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JANA MOORE

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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.   

Focusing International Interest

Challenge: In Spring 2004, The Rev. Irene (Beth) Stroud told the progressive congregation at the First United Methodist Church of Germantown in Philadelphia that she was living in a loving, committed relationship with another woman. She became the third woman in the history of the United Methodist Church to face church charges because of her sexual preference. She quickly realized that she needed help formulating her messages and sorting through the media requests.

Solution:  Jana Moore met with Beth and her team to clarify their thoughts about her position and the church’s stand and to identify goals and audiences. Jana then focused on national media outlets to give the issue a wide airing. During the trial and the two appeal hearings, Jana fielded dozens of media calls and helped reporters reach sources and understand the church issues involved.

Results: Through national media with international reach — The Washington Post, The New York Times and The Associated Press — Beth’s story appeared in hundreds of papers throughout the world. Placement in top-level publications focusing on religion and gay and lesbian issues also allowed Beth to reach specialized audiences without sacrificing all her time to interviews.

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jm@janamoore.com

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2208 St. Albans Street

Philadelphia, PA 19146