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...
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