Xenophon Strategies

American Iron and Steel Institute

Communications Campaign

Outreach efforts sought to provide information on controversial tariffs.

Project Highlights

• Media relations
• Public relations
• Media monitoring
• News management
• Collateral materials
• Third-party advocacy network

Overview

Prior to 2002, the American steel industry had been negatively impacted by surges of low-priced steel imports that drove domestic steel prices to unsustainable lows. The influx of low-priced steel imports resulted in the bankruptcies of 35 American steel companies and the elimination of more than 50,000 American steelworker jobs.

Xenophon established a third-party advocacy network among academia, the economic community and business to provide credible sources to journalists.

To address these issues and allow the American steel industry to restructure and stabilize, President George W. Bush implemented the Section 201 Relief Program in March 2002 to temporarily increase tariffs on imported steel. The tariff program was criticized by foreign producers and importers who claimed that the measure would lead to price increases and supply disruptions. These claims were largely unjustified.

Xenophon Strategies, working on behalf of the American Iron and Steel Institute (AISI), developed and implemented a communications campaign intended to dispel misinformation and help keep the temporary tariff increase in place until domestic producers were able to compete with international producers in the U.S. market.

The campaign focused on educating the media, public and legislators on the many complex issues surrounding the tariffs and the vital role they play in correcting a trade imbalance that threatened a vital domestic industry. To accomplish these goals, Xenophon managed the following components:

Media Monitoring

Xenophon and AISI sought a thorough understanding of how the issue was being reported in the media, so that outreach efforts could be targeted and coordinated. Xenophon started with a baseline monitoring report and analysis and then provided daily XenWatch™ monitoring reports. The reports enabled AISI to respond promptly to inaccuracies and misrepresentations.

Collateral Materials

Xenophon assisted AISI in creating and disseminating materials to the media, public and legislators to help shape their understanding of the steel industry, provide context on the steel crisis and building support and rebuttal criticism of the tariff program. These materials included numerous informational documents and op-ed pieces.

Third-Party Advocacy Network

Xenophon established a third-party advocacy network among the academic, economic and business communities to provide credible sources to journalists. These individuals were knowledgeable and favorable to the issue, thereby providing a sound information source.

The communications campaign designed and implemented by Xenophon was highly successful. The strategies employed by Xenophon played a significant role in shaping the understanding of the steel industry and illustrating the need for the tariff program, which resulted in an increase for domestic productivity, a lowering of production costs, better job security and a more competitive work environment.