Contractor at Risk

As the sole provider of optical rifle sights for the U.S. Army and Marine Corp, Trijicon Inc. was caught in a media firestorm when ABC News broke a story that tens of thousands of U.S. troops in Iraq and Afghanistan were fighting with weapons inscribed with “secret ” ‘Jesus’ Bible codes” or religious scriptures. Understanding the political and ethno-religious problems involved, Trijicon and the Levick team launched a crisis communications campaign that engaged the media, government officials, Congress, and both private and public sector customers. The company’s story and messages – along with a workable solution to satisfy all sides of this incipient crisis, including key Department of Defense personnel and elected officials – soon infused all coverage and discussion, online and off. By moving quickly, the company was able to articulate its own solution rather than wait and have one imposed on it. Media coverage subsided within one week and the company’s nearly $1 billion contract with the U.S. military remained intact.