Case Study

Tea Industry Crisis Management: Strategic Communication During Worker Strike

Economic Impact: Tk 20+ crore loss prevented

Case Study: Tea Crisis Averted

Campaign Type: PR Crisis Management | Content Strategy | 2024

Campaign Background

A strike demanding increased daily wages for Tea workers has evolved into a significant crisis for the Bangladesh Tea Association.

These strikes have emerged as a focal point for many within the nation’s 160 million populace, reflecting broader discontent over low wages exacerbated by mounting inflation and soaring food prices.

Campaign Objective

  • Averting the Tea industry crisis through PR management
  • Bringing forward the positive news and efforts to improve the lives of the tea estate workers

Situation Analysis

Current Challenges:

  • The daily wage of tea workers is low, but they receive benefits amounting to at least Tk 400 per day
  • The recent workers’ movement has caused a loss of more than Tk 20 crores in tea leaves
  • Workers are provided with food security through a rice or wheat ration and agricultural land

Industry Strengths:

  • The tea industry complies with labor laws and provides women workers with 16 weeks of paid maternity leave
  • Housing, healthcare, and education are provided for workers and their families
  • The tea industry is an import substitution industry and any disruption in production will result in tea imports

PR Solution Strategy

Media Engagement:

  • Journalist engagement to communicate the right message through Press Meet
  • Curated Content development with 360 circulation
  • PR Event support for proper right news dissemination
  • Commercial communication on “The tea industry is one of the foremost import substitution industries in the country”

Key PR Stories Crafted:

  • “Tea garden workers daily wage 170 TK”
  • “Integrated efforts must for tea industry’s growth”
  • “Growth of domestic tea industry at risk”
  • Major media engagement to control damage and build positive image

Commercial Communication: Executed across 5 major media houses

Campaign Impact & Results

Media Coverage Metrics:

  • 197 Print & Web Media Coverage
  • 26 TV Coverage
  • 67 Media Houses participated in Press Meet

PR Value by Press Release:

  • Press Release 1: Growth Of Domestic Tea Industry At Risk (10,233,000 BDT)
  • Press Release 2: Tea garden workers daily wage 170 TK (54,878,000 BDT)
  • Press Release 3: Integrated efforts must for tea industry’s growth (13,479,450 BDT)

Total PR Value: 78,590,450 BDT

Crisis Management executed by: Byckpage PR
Client: Bangladesh Tea Association

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