Risks or negatives are the most important element of "risk management", which should be mitigated or controlled by a sharply positive action to support economic growth and reputation management. Set in 2003 as Aetna prepares for landmark settlement of the claim, the case is considered as a communication and PR managers to work with management to develop an ad that is fully engaged key stakeholders of the company in this dramatic break with the position of the industry. This case is suitable for courses and modules on crisis management, risk management, corporate communications and strategic communications. Although written for an audience of business school, it would be equally useful for courses in communications or public relations programs. The case asks students to choose from a number of possible communication strategies. It also asks students to apply communication strategy to the changing business model, which is demonstrated in detail in the case. The authors interviewed not only top managers due to Aetna, as well as the general manager, director of marketing and corporate lawyer and some prominent lawyers. It is more and more important in the world of crisis management, crisis management and corporate legal becoming harder to navigate. "Hide
by James P. Rubin, Barbara Carmichael Source: Darden School of Business 20 pages. Publication Date: November 27, 2009. Prod. #: UV3935-PDF-ENG
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