. This has involved direct engagement with the Financial Conduct Authority. We have consistently provided counsel to the Chief Executive Officer and senior leadership team on their communications with all relevant parties, often drafting informative materials to keep sympathetic stakeholders in the loop about developments. This has helped maintain control of potentially negative outcomes.

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