The Comeback Playbook: How Strategic Communications and Branding Drive Corporate Turnarounds

We Love a Comeback Story

America loves a comeback story. In business, some of the most impressive comebacks happen through Chapter 11 or large out-of-court recapitalizations. These processes allow companies to address financial distress, reorganize their balance sheets, and emerge stronger than before. The key to success isn’t solely fixing the balance sheet—it’s owning and telling the story of the comeback and positioning the company’s products or services successfully.

The Big Picture

A successful restructuring is a combination of rebuilding perception and trust in the business and the financial engineering of the company’s balance sheet.

• Strategic communications is critical to ensuring key stakeholders stay confident and invested in the company’s future.
  • Transparent and targeted messaging reassures employees, customers, investors, and suppliers that the company isn’t just surviving—it’s charting a path to thrive.
  • Without effective communication and branding, uncertainty fills the void, eroding trust and damaging reputations.
• Brand and reputation management must be prioritized during and after the restructuring process.
  • Effective positioning of the company’s products and services in traditional media and across social platforms enhances value.
  • Stakeholders need to see the business not as a failure but as a fighter—a company positioned for a comeback.
• A dual communications strategy is essential:
  • Proactively engage with the media to manage the narrative and minimize sensationalism.
  • Use owned channels, like social media and direct communications, to amplify the company’s strengths and long-term vision.

Their commitment to understanding our unique needs and delivering actionable solutions was truly exceptional.

sandeep mathrani

CEO, WeWork

Between the Lines

The media loves a scoop—and thrives on drama.

• Coverage often focuses on failure, asking who’s to blame and speculating on collapse.
• Companies in restructuring must counter this by taking control of the message, highlighting resilience, innovation, and strength.

Strategic communicators must balance the delicate dance with journalists while building a narrative that resonates with stakeholders.

• With the media: Provide access and accurate information to shape balanced, accurate coverage.
• Through owned channels: Create direct communication strategies to bypass noise and share the company’s comeback story on its terms.