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Public Health Nonprofit: Reputation Recovery
How we handled The Situation
A state-based public health nonprofit with more than two decades of operation was referenced in a state auditor's report examining spending by nonprofits receiving state health department subgrants.
Media coverage followed. The organization engaged EP Studio to manage the communications response. The grant in question funded a two-year, reimbursable public health research study conducted under an independent research oversight framework that legally governed how participant documentation could be shared. What the report characterized as missing records were, in most cases, records that research confidentiality requirements restricted the organization from disclosing in the format the auditor expected.
The Strategy
EP Studio developed the message architecture in close coordination with outside legal counsel, establishing the factual narrative and ensuring all public communications stayed within appropriate boundaries.
The core narrative was built around what the research framework required, what documentation had been provided, and what the organization's work actually represented. EP Studio identified the journalists best positioned to cover the full context of the story and conducted a phased series of background briefings, providing factual context and building reporter relationships before any on-record commitment was made.
THe Execution
On-record responses were finalized and vetted with counsel before publication.
In parallel, EP Studio developed an op-ed under the CEO's byline and placed a sit-down broadcast interview with a selected reporter.
Both were positioned around the organization's active public health work, allowing credibility to be demonstrated through substance. EP Studio maintained an internal message discipline framework for leadership throughout, governing what to say, what to defer, and what to avoid.
The Results
A sit-down broadcast piece ran with a reporter selected for their familiarity with the organization and the public health landscape.
An op-ed was placed under the CEO's byline, restoring credibility through the organization's program work and public health leadership. The organization's programs remained fully operational throughout the engagement. Donor and community relationships were maintained. The narrative stabilized.
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Broadcast placement secured
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Op-ed placed under CEO byline
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Narrative stabilized within 6-week engagement
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All programs operational throughout
