Managing media on drugs shortages debate

Skill area: Crisis management

Objective: Limit the damage of watchdog TV

When the Daily Mail exposed the drugs shortages crisis facing UK patients we knew clients in danger of being entangled.  We also knew that misleading coverage could cause panic buying and would serve no public good.  We managed the dialogue and media probing, briefing journalists that the issue was more complex than they knew, and routing them to the real experts on this complex issue. When pressed to respond to a direct question our advice was to avoid the media trap of confirming the story.