МЕТ gas delivery case
9. Crisis communication
The energy company MET Energy trading Bulgaria has come under massive public attack, because of populism and the energy crisis in Europe after the war in Ukraine. Politicians used the world circumstances and the fact that MET was still not widely known to Bulgarian society to distribute a number of speculations to the society. For more than two months the company was exposed to high levels of public misconception.
This communication also created extreme negativism over the role of subsidiaries, because they offered gas differentiation in the country for the first time. The purpose was to incite the public which afterwards opposed them. This became big crisis situation and the biggest subject of this general pressure was MET.
This is when we joined forces with the company in August 2022 to create a mass campaign, addressing all the wrong affirmations and conspiratorial theories. Our role was to make things clear and explain the importance of subsidiaries. For a very short term our agency built a crisis communication plan as a long-term strategy to position MET in Bulgaria, to disprove the attacks and show its function as a reliable energy company which delivered gas in the most critical time for the country. Our aim was to explicate with strategy messages its position in the European market too where it is one of the largest traders. Last, but not least we wanted to bring up the question of the significance of differentiation of gas supplies, especially in this global situation.