Workshop on Public Relation in Healthcare Industry

Program overview:

As with any organization, it’s critical for healthcare providers to build a strong brand for their organizations. Brand building helps create an identity for a company. A brand could be a logo or even a symbol. It’s what your customer thinks about when they hear your company name. The Healthcare Facility can use logo such as a doctor smiling with a patient. The logo will helped give off a positive vibe to patients who may be nervous about visiting a doctor or a hospital. The aim of PR is to inform the public, including your potential customers and business partners. It’s about raising your company’s authority, building relationships with key people and managing your reputation, it is about sending the right messages to the right places and people, to build your brand. PR Professionals work constantly to build the image of your organization in the industry and promote your organizational overall strategy.

This course “Public Relations in the Healthcare Industry” focuses on equipping the PR professionals and administrators in the healthcare industry with the right skills, knowledge and attitude coupled with the best practices and techniques to place their organizations in the heart and mind of their target audience in the competitive market place.

For Whom:

This program is designed for public relations managers, marketing communication managers, corporate executives in healthcare organizations. Media relations and corporate relations managers, and communication strategists in hospitals, medical centres, and other healthcare facilities will benefit from this course. Other healthcare professionals at supervisory, management or executive levels with responsibilities to interface with patients can benefit from this course.

Learning objectives:

At the end of the program, participants will be able to:

• explain the development of strategy/plans/tactics and as well as co-coordinating them;
• create an integrated PR and corporate communication strategies;
• develop and use advanced interview skills to handle complicated organization’ issues;
• design strategies for effective use of social media and other online PR options;
• design strategies for the management of electronic media;
• maximize organization’s media relations strength;
• acquire practical skills to improve stakeholders’ engagement and proactively manage external relations; and
• integrate PR strategy, corporate communications and marketing plans.

Course outline:

Day 1: Strategies for Growing Brand Equity

• Management communication challenges
• What do the media want to get from you?
• How to integrate PR with the marketing mix?
• Using Internet PR and viral marketing effectively
• Identify the kind of issues that could hit you
• Develop a PR plan
• Trends specific to health care professionals today

Day 2: Building Strong Corporate Reputation: Issues, Challenges and Strategies

• Advanced interview techniques that work
• Communicating with your body
• Successful one-to-one press interviews
• Formulate key messages
• Controlling emotional responses
• Delivering attractive speech
• Cultural diversities on body language
• New health care communications trends

Day 3: Strategic PR Management

• Strategic Frameworks for Effective Communication
• Framing the Strategy
• Goal Setting
• Principals of Evaluation – measuring impact of

communication efforts

• Develop PR strategies
• Sourcing PR information
• Make News portals and Web news services

work for you

• Web Marketing and PR

Day 4: Contemporary Techniques for Managing Media

Relations

• Handling the Press – the golden rules
• Press releases that work
• Writing effective press releases
• Using pictures effectively
• Using Radio and Television

Day 5: Crisis Communication: Evaluation,

Strategies and Effective Positioning

• Crisis Reputation Management
• Delivering bad news
• Handling media enquiries
• Advanced crisis management and reputation management
• Brief spokespeople prior to media interviews
• Ensure your side of the story is heard
• Choosing and using a PR agency
• Measure results
• Best practices implemented by some of the top health care brands

Training Methodology

Lectures, discussions, exercises, and case studies will be used to reinforce these teaching/learning methods.