California Pharmacists Association - Medication Errors
MEDIA RELATIONS EXPERTISE
Medication Errors Panel Releases Report
CHALLENGE
Garnering Statewide Media Interest for the Release of a Medication Errors Report Without Accompanying Legislation to Support Report Recommendations.
In 2005, the California Pharmacists Association (CPhA) sponsored and Senator Jackie Speier authored Senate Concurrent Resolution (SCR) 49, which called for the creation of an expert panel to study the causes of medication errors in the outpatient setting and to develop recommendations to combat the problem.
The Medication Errors Panel completed its report in 2007 and was eager to share its findings and recommendations to the public and Legislature through a news conference and briefing. CPhA utilized Perry Communications Group’s (PCG) media expertise to overcome several challenges including:
- News conference to be held at same time as other high profile legislative news conferences, including Governor Schwarzenegger’s weekly briefing
- Recommendations from the panel currently did not have supporting legislation to help alleviate medication errors
- Patients impacted by medication errors were not available for news conference
SOLUTION
Localize Key Statistics from the Report; Recruit Legislators to Participate in the News Conference; Host Legislative Briefing Immediately Following News Conference.
PCG localized report findings to demonstrate the impact medication errors have on California’s economy and the health of its citizens. To maximize media interest, PCG worked with CPhA to secure high profile legislators who would call for immediate legislation to combat the rising problem of medication errors. PCG coordinated a news conference at the State Capitol and a legislative and stakeholder issues briefing immediately following the news conference.
RESULT
Schwarzenegger Administration Releases Statement Regarding Efforts to Reduce Medical Errors Within its Health Care Proposal; Legislation Introduced with the Goal of Minimizing Medical Editors, Client Achieves Statewide Media Coverage.
Over four million on-message media impressions were generated by stories across the state.
- Broad Capitol bureau coverage secured, including articles in The Sacramento Bee, The San Jose Mercury News, The Los Angeles Daily News, and the Oakland Tribune among many others
- Statewide television and radio coverage garnered, including KXTV in Sacramento, KGO in San Francisco, KGPE in Fresno, KABC in Los Angeles and KGTV in San Diego.
