Reputation at a Crossroads in a David vs. Goliath Battle

Background

 In 2023, TAMEH Czech found itself in a high-profile dispute with its client – steel manufacturer Liberty Ostrava. Liberty stopped paying for energy supplies and publicly blamed TAMEH for threatening thousands of jobs. PRAM Consulting, in cooperation with law firm Havel & Partners, designed and executed a crisis communication campaign aimed at shifting the dominant narrative and protecting TAMEH’s reputation. The case became widely covered by the media and critical to the future of both companies and their employees.

Description of the problem

 TAMEH Czech, a supplier of energy to Liberty Ostrava, halted deliveries due to Liberty’s unpaid debt of CZK 2 billion. Liberty used the situation to launch a media offensive, accusing TAMEH of endangering steel production and thousands of jobs. TAMEH was facing a strong negative narrative, despite the real cause being Liberty’s mismanagement and financial transfers abroad. It became crucial to defend TAMEH’s reputation and clearly explain the legal and economic context to all key stakeholders.

Solution

Together with the client, we developed a strategy of proactive and transparent communication, positioning TAMEH as “David” in a battle with “Goliath”. The campaign included:

• Press releases, briefings and one-on-one meetings with journalists
• Infographics, audiovisual materials, and off/on-record formats
• Newsletters, letters, and social media communication
• Reputational surveys among key stakeholders and iterative messaging adjustments

We worked closely with the media and directly communicated with employees, trade unions, business partners, politicians, and public institutions to ensure widespread understanding of the facts and context.

Results

The campaign proved highly effective:

• Reached nearly 600 million people via 3,767 media outputs
• In 615 of those, a TAMEH spokesperson or legal representative was quoted
• Achieved 6,658 GRPs, showing strong media presence and narrative control
• Cut negative media mentions by more than half
• Maintained a neutral tone in over 80% of coverage
• Restored trust and positioned TAMEH as a credible actor
• Contributed to a successful company sale, job retention, and 100% debt repayment to creditors