Grassroots in Times of Upheaval

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Grassroots in Times of Upheaval

• Susan K. Bunning
• Covidien
• Vice President, Global Government Affairs

April 7, 2008
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Public Affairs Overview
Fighting Fires ? Relationship Building ?
Influencing Policy

• Issues Management/Advocacy
• PAC
• Grassroots
• Trade Associations/ Third Party Organizations
• Community Outreach

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Under Siege
57.25 (1/2/02)
16.05 ( 6/3/02)
8.25 (7/25/02)

• Wall Street
• Media
• Capitol Hill
• State Capitals
• Federal Agencies

Are you the toy company or the crooks?
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Action Steps

• Changed Leadership of the Company
• Mission to Restore Reputation and Credibility
• Enhanced Government Affairs Function
• Built PAC
• Established Grassroots Program
• Developed Washington-based Messaging

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Grassroots Throughout the Crisis

• Designed Unique Program to Meet the Specific
  Needs of Crisis
• The issues were complex
• Bad Company-wide moral
• Enlisted 50 Senior Level Execs to become voice of
  90,000 U.S. employees
• Responsibilities of Grassroots Representatives
• Help restore reputation deliver company message
• Attend Public Affairs Training
• Meet with key policy makers and put a face on the
  Company
• Conduct plant tours
• Attend Washington, DC Fly-In

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Lessons Learned

• Know Your Risks
• Foundation Needs to be Built Before Crisis Occurs
  
• Deploy Assets Strategically