Xenophon Strategies

Ponderosa Steakhouse

A Coordinated Media Strategy

When the sniper case hit home, Xenophon provided strategic counsel and managed media logistics.

Project Highlights

• Media protocol development
• Internal communications
• Media monitoring
• Public liaison
• Advertising development and coordination

Overview

Metromedia Restaurant Group, the parent company of Ponderosa Steakhouse, contacted Xenophon Strategies the morning after snipers targeted a guest leaving its franchisee-owned restaurant in Ashland, Va. in 2002. Area residents had been watching the snipers’ trail of viciousness unfold on television. With one shot, another victim, another family, another community and another nearby business were transformed from audience to participants in the story that terrified the Capital region. The Ponderosa parent company was looking for assistance for the franchisee, whose focus had shifted from a day-to-day commitment to hospitality to concern for the victim and management of the onslaught of media attention.

Response

The parent company of Ponderosa Steakhouse contacted Xenophon Strategies the morning after snipers targeted a guest leaving its franchisee-owned restaurant in Ashland, Virginia.

After a preliminary conversation with the corporate office, Xenophon responded with an initial assessment of the situation and a recommended course of action. With corporate approval, Xenophon had a senior staff member on-site within two hours. Xenophon’s responsibility was to provide strategic counsel and manage logistics related to media relations and public communications. The restaurant primarily was concerned with the state of the victim and his family, assisting with the investigation into the serial shootings and uniting with the entire community that had become the latest area harmed by the snipers.

Tactics

Once on-site, Xenophon conducted a more detailed assessment of the situation and anticipated the ways in which the situation would evolve. Based on this assessment and further consultation with the franchisee and corporate office, Xenophon began tactical implementation, including the following action items:

• Establishment of media protocol and on-site filming policy. Xenophon created and communicated internally the process that restaurant personnel would use to handle reporters’ inquiries. Reporters were visiting the restaurant in person and calling on the telephone. A disciplined approach was necessary to ensure that messages were communicated in the appropriate manner. Xenophon also was the liaison with the media to communicate the restaurant’s policy regarding on-site filming and solicitation of interviews with restaurant employees and guests.
• Internal communications. Xenophon worked with restaurant management to empower servers and other employees with the knowledge of how to best communicate with guests about the tragic event.
• Media monitoring. Xenophon monitored media coverage of the sniper shooting and figured the coverage into its ongoing assessment of the situation.
• Public liaison. Xenophon was a point of contact with law enforcement communications contacts and organizations that contacted the restaurant to inquire how they could help or show support.
• Advertising development and coordination. Xenophon developed and placed an advertisement in a local newspaper to thank law enforcement and the community for their support, while expressing concern for the victim and his family.

Result

Xenophon was extremely impressed with the conduct of the restaurant personnel. Amid sincere and strong concern for the victim, a need to accommodate the needs of law enforcement and heightened attention from the entire community and the media, the restaurant staff team worked well under pressure. The story followed the traditional life cycle of a crisis, with media attention involving the restaurant eventually subsiding except for periodic spikes in coverage as the sniper case unfolded.