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Daniel Fell
Executive Vice President
Neathawk Dubuque & Packett
Chattanooga, TN

Ross Goldberg
President
Kevin/Ross Public Relations
Westlake Village, CA

Nancy Paton
Senior Vice President, Marketing and Communications
University Hospitals
Shaker Heights, OH

Developing and implementing a public relations and communications program that meets the needs of the hospital and its many diverse stakeholders become more complex every day. Learn how to maximize your resources and deliver measurable results by incorporating successful strategies, methods, and techniques. Come away with an in-depth understanding of the essential components of public relations and communications as well as effective techniques and strategies to meet or exceed your organization’s expectations.

You will learn to:

• Understand key trends and issues facing hospitals today.
• Position yourself to support the CEO’s goals and challenges.
• Transform the communications function from transactional to strategic.
• Identify key external stakeholders and strategically match these constituencies to the issues and values of greatest concern.
• Develop an effective internal communications campaign and understand its four functions.
• Build stronger relationships with the media.
• Understand how the Internet and new media are shaping corporate communications.