The vice-president, government and corporate affairs, must prepare an action plan outlining how the company will communicate the phase-out of its entire manufacturing operation. The phase-out would directly affect the jobs of 217 unionized employees. He knows that because the market would now be supplied primarily from plants in the United States, the union, politicians, and the press would impute the phase-out to the Free Trade Agreement. Such accusations could have a substantial negative impact on the company's public image. Consequently, in order to protect the company's interests, including its market share, he knows it is important that key audiences understand the actual reasons behind the phase-out.
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