To educate reporters on the various alternatives to the iron lung for Respironics clients in local markets around the U.S. to prevent negative national media attention.
Create crisis communications plan to be able to react quickly to media inquiries at anytime. Plan included prepared statements that were approved by regulatory, list of 16 alternative devices that was sent to press, and contact information of all senior management including cell, home and office for immediate response at anytime.
Able to keep all coverage of patient complaints positive over a two year period while company assisted transition of remaining patients to alternative devices.