By virtue of being the leading brand in the natural health industry, Jamieson Laboratories was under constant scrutiny by naysayers, critics and the media. The company needed to ensure that critical, misleading and downright inaccurate messages were promptly refuted, and that the merits of its products and sophisticated testing regimes were widely understood. Bringing together its most seasoned team of professionals, APEX constructed a comprehensive issues management strategy that included aggressive proactive tactics and a quick-response reactive communication plan.