Challenge
A financial services firm faced a difficult stretch of litigation and regulatory scrutiny, accompanied by negative press. The coverage risked shaping how key stakeholders and prospective clients viewed the firm, both in the moment and in search results that would persist long after the immediate attention passed.
Solution
Red Banyan® was engaged to manage communications through the crisis and to address the firm’s long-term search reputation.
- Media Management: Red Banyan® guided the firm’s approach to negative press, working to ensure coverage reflected accurate context.
- Stakeholder Communications: Red Banyan® helped craft coordinated messaging to maintain trust with the firm’s key stakeholder groups during a period of uncertainty.
- Long-Term Search Reputation: Red Banyan® developed an SEO and GEO strategy to strengthen the firm’s presence in traditional and AI-driven search over time, ensuring an accurate picture would endure beyond the news cycle.
Results
The firm gained two things it had been missing. In the near term, it had a coordinated way to talk to the stakeholders whose confidence mattered most, so that clients and partners heard a consistent account from the firm rather than forming their view solely from the coverage. Over the longer term, the search strategy addressed a problem most crisis responses ignore, that negative articles keep shaping perception long after the news cycle ends, since they are what a prospective client or partner finds months later. By working to build an accurate, durable presence across both traditional and AI-driven search, the firm set out to ensure that the lasting online picture reflects the full story rather than only its most difficult chapter.