Nov 23, 2009
Case Study: Why You Need a PR Pro
Last week’s debacle regarding the age at which women should first get a mammogram is great fodder for a case study showing the need for organizations to seek professional public relations help before they open their mouth. One day an independent federal panel issued new guidelines stating women don’t need to get a mammogram until age 50. The next day, Health and Human Services Secretary Kathleen Sebelius says ignore the panel’s recommendations. Mixed messages? Yes. Consumer confusion? Yes. Politically embarrassing? Yes. Preventable? Maybe.
Do I get a mammogram, do I not, do I get a mammogram, do I not...
First, breast cancer is an emotionally charged issue. Second, what base of credibility does this federal panel have, many of whom are academicians and none of whom are radiologists or oncologists? Third, who on this continent doesn’t know that October was National Breast Cancer Awareness Month with the key message that early detection is the best defense?
As a public relations counselor, I’m in no position to address the clinical pros and cons of the panel’s recommendation. However, I can speak to the panel’s need for professional services like mine to anticipate the controversy that followed the announcement. Did the panel fully realize that its key message completely contradicts what women have been told about mammograms for the past decade? When you’re introducing a message that’s suggesting people change their mindset, you need to take that into account. Discussions could have included topics like public opinion research, health care alliances, physician partners, anecdotes from cancer survivors and political support. Were organizations professional industry groups given a heads up on the information? Were political leaders, especially those serving on committees related to health care, briefed prior to the announcement?
These questions exemplify issues that professional public relations practitioners bring to the table. Our objective is not to change the message. Our objective is to present that message in an understandable way, to address questions before they’re asked, to comprehensively communicate to all target audiences, to leverage like-minded relationships, and to serve the public interest.
It’s easy to Monday morning quarterback last week’s game of “Do I/Don’t I Get a Mammogram?” It’s also easy for decision makers to include public relations to make sure their game strategy is the best for the team. Thoughts?
…not sure what the cost of a mammogram – but isn’t it ironic this information is being released around the Obama healthcare proposed plan? Obviously this is a HUGE bill to our national heathcare system – another way to reduce coverages with jeapordizing womens health?? This is just the start of the Obama legacy.
Yes, I see the irony with the timing. If this is part of the President’s healthcare strategy, I’d recommend another less controversial and emotional topic other than breast cancer, this country’s number two killer of women right behind heart disease. Thanks for commenting!
This is frightening as my mother had a mastectomy at 80. She was on medication (can’t remember the name) for five years and was clean. Now, they say no use for women that age to fool with it. Well, it kept her here until she was 87.
My sister-in-law in early 40′s found a lump. Lymph nodes involved and treatment for over 6 momths. Had she not gone for her mammography, she wouldn’t be with us. I hope women just keep on keeping on and like they say, “If it ain’t broke, don’t fix it”. Keep putting the word out and hopefully women will continue to decide what is right for them and not some random study/panel.
So glad you shared the story about your Mom. I don’t think there’s any question that the risk of breast cancer increases with age, as clearly evidenced by Mimi. I know I’m not changing what my doctor recommends for me. Thanks for commenting!
GREAT POINT!
Great posting, Susan. Being in the business of women’s health care, we were completely shocked by the panel’s recommendations, and to follow the next week, the American College of Obstetricians and Gynecologists released relaxed guidelines on cervical cancer screening…..The timing and message are confusing and suspect.
Thanks most of all for showing the great need for PR in all businesses. Often those in health care neglect this, and since the majority of their business comes by word of mouth, it is essential that their message gets out in a uniform, positive light.
Excellent comments, Bill. As a woman, I do wonder why these two changes in longtime preventive care are exclusively female issues. Thanks for your feedback, and good to hear from you!
The decision by a federal panel to change current guidelines for the prevention of breast cancer is the beginning of what the Obama administration assured the American people would not happen if health care legislation passes. We are assured that health care will not be harder to get or rationed. The next thing we’ll see will be a change in the screening for colon cancer for people over 50. The current standard is a colonoscopy every 5 years, and insurance pays. I believe that guideline will be changed by the federal panel to something like 7 years or if symptoms develop. If you noticed the carefully worded statement by the panel on breast cancer screening you will understand what the panel said. Women can continue to be screened every year, but government run health care will base its payment on the findings of this federal panel. Here comes health care reform.