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.
No Proactive PR
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