Challenge:
During the 2011 session of the Kentucky General Assembly, no issue received more legislative and media attention than the
proposal to make over the counter cold and allergy medications containing pseudoephedrine available only through a doctor’s
prescription. Legislation filed in both chambers was supported by very powerful individuals and organizations, including a
sitting Kentucky Congressman, the Senate President, the Speaker of the House, Kentucky State Police, Kentucky Medical
Association, Kentucky Education and many others. In early January 2011, the legislation seemed destined for a quick passage
into law. In steps B|K Public Affairs.
Solution:
B|K Public Affairs was hired to quickly stem the tide that was carrying this legislation almost unfettered on its way to
passage. Working in close coordination with the client’s lobby team, BKPA quickly assembled a group of advocates who
opposed the prescription mandate and worked to combine and amplify their voices through an aggressive earned and paid media
campaign. Through a series of media events, editorial board interviews, TV and radio appearances and print and broadcast ads
running across the state, BKPA brought awareness to new data and common sense facts and successfully showed that an
overwhelming majority of Kentuckians were against the proposed measure.
Impact:
B|K Public Affairs successfully changed the landscape and injected a new message into the fight that reflected the potential
harm to consumers who would be subject to increased healthcare costs and time away from work and families just to find relief
from common colds and allergies. Despite seemingly overwhelming support, the proposed prescription mandate failed to pass in
either chamber of the Kentucky General Assembly.
Challenge:
Dharma Construction Services re-located its headquarters from Costa Mesa, CA to Louisville, KY in January 2011. As part of
the emerging “senior care” industry, Dharma Construction was a success story for both the business and political communities
in Kentucky. However, with limited time and resources, Dharma sought help in handling the initial press conference and
subsequent relationship building to maintain the momentum of the launch in Louisville. The challenge was to make this a
successful story of Kentucky’s senior care industry, through the example of Dharma Construction Services.
Solution:
B|K Public Affairs developed a plan with Dharma leadership that would help meet the launch expectations of their
organization. While maintaining sensitive relationships at the local, state and national levels B|K Public Affairs worked
with local media to tell a global story, using Dharma as the color and the example of success. B|K Public Affairs also
worked closely with economic development and other supporting organizations to ensure that local leaders from the healthcare
and senior-care industries were on hand.
Impact:
The result of the plan developed by B|K Public Affairs led to a successful launch into the Louisville community. The initial
media hit from the press conference included over 28 stories on local and national news organizations. With advanced
preparation by B|K Public Affairs, the news stories each told the global senior-care story with a focus on Dharma
Construction and the impact it has on the growing industry. In addition, the initial press release was attended by over 75
healthcare professionals, including representation from the leaders in the senior-care industry. The long-term results
include significant relationship building opportunities and the use of Dharma Construction Services in follow-up media on
Louisville’s growing senior-care industry.
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