1. Writing for the Web: Session I Carroll & Richardson July 2011

2. Public Relations is a… Management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organization and its publics. Excellence Study -- Grunig, Grunig & Dozier, 2002

3. What do we mean by ‘Publics’? Those within groups on whom your organization’s success or failure depends. May be both internal and external May be active or inactive May be very aware of their power or they may be unaware of the relationship until it is triggered by some action, event or consequence

4. Health-care communication… Emory Healthcare Emory on flickr Emory HealthcareEmory on flickr Northside Hospital Erlanger Medical Center St. Joseph's Hospital Northeast Georgia Hospital Cartersville Medical Center UAB Medical Center Redmond Regional Boston Children's Hospital

5. Digitizing health information… Some 77% of American adults now use internet. 90% of those 18-29 84% of those 30-49 76% of those 50-64 46% of those above 65. 59% of American adults access the internet wirelessly. “The Social Life of Health Information.”http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info/Summary- of-Findings.aspx

6. 59% of adults report they’ve looked online to seek information about a specific disease or medical problem. 47% seek information about doctors or other health professionals on line. 41% report they use digital media to seek information about treatments or procedures. 33% report they use digital media to find about hospitals or medical facilities. “The Rise of the E-Patient.” http://www.pewinternet.org/Presentations/2009/40-The-rise-of-the-e-patient.aspx

7. 25% of adults have read someone else’s commentary or experience about medical issues on an online newsgroup, website or blog. 19% of adults have watched an online video about health or medical issues. 13% of adults have gone online to find others who may have health concerns like theirs. 12% of adults have consulted online rankings or reviews of doctors, and 11% have consulted online rankings or reviews of hospitals. “The Social Life of Health Information.”http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info/Summary-of-Findings.aspx

8. What are your strategic goals? Know what you want to accomplish. Build business, and combat competition. Establish brand as an expert. Connect with those with health concerns. Develop new markets. Attract highly qualified staff. ????

9. Making it real… GOAL: To establish Floyd Medical Center as the leading cancer-care provider for patients and families in north Georgia. GOAL: To increase positive media coverage of Floyd Medical Center. GOAL: To ____________________ (verb and descriptors) among ______________ (key public).

10. Managing communication… Workflow Strategies Tactics Media Events Promotions Costs Promotion Policy and training Authority and responsibility Voice and brand identity Legal and ethical concerns

11. A plethora of choices… It’s the message, not the medium, that matters. Digital media are just more tools you can use to establish two-way communication with your critical audiences. You have to decide which tool is best for which group at which time—or if multiple tools are the better approach.

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