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Sally Susman is a staunch advocate of the view that only earned media can deliver the authenticity and credibility that companies need to build reputation. “If we pay, it’s immediately tainted,” she said, addressing the loss of public trust in big pharmaceutical companies. In her role as Pfizer’s senior communicator, Susman has invested in efforts such as the “Maintain” program, which offered free prescriptions to patients laid off during the economic crisis, or the company’s award-winning push into social media—which many pharma companies continue to regard with suspicion.
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