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Friday, May 3
10:30–11:45 a.m.
Breakout Sessions: Set IV

Shaping Thought Leadership for Your Healthcare Organization

Thought leadership is the alpha strategy of reputation development. Focusing the power of thought leadership anchors reputation and propels the business agenda. Thought leadership requires the public relations professional to recognize that their organization’s people — its executives and physicians — are its greatest asset. This session will focus on how to attract the right kind of media attention to promote your leaders and use the power of thought leadership to boost recruitment, retention, reputation and revenue. Thought leadership can also act to blunt criticism during crisis and leverage partnerships to spread influence well beyond conventional target audiences. The session will include an interactive exercise to sharpen attendees' skills in identifying key messages and key spokespeople for thought leadership opportunities.

Attendees to this session will learn to:

• Align key messages and key personnel with the editorial requirements of media professionals to help further strategic goals.
• Position thought leaders with allied professionals and the media to support business objectives.
• Strengthen the thought leader’s role within the organization.

Laila M. Waggoner, partner and chief strategy officer, R/P Marketing Public Relations. Connect with Laila on Twitter.

Robin Walters, business development manager, Halley Consulting Group