Capstrat, the Raleigh public relations firm that helps bungle, er, “manage” the image of Blue Cross and Blue Shield has this to say on its website  about the insurance company.
A model corporate citizen, BCBSNC is thoroughly committed to philanthropy and investment in the community. To show that side of the insurer, we offer ongoing proactive ideas — steadfastly aligned with the company goals — to attract positive media coverage.
Through aggressive media relations, we made sure the positive story about the nonprofit insurer came through loud and clear across the state. Over the past year, BCBSNC has had more than 500 affirmative mentions in the media.