6 tips for brand managers shutting down a product or business

When winding down operations and saying goodbye to customers, PR can help smooth the transition and communicate important messages. Consider these insights.

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It’s happened. The company or client you work for is shutting down, shuttering one of its services, or discontinuing a product.

As part of the PR team, management brings you in to seek your help in communicating the message. What’s the best way to handle internal and external communications in such a scenario?

Here are guidelines to help your audience say goodbye:

“Rumors are bound to swirl around a business closure, so put these to bed as soon as possible. Release a statement to both press and customers providing as much factual information as you can,” says Hayley Smith, director and owner of Boxed Out PR, who went through this with a former employer.

Make sure the news come from you, not from another source. “Use trusted journalists, or set up an exclusive interview with an industry magazine,” Smith adds.

[RELATED: Make sure your team is up to date on the latest skills, strategies and practices. Learn more about Ragan Training.]

2. Assemble a team.

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