“Communications NEVER rests.” “You have to sit in a chair with your mouth open for a very long time before a roast duck flies in.”
These are the mantras by which Jerry Santos, Senior Vice President of Corporate Communications at Global Crossing, lives. They suggest Santos’ tireless work ethic, a ‘make things happen’ attitude and a sense of humor. However, there is no better example of his true leadership than the year that was 2002 at Global Crossing.
Santos was barely four months into his role as top communications officer when Global Crossing filed for Chapter 11 protection -- the fourth-largest U.S. bankruptcy at the time. To complicate matters, Global Crossing’s financial woes occurred at the height of the Enron crisis, and soon its own fiscal practices came under investigation by federal authorities and Congressional committees.
While many faced with such challenges would (and did) hide under their desks, Santos preached the need to be forthright and unwavering. Consequently, Global Crossing talked to the media rather than hid from them. At the same time Santos dealt with scrutiny of Global Crossing in the U.S., he needed to explain what Chapter 11 meant to other countries where Chapter 11 doesn’t exist.
In the ensuing months, Santos developed and led a global communications initiative to restore confidence in the company and its management, to calm the uncertainties among customers and employees, and to attract new investors. In short, Santos’ communications initiatives helped Global Crossing weather one of the toughest crises imaginable and played a critical role in securing the future of the company.
Setting the tone for the entire communications team, Santos communicated clear, credible and consistent messages on behalf of Global Crossing. He encouraged his communications team to do the same and, whenever possible, to over- communicate. This open, proactive PR strategy has not only helped Global Crossing face scrutiny and allegations, but also fueled widespread optimism regarding the company's post-Chapter 11 prospects.
The results achieved by the communications team under Santos’ guidance have been dramatic:
ยท In the spirit of over-communication, Santos’ team achieved the following to inform key audiences of Global Crossing’s progress:
-- Coordinated seven different media tours, garnering more than 60 interviews;
-- Arranged nearly 30 television appearances and more than 30 briefings with industry analysts;
-- Arranged 17 Town Hall Meetings, where CEO John Legere personally addressed and interacted with employees;
-- Held numerous “Brown Bag Lunch” meetings between senior leadership and small groups of employees;
-- Wrote nearly 50 "all employees" letters and hosted 24 global, all-employee teleconferences.
-- Customer attrition was held below the highly ambitious goal of three percent established in Global Crossing’s operating plan. In fact, between January and December 2002, Global Crossing signed approximately 2,000 new and renewal customer contracts valued at more than $900 million.
-- Global Crossing’s revenue for 2002 is projected at nearly 90 percent of 2001 levels, despite operating with less than half the workforce and budget.
-- Media that reported negatively about Global Crossing in the initial days after the bankruptcy filing eventually began providing more balanced - even positive - coverage of the company. Comments changed from “if Global Crossing survives” to “when Global Crossing emerges.”
-- Employees joined together with management to support turnaround efforts – providing momentum to meet all goals in the company’s operating plan (including goals for Service Revenue, Service EBITDA, operating expenses and cash in bank), and earning four straight quarterly bonuses in the process.
-- Creditors overwhelmingly endorsed a plan of reorganization for the company.
-- New investors were awakened to Global Crossing’s unique asset and subsequently offered a capital infusion of $250 million to help the company on its road to stability and future success.
Most telling about Santos, however, is the fact that he has maintained his sense of humor despite the challenges and seemingly insurmountable odds that Global Crossing has faced during his first year as the company's communications chief.
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