Gemini Real Estate Investors, a $1 billion developer in 11 states, was forced into selling four properties through U.S. Bankruptcy Court. A disagreement among rival partners led to one partner going directly to the media to air his grievances. WM was brought on to help protect Gemini’s reputation throughout the public feud. 

To diffuse the situation, our team recommended opening lines of communication with key media to help them see the full picture.

After dissecting initial media coverage, the team provided insights about previous stories to client executives and trained the Gemini partners to provide context and explain the full story to leading industry reporters. With more information, media influencers were prepared to cover the story accurately.

Over two years of proceedings, media coverage became balanced and the amount of coverage subsided once inflammatory facts were blunted. The debate subsided from public media back to the courtroom.