PR Case Study – moving towards better health

For those out there who think public relations professionals only spin the “real” news, or think that all are a bunch of flacks, I wish they could have attended yesterday’s SC PRSA meeting.

The luncheon focused on how a healthcare public relations campaign is invaluable when communicating to appropriate audiences upcoming changes in the hospital that directly affects them.

A panel of four healthcare communications professionals from Greenville Hospital System University Medical Center, discussed GHS’s use of integrated marketing communications for its Greer Memorial Hospital grand opening in August.

From existing hospital employees to the Greer community and from physicians to community leaders, there were a lot of key audiences to address. While each needed to receive a different message, the overlying factor – whether you are a patient, a family member visiting a patient, a receptionist or a physician – was that customer service is paramount to Greer Memorial.

GHS really focused on the importance of communicating the fact that the new hospital would be open and available to the public – and ready to be part of the community. This was achieved by advertising, billboards, community events, as well as media relations tactics for both feature stories and relevant health columns.

I was really proud to listen to the painstaking efforts GHS took this past summer when opening Greer Memorial, and I wish these kinds of stories would make headlines in industry publications, rather than focusing on those out there who simply churn out news releases and pitch irrelevant outlets non-newsworthy stories. There really are public relations professionals out there who work hard to implement strategic activities to serve their publics well while meeting the goals of the organizations they represent.

What is your “proud” moment in PR?

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