The company needs to frame the heart complication as one that is rare. Instead of apologizing, the company needs to stand by its products and assert its commitment to safety. When the company issues its warning, the commitment to safety will be evident. Moreover, the company will need to develop a new arsenal of pain killers that will take the place of the current one. This will allow the consumer public to see that the company offers options for their health care, all of which live up to high standards of safety. Finally, the company will need to show how the pain killer has been approved by government administrations like the FDA.

Communication

All types of communication media will be used during this aggressive public relations campaign. When possible the company will send agents and representatives to meet one-on-one with health care professionals and government agents. The public media will be used well, as a tool by which the company can raise awareness about consumer options for pain killers. Advertisements in newspapers and magazines should alert consumers who purchased the culprit pain killer, asking those individuals to consult their doctor and find out if they are at risk for developing heart disease. Especially if research yields data about certain populations that are at a greater risk for heart disease complications than others, the public media will be one way to alleviate fears. Not all consumers may be affected and can continue to take the drug. Alternatively, a total recall would entitle consumers to a free sample of the next pain killer the company releases. This use of public media will be a boon to the company's reputation.

Interactive media will center on the company's...

Consumers visiting the Web site should not have to navigate to find the information, as it will be prominently displayed. The idea is to convey a sense of communications transparency, which will engender trust. Events and group meetings will help the company showcase alternative pain killers as well as field questions about the current one. Finally, controlled media sources will be distributed to hospitals and any health care providers who are direct clients of the company.
Evaluation

Measuring whether and how the audience was reached will depend on many media sources, too. For example, some consumers will use the company Web site to send feedback via email or fill-in forms. Others will phone the company or write in with complaints, questions, or concerns. Health care providers may also volunteer information. Therefore, consumers will volunteer their own evaluation of the company. Even negative responses to the company show that the communication process is working. The company needs to also pay attention to the public media and what reporters are saying about the situation.

Another means of evaluation is for the company to distribute surveys to consumers via health care centers. The ultimate way to evaluate the success of the campaign would be to conduct empirical research: constant monitoring of sales data and readership of target publications. Focus groups can also help the company determine whether their message or tactics need to change. When the company plays its cards right and crafts a clever public relations campaign, it can maintain its reputation and possibly even improve its performance.