Case Study

Managing public profile:

Building a framework for CADTH’s communications activities

Client Name:
 Canadian Agency for Drugs and Technologies in Health (CADTH)
Project:
 Issues management plan
Services:
 Strategic Counsel.
Assignment
CADTH, an influential player in the healthcare field, has grown significantly in size and mandate over the last five years. As the agency’s profile has increased, so too has its need for issues management support, and for a corporate communications plan to guide public dissemination of the agency’s often sensitive research findings.
“We rely on Blueprint’s counsel immensely. Their strategic perspective has been invaluable as we grow as an organization and deal with the communication challenges that maturity presents.” John W. Yan Director, Corporate Communications & Government Relations, Canadian Agency for Drugs and Technologies in Health

The Blueprint approach

Blueprint initiated its relationship with CADTH by getting inside the organization—gaining a deep understanding of its activities, culture and the environment in which it operates. To develop a comprehensive issues management plan, Blueprint created a consultation framework, conducted a series of executive interviews and completed a detailed risk assessment. The final plan outlined processes, procedures and protocols for communications and media relations, and crisis management. Blueprint was engaged to develop the agency’s first communications plan and has since completed a second. The firm also provided media relations support for the launch of a report on overcrowding in emergency departments—CADTH’s first large-scale proactive media relations campaign.

Highlights and outcomes

The emergency department overcrowding campaign attracted major media attention—450 news stories from various outlets, potentially reaching more than a million people. It further raised CADTH’s profile and reinforced the agency’s credibility. CADTH continues to rely on Blueprint for communications counsel.