Case Study: a veterinary practice in Central New York State protects its reputation with Rosica Communications

a veterinary practice in central New York State averts media coverage and outnumbers protesters 3:1 with Rosica Communications

Rosica Communications, a crisis communications firm, was contacted by a veterinary practice in Central New York State facing a volatile reputational crisis. The challenge began when a distraught pet owner, unable to afford euthanasia, left their terminally ill animal at the clinic and subsequently organized a protest after airing grievances on social media, which threatened the practice's reputation and team morale.

Rosica swiftly implemented a crisis communications strategy that included gathering facts, creating internal and external messaging, and drafting a direct response to the social media posts. A key tactic was rallying supportive clients and community advocates to peacefully attend the protest. The vendor also helped the practice establish a new nonprofit fund for end-of-life care costs. The result was unequivocally positive; advocates outnumbered protestors three-to-one, no negative media stories ran, and the practice's reputation was protected.