Case Studies
Response to the Baker-Norton Study
Client:
Canadian Patient Safety Institute
Challenge:
Delta Media was retained by the Canadian Patient Safety Institute(CPSI)
to plan and undertake a national media relations campaign to assist the
Institute in its response to the release of the Baker-Norton report on
adverse events in Canadian hospitals.
Project:
Delta Media created media materials and backgrounders, researching key media
contacts, conducting media relations and media monitoring.
- Delta Media prepared a media relations scenario to guide the project
and to ensure that all major audiences were considered before beginning
the communications process.
- Delta Media prepared key messages, questions and answers, and liaised
with spokespersons prior to media interviews.
- Our media relations team prepared a strategic media list of health
editors and reporters who have written on similar subjects, or who had
been favourable to reporting on patient safety issues in the past.
- Delta Media also provided timely counsel leading to CPSI’s official
response as the media relations situation evolved during an embargoed
media relations period.
Result:
The client received a final report that summarized our activity, media
monitoring results and recommendations that would help the Institute in
future media relations efforts. Our timely media relations pitching secured
provincial coverage on radio broadcasts and dailies; national coverage
on Medbroadcast.com, Canadian Press, CTV and CTV.ca, CBC Television, The
Globe and Mail, The Medical Post, Ottawa Citizen and the Vancouver Sun.
Looking back on the media relations campaign, we feel that we have provided
the necessary foundation to build on future media relations activities
with the public and health media. More importantly, Delta Media successfully
positioned CPSI as a leader on the national stage.
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