ABSTRACT
Imagine a company with drug monopoly, supported by the government, in the middle of highly publicized public emergency, and the need to supply the USA with an increased supply of a targeted medicine. In October 2001, Bayer found itself in such a win-win situation. By applying the right public relations strategies, Bayer was able to create a public relations bonanza of good will, be a good and ethical corporate citizen, placate the regulatory environment, impede entry for competitors, and enable the US government to provide the public with life-saving medicines.
