Executive Summary

A multinational investment and development firm undergoing internal transformation faced increasing confusion in the market. Its narrative was fragmented across divisions, and online search and AI-generated summaries blended outdated, unrelated information with the company’s current identity. This created ambiguity for investors, partners, and external stakeholders.

PURDYPR was engaged as a Fractional Chief Communications Officer to rebuild the organization’s communications foundation. Through a comprehensive audit, narrative reconstruction, messaging unification, and a disciplined operational roadmap, the company gained the clarity and structure needed to present itself as a cohesive, credible enterprise.

Background

The organization operates across multiple regions and markets, with activities spanning investment, development, and long-term strategic initiatives. Following leadership changes and internal restructuring, the public-facing story no longer reflected the company’s current direction.

Different divisions used inconsistent terminology, legacy descriptions persisted online, and external audiences encountered conflicting narratives—particularly through search engines and AI summaries. The company needed a unified identity that matched its evolution and reduced external misinterpretation.

Challenge

Three issues defined the need for a reset:

1. Search & AI Confusion from Legacy Information

Online systems surfaced references to older, unrelated entities with similar names, merging them with the current organization and creating uncertainty around its structure and credibility.

2. Fragmented Narrative Across Divisions

The company’s divisions described themselves differently, using language that lacked consistency and did not roll up into a single, coherent definition of what the enterprise does.

3. Lack of Foundational Communications Infrastructure

The enterprise had no messaging framework, no governance-aligned description, no standardized language for sensitive topics, and no process for managing external inquiries.

The organization required a complete reset of its narrative, materials, and processes.

Approach

PURDYPR delivered a structured, reputationally cautious solution.

1. Communications Audit

Assessed all public materials, internal documents, digital channels, and AI-driven summaries to map inconsistencies and identify reputational risks.

2. Unified Master Narrative

Developed a clear purpose, positioning, tone, and messaging pillars that reflect what a modern multinational investment and development platform is today—replacing jargon and inconsistent descriptors with simple, accurate language.

3. Division-Level Alignment

Created messaging guidance that links each division back to the main narrative without revealing operational or structural specifics, ensuring consistency across all communications.

4. Reputation Separation Language

Built careful, neutral phrasing to distinguish the current enterprise from historical references without engaging in disputes or introducing unnecessary detail.

5. Communications Infrastructure Build-Out

Provided essential foundational tools:

• Updated boilerplate

• External and internal FAQs

• Fact sheet

• Holding statements for sensitive topics

• Media inquiry intake and escalation process

• Channel-by-channel messaging guidance

6. Six-Month Communications Roadmap

Developed a scalable plan for an internal communications lead to maintain clarity, consistency, and discipline across all touchpoints.

Execution

The engagement produced:

• Unified messaging framework used across the enterprise

• Refined organizational description suitable for all public channels

• Search- and AI-informed updates designed to correct automated summaries over time

• Standardized boilerplate and FAQ for use across divisions

• Crisis and inquiry protocols for high-risk or sensitive external questions

• LinkedIn and website positioning guidance to strengthen credibility

• A comprehensive communications plan covering narrative control, content cadence, reputation guidance, and internal alignment

Each asset was intentionally written in plain, neutral language so it could be used consistently in any market.

Impact

1. A Clear, Unified Enterprise Identity

For the first time, all divisions communicate from the same narrative foundation.

2. Reduced Confusion in Search & AI Results

Standardized language and updated materials helped differentiate the current platform from older, unrelated references.

3. Strategic Reputation Protection

Neutral, carefully controlled messaging reduced ambiguity and provided leadership with consistent language for external engagement.

4. Communications Function Established

The organization gained the infrastructure required to communicate with institutional discipline.

5. Scalable Foundation for Future Growth

The roadmap positioned the enterprise to support upcoming milestones, increased visibility, and higher external scrutiny. 

Takeaways

• Clarity and governance are core to reputation. Organizations with structural history or rapid evolution must proactively define their identity.

• Consistency protects credibility. Unified messaging across all channels prevents misinterpretation and reduces risk.

• Digital footprint is now part of due diligence. Search results and AI summaries shape perception long before human contact.

• A communications function is infrastructure. Building it early creates stability and trust as organizations scale or enter regulated environments.