Due to regulatory and other issues, a major producer was not be able to supply all of the medical products that it was contracted to supply to some clients.  This had the potential to affect the client’s brand and reputation and give the opportunity to clients and anti-industry activists to criticise the company and gather negative media attention.

Baird’s CMC assisted the healthcare company in formulating a crisis communications plan to deal with possible negative media attention including

• a clear and comprehensive crisis response kit for GMs to make sure that the same answers are given wherever the question is asked
• establishing a fast-response crisis group which included outside experts
• training for GMs in working with different kinds of stakeholders in civil society, politics and medicine
• having plans in case hostile coverage is more intense than expected – including a guided tour of the manufacturing unit of the company to reporters and a press event
• fast turnaround media monitoring in key countries to allow daily assessment of trends
• comprehensive media training for spokespeople with lots of opportunities for practice
• enlisting and briefing third-party manufacturing experts who would be available for media interviews and discussions on the inherent problems of manufacturing these type of products and managing multiple regulatory demands
• agreeing on a reactive communications strategy with partner organisations