Case Study-Face Value
Case Summary - Answer--focuses on how cleveland clinic(CC) managed its media relations
when it was preparing to perform the first near-total face transplant in the U.S.
-examines how CC and its communications team put first ethical issues and the privacy of the
donor and patient
Parties involved in the case study - Answer--cleveland clinic(CC)
-the media
-Connie Culp
Cleveland CLinic - Answer--CC is one of the top medical centers in the world
-2004, the clinic started a process that would culminate some year later to the first face
transplant in the nation
-CC sought approval from the institutional Review Board (IRB)
Connie Culp - Answer--40 years old, mother of 2 when her husband shot her in the face
-the shotgun blast took away her nose, cheek and jaw
-she underwent several operations; lived a reclusive life to avoid shocking the public
Media Relations -IRB approval - Answer--patient;s mental ability stability was a concern cuz of
media coverage
-media attention could add extra psychological pressure
-IRB finally gave its approval and the public announcement generated 3,000 media calls
-CC exercised strict control of information with the news media
-an exclusive was given to the Cleveland Plain dealer
-news releases and background information was provided to the media
Research - Answer-allows us to collect and analyze information and enables us to make useful
decisions before launching a PR campaign
planning - Answer--CC kept a tight control of the patient and donor personal information
-only the hospital's leadership and the surgical team knew their identities and the time of the
operation
key messages/ media relations components: - Answer-1. because of the french face transplant
precedent, CC's message/ media relations focused on the medical aspect of the procedure
2. ethical arguments in support of the surgery
3. hospital's careful preparation
The media plan : three phases - Answer-1. IRB surgery approval announcement
2. post surgery announcement
3. connie's introduction to the world
1st phase: IRB approval announcement - Answer--sent an e-mail message to all cleveland clinic
employees; next, a media advisory was sent to news organizations
-communication team developed key messages
-mock news conference to train medical personnel
Case Summary - Answer--focuses on how cleveland clinic(CC) managed its media relations
when it was preparing to perform the first near-total face transplant in the U.S.
-examines how CC and its communications team put first ethical issues and the privacy of the
donor and patient
Parties involved in the case study - Answer--cleveland clinic(CC)
-the media
-Connie Culp
Cleveland CLinic - Answer--CC is one of the top medical centers in the world
-2004, the clinic started a process that would culminate some year later to the first face
transplant in the nation
-CC sought approval from the institutional Review Board (IRB)
Connie Culp - Answer--40 years old, mother of 2 when her husband shot her in the face
-the shotgun blast took away her nose, cheek and jaw
-she underwent several operations; lived a reclusive life to avoid shocking the public
Media Relations -IRB approval - Answer--patient;s mental ability stability was a concern cuz of
media coverage
-media attention could add extra psychological pressure
-IRB finally gave its approval and the public announcement generated 3,000 media calls
-CC exercised strict control of information with the news media
-an exclusive was given to the Cleveland Plain dealer
-news releases and background information was provided to the media
Research - Answer-allows us to collect and analyze information and enables us to make useful
decisions before launching a PR campaign
planning - Answer--CC kept a tight control of the patient and donor personal information
-only the hospital's leadership and the surgical team knew their identities and the time of the
operation
key messages/ media relations components: - Answer-1. because of the french face transplant
precedent, CC's message/ media relations focused on the medical aspect of the procedure
2. ethical arguments in support of the surgery
3. hospital's careful preparation
The media plan : three phases - Answer-1. IRB surgery approval announcement
2. post surgery announcement
3. connie's introduction to the world
1st phase: IRB approval announcement - Answer--sent an e-mail message to all cleveland clinic
employees; next, a media advisory was sent to news organizations
-communication team developed key messages
-mock news conference to train medical personnel
