Rural/Metro, the second largest ambulance and fire protection company in the U.S., faced a huge challenge in renewing its ambulance service contract with Knox County. The nation's largest company, which was competing for the contract, hired three different lobbying firms in an attempt to convince Knox County Commission to drop Rural/Metro despite its record of outstanding service to Knox County.

Working closely with the
Rural/Metro management team led by Southern Region President Susan Brown, Moxley Carmichael developed a comprehensive plan and worked daily with Rural/Metro to build public support and keep County Commission informed.

Throughout the campaign, Moxley Carmichael used a variety of communications techniques to ensure that Rural/Metro's message got out. When the opposition misstated facts, Moxley Carmichael quickly developed advertising to set the record straight under the headline, "Don't Be Misled."

Moxley Carmichael's news releases, fact sheets, and ad copy focused the public debate in Rural/Metro's favor, and the company enjoyed wide media support.

Facing a losing vote, the competing company was forced to withdraw at the last minute, and Rural/Metro won unanimous approval from County Commission.

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