nbcrusader said:
What has been your toughest assignment?
Has their been an image you couldn't fix?
My toughest assignment ... probably had to be when an investigative reporter from a local television station accused our client, The Blood Center of Southeastern Wisconsin, responsible for supplying 54% of the state's blood supply, of discarding blood donations from patients with hemochromatosis (a rare disorder that causes the body to absorb excess amounts of iron which requires therapeutic phlebotomy—“blood letting”).
The promotional announcements that aired throughout the day today encouraging viewers to tune in to the story gave the mistaken impression that blood centers are arbitrarily discarding blood from donors that could be used for patients.
The reporter led us to believe it was a general story about hemochromatosis and the simply wanted the medical director to comment on the condition. The reporter was not honest with us about the "they're throwing good blood away" angle he was taking.
We worked with the news director of the station to change the inflammatory and inaccurate promos that had been running. We also got the president and the medical director of The Blood Center on camera for an interview explaining our side of the story and why donations from these patients were not released into the area’s blood supply.
The Blood Center weathered the storm.
Can everyone or every company weather major controversies?
It depends on who they are and what they did. It also depends on how good a job you do managing your public image before, during and after controversies.
Look at Martha Stewart. She is more popular than ever, her stock prices are up, she has a TV show in the works and I just read today a new program that will air on satellite radio.
But then you look at someone like OJ Simpson. There is no way he will ever escape the “did he or didn’t he” question. The same goes for the top execs at Enron and even Bill Clinton (for all the good he did, the affair and impeachment will always tarnish his legacy).