How do you convince the world that a region's in fine fettle when one of it's key employers has just pulled the plug? Adam Dent, MD of Coventry's Advent Communications, explains how his company met the dilemma.
Most public relations companies come across moments of crisis media management that can test their resolve.
As manufacturing across the region suffers the chill wind of eastern expansion, we have had to deal with three high profile "downsizings" in the last couple of years - and then lived with the consequences.
The announcement - made at record speed - that Peugeot plans to close its plant at Ryton within 18 months set a now familiar chain of events into action.
When a shock move is made, old fashioned reporting principles come to the fore.
We represent the Coventry and Warwickshire Chamber of Commerce and within half an hour we had our client at the factory gates to give its reaction but also to state that while the last major automotive manufacturing plant in Coventry was to go, the city and sub-region continues to grow and thrive.
It is vital to brief the client that while an accurately defiant message should be transmitted, it must be remembered that every job lost can be a personal tragedy.
That process lasted for the rest of the day and the following morning while radio and television, as well as the foreign media, cottoned on to the story, I passed the hours -apart from making sure we got around everyone - counting just how many BBC staff were involved in the process.
Whoever has the job of streamlining the corporation has my sympathy!
That may seem basic, but as the story got older the more the press looked for new angles it was a chance to portray a deeper but much more optimistic story.
No, Jaguar had not moved out of Coventry and had many of its sharpest design brains just down the road, the most modern hospital in Europe is opening in the city and we still have an automotive hub of international significance.
It is all too easy for facts to get lost in the emotion, especially when one of our traditional trades is removed by a "foreign company".
We often turn to Myles Mackie of Coventry City Council's Development Directorate, a man with more statistics up his sleeve than John Motson.
In fact the number of jobs in the city has risen by 27,000 since 1993 and predictions are for 7,000 more to be created over three years - with 33 per cent of those in manufacturing.
Ten thousand new jobs are created across the sub region every year.
The media, often unfairly maligned in these circumstances, gave that line a fair crack of the whip.
The aftermath has needed a different approach.
The Peugeot Partnership -formed to lessen the blow -has been active and we have had to make sure its activities are known by all audiences.
Often these bodies talk a good fight but find it hard to deliver but fortunately its chair Brian Woods-Scawen, not only speaks with authority but is also frighteningly well-connected.
It will be a painful process, mostly for those directly hit, but it is one which I am sure will prove successful in the long term. We have to make sure that story is heard.