Winning Support, Deflating Opponents
Challenge: For years, leaders in the medical field called for an additional licensing exam to test an intern’s ability to communicate with patients and fellow physicians. As the two organizations overseeing the licensing process prepared to begin the exam, students mounted an opposition campaign focused on physicians and state medical boards.
Solution: Jana Moore came up with a surefire media relations strategy: Take the issue to the public. Working with Harris Interactive, Jana developed a simple, inexpensive survey that focused on the heart of the issue: Do you think students need to undergo a communications exam even if it costs $1,000? Two-thirds of Americans said yes. Jana prepared a news release, fact sheet and detailed packet of results.
Results: High-profile coverage of the issue and the survey led to stories in dozens of outlets, including USA Today, The Washington Post, The New York Times and National Public Radio. Opposition dissipated, and the exam is part of the licensing process today.