No Proactive PR

In last week's issue of PR NEWS, we told you about Children's National Medical Center's reactive communications strategy in handling its crisis with BlueCross BlueShield CareFirst. Children's has asked for a rate increase which it says is in keeping with rates paid to similar-caliber providers of pediatric care. CareFirst insists the rates are unreasonably high, and this week, the insurance company's PR team weighs in with its PR response. The clincher: CareFirst, too, says it has taken a reactive approach to the situation, leaving us to wonder where all the action's coming from: "In any dispute that becomes public, when the other guy has a sick kid on his side, you have to be very careful not to overreact," says Karen Pointon, CareFirst's director of communications, advertising and brand management. "That's what we've tried to avoid.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.