Situation overview:

Medical specialists learned that the government was refusing to honor an agreement designed to rectify a disparity in pay. 

PROI member Role:

A  PROI Worldwide Americas Crisis Group partner developed a communications strategy to create awareness and public support for the specialists involved while putting pressure on the government to address the situation. The strategy included:

• Developing an advertising and media relations campaign to educate the public about the situation;
• Planning and executing events to bring awareness to the medical specialists’ cause; and
• Creating messaging that emphasized the discrepancies in the government’s argument.

Results:

As a result of the pressure generated by communications efforts, a very favorable agreement for the medical specialists was signed. The agreement also included parameters for future negotiations to ensure the situation would not be repeated.