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Crisis Case Study 1

Client: Midwestern 400-bed medical center

Business challenge
Restore patient confidence in the hospital’s Catholic identity after a nun on staff was caught writing racist slogans on a ladies room wall.

Objective
Demonstrate appropriate compassion for the nun/perpetrator and a sensitivity to the issues this highly inflammatory situation raises.

Planning process
Foresight PR consultants:

Assessed the situation – the woman had mental problems – her excuse that she was “trying to bring attention to the evils of racism” was farfetched.

Assisted in strategy development – despite the objections of the nun’s order, we had to be straightforward about the incident with employees and the media.

Shaped situation-specific messages and their compelling proofs – We abhor racism.  We treat all patients equally. We dealt with this situation appropriately.

Matched messages to audiences.

Recommendation/implementation
Assisted in the organization and conduct of both internal and external communications – the local media were voracious.Re-assessed, re-tooled as necessary

Results/outcome
Client received high marks from the public and the media for being forthright and taking appropriate action.

Client has been the star performer of its six-hospital system for several years

Case Studies: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8

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