Abstract:

This study examines the communication strategies employed by MeritCare's public relations staff during the fen-phen case. The ethic of significant choice was the primary lens for the study. The study revealed that MeritCare's public relations staff members believed they did, in fact, follow the ethic of significant choice. Specifically, they perceived that the biases held by staff helped maintain the public's safety as the primary issue during the fen-phen events. They also believed that their communication strategies allowed them to avoid ambiguity and emotionalized language. Finally, the staff members felt that teaming with Mayo Clinic in Rochester, Minnesota enabled them to influence the marketplace of ideas by capitalizing on the credible standing of Mayo Clinic.

Keywords: ambiguity; crisis communication; health communication; public relations; significant choice

Document Type: Research article

DOI: 10.1007/s10551-006-9097-2

Affiliations: 1: Email: tim.sellnow@ndsu.nodak.edu