Shortly after SCCM’s annual meeting, COVID-19 cases skyrocketed and, as ICUs reached full capacity and our nation was facing ventilator and staffing shortages, the media looked to critical care experts for answers. The PCI team swung into action, developing key messages and a media outreach strategy that tapped into the national and trade media relationships we established during SCCM’s annual meeting. COVID-19 media and thought leadership outreach became the focal point of our work for the remainder of 2020, including strategic support for SCCM’s COVID-19: What’s Next virtual meeting.