Firestone
Recovering the reputation of the world's largest rubber operation during a crisis
Situation Summary
Situation Summary
Firestone’s rubber operations in Liberia had long faced criticism and scrutiny. And when the worst Ebola outbreak in history struck West Africa, the company’s workforce and the surrounding community of approximately 80,000 people were at immediate risk.
Unlike many institutions in the region, Firestone operated its own hospital on-site. As Liberia’s healthcare system came under strain, the hospital became a frontline treatment facility, implementing containment protocols and treating infected patients. The Centers for Disease Control and Prevention later cited Firestone’s response as an example of effective Ebola mitigation.
Despite this, much of the global media coverage of the outbreak – and Firestone in general – overlooked the company’s role in stabilizing its community. The challenge was not to promote the company, but to ensure that verified facts about its response were reflected accurately in the public record.
Qorvis Solution
Qorvis Solution
Qorvis developed a measured communications strategy grounded in public health realities. We closely monitored international and social media coverage to understand how the crisis was being framed and where important context was missing. Given the unreliable communications infrastructure in Liberia, we used a combination of traditional outreach and digital engagement to connect with journalists reporting from the ground.
Our engagement focused on documented facts: the hospital’s treatment efforts, the protocols implemented to limit spread, and the CDC’s public acknowledgment of Firestone’s approach. The strategy emphasized accuracy, credibility, and restraint.
Firestone’s response to the Ebola outbreak gained broader recognition in national and international reporting. The company was increasingly understood not only as Liberia’s largest rubber producer, but as an institution that played a stabilizing role during a public health emergency.
The engagement helped align the company’s longstanding reputation with its demonstrated actions during a moment of crisis – reinforcing credibility without overstating impact.