Thursday, May 2
Breakout Sessions: Set II
When a hospital opens — or closes — a building, it poses challenges for public relations professionals to use the occasion to either promote the institution or face blunt criticism from the community and media. In this presentation, presenters from Franciscan St. Francis Health will relate details about the three-year planning effort involved in closing a historic, 100-year old hospital and moving its services to a newly-expanded Indianapolis campus. The plan involved coordinating carefully constructed communications to the community’s Spanish- and Burmese-speaking residents, hospital employees at both sites, city government and local elected officials, and area businesses.
On the flip side, Johns Hopkins Hospital recently opened a 1.6 million-square-foot facility to replace outmoded units and operating rooms with private patient rooms. Gaining positive media attention was a top priority for hospital leadership, but the media relations team wondered how they could effectively generate coverage. After all, other local hospitals had opened new buildings in recent years. However, they developed coverage opportunities and newsworthy events that resulted in a large number of local, national and international news stories.
Attendees to this session will learn:
Ellen Beth Levitt, senior communications specialist, Johns Hopkins Medicine. Connect with Ellen Beth on Twitter.
Kelli Searles, APR, director of marketing and community relations, Franciscan St. Francis Health
Amy Hanna, ABC, vice president, Borshoff
Conference Preview: Check out Kelli and Amy's blog post, "Three Ways to Build a Solid Foundation for a Monumental Hospital Move."