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We are very humbled to receive the Merit award in the Community Relations and Reputation Management category of the Communication Management division from the Detroit Chapter of the International Association of Business Communicators (IABC).

We worked alongside the Humane Society of Macomb animal shelter when they were being assaulted by protesters, both online and physically on the sidewalk outside its front door. Local TV news stations featured the story often as the accusations involved mistreatment of animals, a tender subject for most.

Delving into the issues behind the accusations, the agency helped the shelter remedy situations that led to misrepresentation in the media. A strategic plan to restore HSM’s image included a new website and social media initiatives that were implemented within a relatively short time period and ultimately, a positive public sentiment was restored.

“As gratifying as it is to win this award from IABC, the real ‘win’ was the turnaround in public opinion about the Humane Society of Macomb,” says Amanda Farley, Accounts Director and partner at SS Digital Media. “Swift communication action in a crisis situation is critical and we were delighted at the outcome. HSM has since been recognized as a model shelter and we continue to work with them to spread the word about their caring, compassionate care.”

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