Emzor Pharmaceuticals faced a significant crisis following a BBC documentary that featured an alleged illegal sale of Codeine by one of its sales representatives. The company was confronted with negative public reactions and needed to manage the crisis effectively.
Understanding the importance of shifting public focus, we began by addressing the issue head-on through a media conference to clear the air and confront the reality of the situation. We then strategically shifted public and government attention to the broader issue of drug abuse, using opinion leaders to communicate this message across traditional and digital platforms.
Our approach resulted in an estimated reach of 20.186 million audiences within three weeks, through online, TV, and print media. Emzor experienced a 75.54% drop in miseducation during the campaign period, indicating a significant shift in public perception. Additionally, there was a notable reduction in the number of negative comments about Emzor, with increased focus on the broader issue of drug abuse.
Through our strategic communication efforts, we successfully managed the crisis for Emzor Pharmaceuticals and shifted public attention towards addressing the critical issue of drug abuse. We effectively changed the narrative and garnered support for advocacy efforts against drug abuse.
Keywords: Reputation Management, Thought leadership and positioning , Media Relations, Strategic Communication
