“Bage and Elizabeth are very flexible, professional and thorough, with first-hand knowledge of how a newsroom works.”

— Gary Heavin, Founder and CEO, Curves International

Negative News Media:

When Curves International was depicted inaccurately in several regional and national news publications, the director of PR set out to find help from a PR crisis management firm.  We were hired to secure editorial coverage to set the record straight,  including a cover story in The Boston Globe Magazine.  Having recently developed and delivered a crisis plan for another marketing communications firm on behalf of national tanning company, we recommended to Curves that its franchisees have step-by-step instructions and training on dealing with the media, specifically how to answer questions related to issues supported by founder Gary Heavin and his wife.

Our team:

• Developed new corporate and franchise messaging
• Developed Curves’ Crisis Communications Plan and Curves’ Non-Crisis Communications Plan, which we presented to Curves’ franchisees at its annual convention.
• Tracked, analyzed and corrected erroneous reports on Curves International
• Created and presented a strategic media protocol for Curves International and its 10,000-plus franchisees
• Wrote and distributed corporate press releases and templates that franchisees now use to tell the positive story of Curves International

Other editorial generated by us included:

• The Wall Street Journal
• NBC “Today”
• CBS “Early Show”
• Newsweek
• Business 2.0

Our experience with Curves led to our involvement in the franchising industry in 2007.