As the world’s largest outdoor rodeo and Western celebration, Cheyenne Frontier Days is an iconic brand and a huge economic engine for Wyoming.
Client: Cheyenne Frontier Days (CFD)
Cheyenne Frontier Days is also the frequent target of animal rights groups that often paint a misleading picture of the rodeo. After years of not responding to negative attacks and allowing others to tell a one-sided story, CFD management realized that the organization’s reputation was being harmed.
It engaged Pushkin PR to help CFD repair a damaged brand. We developed a reputation management program for CFD that included several components.
We created a strategy that emphasized proactive response to criticism, media training and ongoing monitoring.
Like many organizations receiving bad publicity, CFD believed if they ignored it, it would eventually go away. However, that approach gives adversaries the power to tell your story for you. We empowered CFD to take the power back and share its own messages about the type of organization it is. Doing so, CFD not only changed its image, but the organizational culture.