Differentiating for the sake of safety
TRSA, the leading global textile services trade association, wanted to raise its profile. After an extensive search, Kimball Hughes was selected by the Virginia-based association to develop a communications plan focused on securing coverage in trade media. Within the first 30 days, TRSA learned a non-member commercial laundry in New Orleans would be the subject of an imminent New York Times article about bacteria infections, hospital linens and patient deaths. Absent industry-wide information on existing safety protocols and procedures, the resulting article risked damage to the region’s entire commercial laundry industry.
We worked quickly with individuals on the ground in New Orleans and TRSA’s board to sort through a fast-moving situation. We determined an appropriate response and put TRSA’s CEO in front of a Times investigative reporter who was only hours away from deadline. The story ran, industry-wide safety protocols were referenced and TRSA’s members avoided inaccurate and unflattering media coverage. We continue to work with TRSA, successfully meeting their goal of increased coverage in a variety of trade newspapers, magazines and online publications.