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Making it Happen
When Thorp & Company began working with Hybrid Networks in 2000, the former Silicon Valley-based maker of fixed broadband wireless equipment was struggling through a crisis in public confidence, fighting back from being delisted from the Nasdaq Stock Market and wrestling with credibility issues among customers and investors. To make matters worse, Hybrid also was undergoing an SEC investigation. Thorp & Company’s challenge was to restore public confidence and position Hybrid as an industry leader.
Thorp & Company counseled Hybrid to increase its contact with the media, the public and Wall Street, focusing on promoting its product line and tech savvy while preparing to be relisted on Nasdaq. For the company to regain the public’s trust, its executives had to become highly visible.
To help accomplish this, Thorp & Company worked closely with the company’s executives to develop presentations to re-establish relationships with key industry analysts and investors and promote Hybrid’s fixed broadband wireless technology to the trade media and the general public.
Preparation was key. Thorp & Company organized intensive media training and message development sessions where Hybrid executives learned how to answer difficult questions, reiterate main message points and describe their success. The strategy included positioning Hybrid’s technology as the best wireless solution available to bring high-speed Internet access to homes and businesses.
Thorp & Company also prepared communications materials, including news releases, Powerpoint and Flash presentations, fact sheets and other background information. Thorp & Company scheduled Hybrid’s quarterly conference calls with analysts and equipped Hybrid’s executives with detailed scripts and answers to difficult questions. These efforts were complemented by a speakers bureau and tradeshow program.
The result was a successful relisting announcement with media coverage that focused on Hybrid’s accomplishments and its prospects for the future. Overall results were equally impressive. During the first year of the program, Thorp & Company secured more than 200 news stories for Hybrid – an average of four media opportunities per week. Hybrid was featured positively in 33 articles in the top-five trade publications, and the company secured significantly more positive coverage than its main competitor. Most importantly, Thorp & Company’s efforts helped to improve the company’s reputation among potential customers and investors and restore the company’s credibility.
[PRINTER FRIENDLY VERSION]
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