Communicate with clarity and compassion.
Less than 24 hours after the 2008 Summer Olympic Games began, tragedy overshadowed competition when an American family was brutally attacked while touring Beijing. Todd and Barbara Bachman were at the Olympics to cheer on the U.S. Men’s volleyball team, coached by their son-in-law, Hugh McCutcheon. Todd, CEO of Bachman’s Inc., was killed and Barbara suffered life-threatening injuries.
The tragedy set in motion a global crisis response led by Beehive on behalf of the family and Bachman’s Inc., a beloved, 125-year-old, family-owned company. Balancing strategy, sensitivity and the need for speed, Beehive built and managed a proactive communications platform that quickly became the go-to resource for the U.S. Olympic Committee, USA Volleyball, federal and state governments, the company’s employees and customers and thousands of media outlets around the world.
- The company’s 16 retail locations operated without interruption, and a smooth leadership transition was announced within two weeks.
- The company’s response was transparent and authentic. Employee, customer and community support was overwhelmingly positive.
- More than 95 percent of global media coverage was accurate and included sincere tributes to Todd Bachman, the company and the family.
- Neither the Bachman’s brand nor the family was entangled in media coverage related to the crime, legal or political matters.