For its 49th Critical Care Congress, the Society of Critical Care Medicine (SCCM) — representing thousands of intensivists and critical care clinicians across the world — engaged PCI to provide proactive media relations support.

When SCCM’s meeting began on February 16, 2020, the COVID-19 virus was on the verge of becoming a global pandemic, putting its members on the frontlines of care for the most critically ill COVID-19 patients. PCI pivoted to develop a media outreach strategy to not only highlight key topics and announcements already planned for the meeting, but to position SCCM as the go-to resource for media seeking information about Intensive Care Unit (ICU) pandemic preparation and patient treatment.