From Strong Brands to Trust in the Company Behind Them
Rusnac-MoldAqua
Corporate PR · Reputation Management · Brand Communications · Crisis Communications · Media Relations
PARC Communications began working with Rusnac-MoldAqua in 2007. For more than a decade, the agency supported the manufacturer's corporate reputation and communications for its consumer brands, Gura Căinarului and OM. The work covered media relations, community initiatives, reputation risk management and communication during corporate changes.
The collaboration continues today, focusing on corporate reputation and communication around developments affecting the industry.
Objective
To strengthen Rusnac-MoldAqua's reputation as a modern, responsible manufacturer by connecting corporate communications with the promotion of its consumer brands.
Key priorities included building trust in the company's products and production processes, engaging with different audiences and supporting communications during periods of significant change.
Approach
PARC Communications provided support across three interconnected areas.
Corporate reputation and production transparency. The agency organised press visits to production facilities, meetings with journalists and opportunities to learn about manufacturing technologies and quality standards. Particular attention was given to explaining the properties, composition and mineral content of natural mineral water, and addressing questions from the media and consumers.
Consumer brand development. Communications for Gura Căinarului and OM extended beyond product promotion to large-scale community initiatives encouraging healthy, active lifestyles.
One of Gura Căinarului's major projects was the VELOHORA cycling festival, with PARC Communications contributing to seven editions between 2009 and 2016. For OM, the agency developed and delivered a series of communication projects, ranging from the brand launch to mass fitness activities and community initiatives across Chișinău.
Reputation risks and corporate changes. The agency supported communications on sensitive issues, worked with the media and helped develop consistent public positions. During the change of ownership, particular attention was given to aligning management's position and communicating corporate developments.
Results
The long-term collaboration brought together corporate reputation management, consistent consumer brand communications and community engagement initiatives.
VELOHORA grew from approximately 1,500 participants in 2009 to 15,000 in 2016. OM initiatives included free fitness sessions attended by thousands of people, as well as the development of publicly accessible sports facilities.
Corporate communications supported regular engagement with the media, public awareness of the company's activities and communication during significant periods of change.
