Want to reach everyone at once? Call a news conference

Take the case of the Sunshine Coast Health Centre, a well-respected addiction treatment centre in Powell River where 20-year-old Brandon Jansen died of a fentanyl overdose last March. The centre was getting a lot of bad publicity with family members saying it was easy for Brandon to get contraband drugs within three days of entering treatment.

But investigations by both the RCMP and the regulator – Vancouver Coastal Health’s Community Care Facilities Licensing authority – determined there were no contraventions of rules and regulations.

In fact, the facility had consistently maintained a low risk rating with no other critical incidents or any drug-related incidents reported since the facility was first licensed in 2004. Yet, the centre’s reputation was taking a beating.

CEO Melanie Jordan has much to say about what treatment is – and what it isn’t. Addiction treatment centres are not prisons or lockup. Clients have rights and freedom.

Accredited staff members treat people for many types of addictions including alcoholism and prescription drugs abuse. Root causes of addiction are addressed including mental health and physical issues. Melanie Jordan wanted to speak publicly about the tragic death in her facility and have a voice in the search for solutions to stop the unprecedented number of deaths caused by fentanyl.

She enthusiastically embraced the concept of being front and centre at a news conference to be held November 14^th. A Media Advisory was sent out inviting reporters and videographers to attend.

As the news conference got underway, news cameras quickly swung to the doorway where three visitors had appeared: Brandon Jansen’s mother Michelle, her son Nicholas and her lawyer.

They politely listened as the news conference went forward with Melanie Jordan providing reporters with the written investigation reports that found her centre was operating within the regulations.

But her most important message was aimed at the government and the medical profession.

Staff at the centre had not been permitted to administer the opiate antidote naloxone and it was possible that could have saved Brandon’s life.

Since Brandon’s death, the centre has received permission to train staff to administer naloxone and the staff physician can treat clients with Suboxone that takes away the craving for opiates.

With more than a dozen news organizations present at the news conference, this important information was received by the public across Canada. The record was set straight. The way forward was articulated. The news went out – all at once.

And the voice of Brandon Jansen’s family was also heard. They held their own media briefing following the news conference so as much information as possible surrounding this tragic death would be in the public forum.

Melanie Jordan and the Sunshine Coast Health Centre have standing at an inquest into Brandon Jansen’s death scheduled for January. This will be another forum where voices will be heard.

Tags: crisis communications, media relations, Peak Communicators, Public relations, Vancouver PR