Case Study 1561: Countering Negative Public Attitudes Through an Intensive Information Program
Name/Title
Case Study 1561: Countering Negative Public Attitudes Through an Intensive Information ProgramDescription
The Pharmaceutical Manufacturers Association's (PMA) major information campaign—including media luncheons, seminars, fact kits, a "Digest," brochure, and public booklet—launched to counter low public esteem for the drug industry and respond directly to media criticism.Context
The pharmaceutical industry's mid-1970s reputational crisis, when a Yankelovich poll ranked it near the bottom of all industries in public trust. Shows how sustained direct media access, rapid rebuttal of criticism, and continuously updated factual materials can improve press relations and industry understanding even when overall public-opinion shifts remain difficult to measure.Category
Public Relations