Tricom frequently recommends to our clients that they use a mix of free media and viral communication via the Internet to promote their issues, turning to more expensive paid media only when they are unable to get out their message effectively through free sources.
When news broke in late 2007 that toys from China were laden with lead, the public was outraged. So was the United Steelworkers union, which hired Tricom to publicize its launch of a North American “Stop Toxic Imports” campaign.
One of Tricom’s cutting-edge uses of social media was our work for the United Steelworkers when the union was engaged in a labor dispute with the Goodyear Tire and Rubber Co. The USW was deeply concerned about Goodyear’s use of replacement workers, especially in light of a study that showed the replacement workers may have been responsible for producing faulty tires at another company that had led to deadly accidents on Ford Explorers.