Winner: ChoicePoint
Campaign: Privacy, Security and Consumer Communications
In 2006, ChoicePoint execs faced the challenge of an increase in privacy and security breaches by completely revamping the way the company communicated. The main message was
simple: ChoicePoint is a leader in privacy and information security.
"One of the most important initial steps we took was creating a risk and compliance framework that would reach across our entire business," says Tina Stow, ChoicePoint
assistant chief privacy officer, and James Lee, founder of c2m2 Associates.
Implementing the refined strategy centered on an approach that targeted internal and external stakeholders.
Inside Out, Outside In
"The communications outreach program- both internally and externally - was a critical component from the very beginning," Stow and Lee say. Internally, the team established
an Office of Privacy, Ethics and Compliance Intranet, which served as a one-stop shop for updates and policies, and launched a mandatory annual training program through an
interactive online module.
Externally, the team created a consumer advocacy department. "We learned of the need to be more transparent and receptive to consumers' concerns," Stow and Lee say. "The
result was the creation of a consumer advocacy department that works directly with consumers to address their concerns."
Feedback from target audiences indicates that the program was a success. Positive news coverage further vindicated the efforts, recognizing ChoicePoint as an industry leader.