Proactive crisis communication minimizes negative coverage 

As Chicago funeral service providers threatened to strike during union negotiations, Service Corporation International (SCI) – North America’s largest single provider of funeral, cemetery and cremation services – sought to minimize negative media coverage.

Designed to ensure a smooth negotiation process, Morningstar Communications created a strategy to accurately portray SCI’s position and keep employees informed. Along with engaging the Chicago office of our affiliate MS&L, we developed educational materials to inform the media and employees of SCI’s perspective. We stayed in close contact with the negotiation team and crafted key messaging for media spokespeople. In the end, media coverage leading up to the strike deadline was minimal and our client was well prepared to manage communications.