Gibson should turn to online video for crisis comms response to illegal wood use claims, says PR expert
Gibson must clarify and communicate its legal position, says a crisis PR expert, after the guitar manufacturer was raided by federal agents investigating the company over the use of illegal wood supplies.
The CEO of the company, Henry Juszkiewicz has already released a statement denying any wrongdoing, as it is claimed that Gibson used imported exotic wood from India, such as Ebony.
“Gibson has complied with foreign laws and believes it is innocent of any wrong doing," said Juszkiewicz said in a statement. "We will fight aggressively to prove our innocence. This action was taken without the support and consent of the government in India.
“Agents seized wood that was Forest Stewardship Council controlled. Gibson has a long history of supporting sustainable and responsible sources of wood and has worked diligently with entities such as the Rainforest Alliance and Greenpeace to secure FSC-certified supplies. The wood seized on 24 August satisfied FSC standards,” Juszkiewicz added.
Asked for his thoughts in terms of a crisis PR response, Nathan Lane, managing director for Leeds based Ptarmigan Bell Pottinger, suggested: “They [Gibson] need to clarify the legal position and communicate it clearly to all customers. Gibson should also use digital, especially video content, to communicate their own position on sourcing directly to the public. Every manufacturer must consider the sustainability of its products and it looks like Gibson has some big step to take.”