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Public Relations 101: Incorporating PR into Healthcare Hiring & Retention Strategies. Presented by Jack A. Segal Senior Vice President Edelman Health. Today’s Agenda. Why PR? The Environment Strategies and Tactics Idea Exchange Questions and Answers Thank You. Why PR?.
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Public Relations 101: Incorporating PR into Healthcare Hiring & Retention Strategies Presented by Jack A. Segal Senior Vice President Edelman Health
Today’s Agenda • Why PR? • The Environment • Strategies and Tactics • Idea Exchange • Questions and Answers • Thank You
Why PR? • Differentiates you from the rest • Tells “Why You” – and not the others • Shows a path and levels of opportunity • Shows you care about your staff (not just your medical staff!) • Shines light on institution as a whole • Employee satisfaction linked to patient satisfaction
Access, Revenues, Response • “In recent months, home care agencies have been forced to turn away patients requesting care because of inadequate nursing and home health aide staff,” Albany (NY) Medical Center • “…the chronic nationwide shortage of health care workers in U.S. hospitals could increase the impact of a pandemic,” USA Today • “A shortage of clinical laboratory scientists … is so severe that it could compromise the quality of the U.S. healthcare system – particularly in the event of an attack involving biological or chemical weapons” St. Louis University
Today’s Healthcare System • Aging population (first baby boomers turning 60) • Need to reduce costs – and maintain quality • Employers watching every penny • Providers squeezed • Patient safety, medical error reduction • Hospital report cards! • Negative media coverage • New technologies and standards of care • “Scope of Practice” issues • Regulations, standards, reporting requirements
What HC Orgs Don’t Do… • Give enough credit to nurses and allied health staff for their roles in patient care • Focus on the contributions of non-patient-facing professionals • Conduct PR around the achievements of nurses and allied health staff • Allow non-physician employees to speak publicly about patient-care issues • It’s not all about the doc!
“Shake Hands” Secure commitment from nursing and allied health leaders – only through complete partnership can you be successful! Understand that promoting the activities and achievements of current staff and the institution itself will help attract new staff… Learn from staff: What differentiates one employer from another? What would excite potential employees? What makes them proud?
Top Down Commitment • Get “C” suite support for PR around nursing, allied-health, recruitment issues • Work with marketing, public relations staff to identify opportunities, make plans • Work with nurses, allied health staff to identify PR opportunities
Play a Leading Role • Be at the table on an ongoing basis – serve as conduit • Public relations • Marketing • Clinical departments • Show potential benefits of PR • Especially in context of quality of care, safety and clinical revenue streams • Provide ideas, not just objectives • Provide resources, budget
Look for Partners, OpportunitiesLeverage Role of Institution • Medical staff, clinical departments • Vendors and suppliers who want coverage • Media covering health resource issues • Community organizations tackling health issues • Community health and wellness initiatives • Local schools, non-profit organizations
Plan, Plan, PlanAssess Environment • Develop, share PR calendar around… • Nursing, allied health observances • Overall health observances • Seminars and other activities for nurses, allied health staff • “Editorial calendars” • College visits, recruitment events • Read! • Understand who’s covering nursing, allied health recruitment, retention issues and pass information to PR! • Articulate your geographic reach
Develop BasicsFind News • Develop core messages about nursing, allied health careers at institution… • Respects, recognizes and appreciates employees • Has a conducive professional practice environment • Provides resources for delivering quality care, getting the job done • Is flexible (i.e., scheduling) • Provides paths and opportunities • Conduct PR 101 and host media training session for key departmental leaders • Share insights on media to target • Develop basic press materials on careers at institution • Include key stats • Focus on key leaders in each area
Make News • Leverage achievements • New hires (especially key hires that might attract attention) • Promotions • Certifications • Hospital bests • Insert nursing, allied health staff into clinical, other PR outreach • Show leadership by promoting participation in efforts to increase ranks • Ensure synergy between PR and recruitment activities • Research, consider participating in “top employer” surveys • Determine what’s right for your organization and enter
Assessment • Identify ways to measure results • Make staff accountable • Measure at end of period • Continue what works • Make adjustments where necessary • Congratulate and reward participants