Friday, May 9
Breakout Sessions: Set V
"Influence the Agenda: Aligning Health Care Trends to Leverage Thought Leadership"
Controversial issues that are part of the new health care landscape, such as accountable care and value-based care, provide public relations professionals with an opportunity to grab the high ground of thought leadership on behalf of their clients. This presentation will show the public relations strategy that enabled executives from Aetna to rise above the usual suspects of third-party pundits and get their messages carried by the media. Attendees will learn how Dodge Communications used primary and secondary research to lay a foundation for the strategic PR plan, how it gauged the market’s concerns and created a message platform to shape the debate, and how it carried out its media relations to achieve maximum impact. Presenters will share how they won buy-in from the client for an aggressive message platform and prepared spokespeople with forward-thinking statements that brought the media back for more.
Sherry Sanderford, communications director, Aetna
Brian Parrish, executive vice president and principal, Dodge Communications