#TurnItDown: how to make your crisis comunication strategic

#TurnItDown became a perfect example of campaign that responds to a several communication challenges at a time. "Naftogaz of Ukraine" state oil and gas company benefited both at the strategic level (in relations with Russian "Gazprom") and in disputes with the domestic opponents of the company.
Audience reach by the conflict parties
Audience reach by the conflict parties

In the last days of February it became known that the Stockholm Arbitration passed a second decision in the dispute between NJSC Naftogaz of Ukraine and Russian Gazprom. This caused a record in amount of media releases with references to Naftogaz.

Gazprom efforts to aggravate the discussion around the Stockholm Arbitration was beneficial to Naftogaz, giving the opportunity to unite the media, audience and politicians that previously confronted state oil and gas company.

TurnItDown hashtag turned out to be so precise that it quickly became a memo. The flash mob proved to be effective not only to solve problems with Russians, but making progress in public communication on other issues: heating season and the shortage of gas, disputes with the Government on the options for anbadling, and the imposition of fiscal penalty in the amount of 8.3 billion.

'Naftogaz' positioning as winner in the legal dispute with Russians helped to respond to all kinds of criticism against the company at the moment. Public support from the President Poroshenko also contributed to success.

If consider this communication case as a strategic one, it was targeted not only at Ukrainian citizens but the public worldwide, the one to prove that narrative of the Maidan was very effective.

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