Constitutional risks or negatives are a crucial component of "enterprise risk management" that must be mitigated or drastically handled through positive actions to maintain growth and manage standing. Set in year 2003 as Aetna prepare to settle a landmark class-action lawsuit, this case discover how communications and PR executives work with direction to devise a statement that completely engages the company's key stakeholders in this dramatic break with the position of its business. This case is nicely suited to modules and classes on disaster management, risk management, corporate communication, and tactical communication.
The case inquires students to pick from numerous possible communication strategies. In addition, it asks pupils to connect communicating strategy to the shifting business model, which is presented in detail in the case of the firm. The authors interview not only the top announcement managers at corporate counsel, but also the CEO, CMO, and Aetna and some prominent legal experts. It is ever more important as the world of crisis control, crisis issues management, and corporate litigation becomes more challenging to navigate.
PUBLICATION DATE: November 27, 2009 PRODUCT #: UV3935-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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