Global: Love drafted in for Utah DH data brief

Utah's Department of Health has called in Love Communications for crisis advice after the health records of more than 700,000 state residents were breached in April.

About 280,000 people had their Social Security numbers stolen, as well as addresses and taxpayer identification numbers.

The scope of Love's work includes managing media relations and creating educational materials and online videos for the public.

The state had attempted some outreach of its own, sending letters to victims with instructions on how to receive one year of free credit-monitoring services. However, a lower-than-expected number of people took advantage.

Love PR director Angie Welling said: 'The most challenging aspect ... is the breadth of the situation. A large number of the population were affected and we need to make sure we are getting the correct information and tools into the hands of those impacted.'

Love's one-year contract is worth up to $200,000 (£127,000). The firm beat six others in the pitch process.

Nancy Orton, assistant director of Utah's division of purchasing and general services, said: 'During the pitch process, Love focused on the crisis at hand, and identified specific threats and tactics that would protect victims from further harm. That was one of the strengths it provided.'

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