Challenge
Midwest Sterilization Corporation, a well-established medical device sterilizer headquartered in Jackson, MO, with a location in Laredo, TX, encountered public scrutiny and negative publicity concerning its lawful sterilization practices. Environmentalists propagated misleading information pertaining to these practices, resulting in heightened health and safety concerns within a predominantly Hispanic community in South Texas. Consequently, confused residents, lacking clarity and accurate information, raised inquiries regarding the corporation’s integrity, objectives, and potential ramifications on their families’ safety and well-being.
Strategy
In response to the negative publicity, Midwest Sterilization Corp enlisted the professional assistance of PMDG to devise a comprehensive strategic communications plan. PMDG undertook the responsibility of establishing effective channels of communication and implementing strategic communications campaigns aimed at fostering awareness and educating the public about Midwest’s adherence to safe, legal, and regulatory practices.
PMDG forged strategic alliances with local business organizations and community leaders leveraging media relations and non-traditional approaches to create unique opportunities for engagement.
The agency engaged influential stakeholders, including municipal, state, and federal elected officials, as well as esteemed health-related industry organizations and representatives. The primary objective of this comprehensive plan was to foster a heightened sense of advocacy and support for Midwest Sterilization Corporation, emphasizing its unwavering commitment to upholding and complying with the highest standards of integrity, as well as all pertinent legal requirements and regulatory compliancy.
Results
Although the implementation of this communications plan is currently ongoing, it has already engaged key stakeholders including U.S. Representative Henry Cuellar who has met with the Midwest team at his DC office and continues to provide support by communicating with the Environmental Protection Agency on the company’s behalf. Local elected officials have also gained a sense of confidence with Midwest’s continued reassurance to help improve their operating standards. The communications efforts have positively engaged the public and created high awareness of their commitment to help save lives through their sterilization processes.
The campaign has garnered positive publicity resulting in free editorial coverage in print, broadcast, and across several online digital platforms.
We're your trusted partner in marketing and communications, providing a full spectrum of services that help you connect with your audience, foster brand loyalty, and achieve your business goals.
