Accused of racist firings, CSX needed to build trust within the African-American and Latino communities

CSX Transportation, a supplier of rail-based freight transportation in North America, was accused of unlawfully firing several African-American and Latino employees.  It was critical to ensure the right story was told in the media and retain CSX’s image within the community.

First, we created a Crisis Response Action Plan to increase visibility among specific community leaders, elected officials and business leaders.

Next, we developed a business diversity plan to help boosting contract and job opportunities for the African American and Latino communities.

Within 12 months of executing our plan, Rev. Jesse L. Jackson Sr. and the Rainbow Push Coalition recognized CSX as a good corporate citizen for their community giving and physical presence in the African-American and Latino communities.

Today, CSX boasts of the most diverse workforce in the transportation industry and is widely recognized as an asset in the African American and Latino communities by elected officials and community stakeholders.

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