10:45 a.m. - Noon              Breakout Sessions Set I

Cutting Through the Clutter: Creating Messages That Drive Agendas
Andrew Gilman, CEO and president, CommCore Consulting Group

The irony of contemporary communications is that the more complicated  the issue, the simpler the message. This session will explain the “less is more approach” to today’s agenda-driven messaging, and how to create messages that harmonize overlapping stakeholder demands.  

You will learn to:
•    Create strategic messages to combine relevant data, research and visual information.
•    Develop targeted messages across multiple media platforms.
•    Utilize the “Haiku Approach” for clear and strategic media relations.


Engaging Employees: Using an Overlooked Resource to Sharpen a Competitive Edge
Michael O’Brien, senior vice president, health care practice leader, IMRE
Jody Buffington Aud, APR, associate director, internal communications, MedImmune

During times of dramatic change, internal communications is often underutilized as an effective mechanism to spread key messages, as organizations rely on top-down communications. MedImmune, a leading biotechnology company, took a different approach by launching an innovative internal ambassador program. With the help of outside communications assistance, MedImmune’s innovative program successfully engaged employees and enabled them to share company messages helping strengthen the company at a turbulent time.

You will learn to:
•    Apply internal communications techniques to create company value in a changing economic environment.  
•    Accomplish company-wide goals with internal communications.
•    Measure the value of an internal ambassador program.

Communicating Complexity, Simply:  The U.S. Health Care System for Health Communicators
Pauline C. Hamel, EdD, PT, Faculty, Health Communication program, Boston University – Metropolitan College
Timothy Sullivan, MS, facilitator, Health Communication program, Boston University – Metropolitan College; director of communications, Partners Continuing Care and The Spaulding Rehabilitation Network
Mario R. Nacinovich, Jr., BSc , graduate student, Health Communication program, Boston University – Metropolitan College

Keeping abreast of the kaleidoscopic complexity of the U.S. health care system is a challenge for experts, educators, as well as health care communicators.  Using strategies developed for a health communications program at Boston University, public relations practitioners will discover how an online learning environment facilitated a better understanding of the industry and ability to communicate issues on the different aspects of our rapidly shifting health care system.

You will learn how to:
•     Identify key issues and stakeholders, including policy-makers, health providers and patients.
•    Create practical strategies to meet the communication needs of health care organizations and their target audiences.
•    Use online educational platforms to transform staff public relations professionals into agents of change within their organizations.