A pharmaceutical company was concerned that negative publicity about competitors was adversely impacting their drug’s reputation. They needed to measure the impact of their own media relations on public perceptions.
In close collaboration with their public relations team, I designed and implemented a long-term tracking study to gauge awareness, product knowledge, and public perception. Regular assessments showed that consumers associated negative news primarily with the competitor—NOT with our client. These data assuaged the client’s fears until the storm passed. We were also able to map media outreach activity to improved perceptions, demonstrating the value of continued investment in media relations.