General Resources

• Community Accountability and Transparency: Helping Hospitals Better Serve Their Communities
  (2007)
  
• Click here for information from AHA to help you respond to CBS's "60 Minutes" segment, Hospitals: Is the Price Right?
  
• Communicating Quality: Strategies and Tools for Responding to Public Reporting of Hospital Quality Data
  (2004)

Annual Conference Presentations

• Strategic Public Relations and Communications: The Essentials
  (2009)
• The Age of the Unthinkable--The Cult of the Amateur*
  (2009)
• Bathtubs, Blackberries & Brains: A Case Study in Guerilla Marketing
  (2009)
• Breakthrough Communication Strategies to Keep Employees Engaged through the Downturn
  (2009)
• Extreme Makeover--How One Hospital Turned its Website into a Consumer Magnet and ROI Machine
  (2009)
• PR 101: From Face Time to Facebook
  (2009)
• Crisis Communications: Sink or Swim in Today’s 24/7 News Cycle
  (2009)
• Customer Advisory Groups: One Way to Listen to the Market
  (2009)
• Bring Good Things to Life: Findings and Activating Brand Ambassadors
  (2009)
• The Web's Role in Crisis Communications: Case Study on How Mercy Medical Center Dealt with Historic Flooding
  (2009)
• Marketing to the Mature Market Place Trends and Updates: 2009
  (2009)
• Ready. Set. Roll-out! Marketing Quality on the Fast Track
  (2009)
• Government Relations for Healthcare Marketing and Public Relations Practitioners
  (2009)
  
  
• Crisis Management and Social Media
  (2008)
• Harnessing Social Media in Healthcare
  (2008)
• Encouraging Employees to Deliver the Brand Promise
  (2008)
• Are You Ready for the New IRS Form 990-H?
  (2008)
• What Has the Potential to be More Damaging to Your Health System than a Labor Strike? Two Strikes in One Year
  (2008)
• Disaster Preparedness: The Communicator's Role
  (2008)
• Public Release of Patient Satisfaction Data: Government and Private Reporting Implications
  (2008)
• Speaking to the Generations
  (2008)
• The Naked CEO: Your Chance to Grill CEOs on Budget Cuts, Risk Aversion, Silly Sports Sponsorships, and More
  (2008)
• Marketing Your Marketing and Public Relations Effort
  (2008)
• Hit Us With Your Best Shot for Public Relations and Communications Professionals
  (2008)
• YourTube: Getting Aboard the Video Bandwagon
  (2008)
• When You Need a Friend It's Too Late to Make One
  (2008)
  
  
• Digital Dog: 24 Online Hours in the Life of a Healthcare Executive (T3)  
  (2007)
• Wake Up Your Workforce! Creating a Culture of Excellence through Proven Internal Communications and Reward and Recognition Strategies (T4)  
  (2007)
• Breaking News: Make Your Hospital a Media Darling (T13)  
  (2007)
• Creating the Connection: Issues Management as Crisis Prevention (T14)  
  (2007)
• Are You Ready for the Boomer Boom? (T23)  
  (2007)
• Virtual Business Office Breakthroughs (T24)  
  (2007)
• Learn to Love Your Healthcare Lawyer and Never Say "No Comment" Again (F3)  
  (2007)
• When the CEO Asks Marketing and Public Relations to Save Lives(F4)  
  (2007)
• Strategic Communications Plans that Advance Mission and Organizational Goals (F13)  
  (2007)
• A Foundation for Successful Physician Relations: Media Relations and Training (F14)  
  (2007)
• Healthcare Loyalty Index: Perceptive Outcomes Revealed (F23)  
  (2007)
• Hit Us With Your Best Shot for PR and Communications Professionals (F24)  
  (2007)
• Leveraging the Power of Grassroots: Strategies for Union Issues and High-Stakes Crisis Communication (S2)  
  (2007)
  
  
• That's Perfect, but the CEO will Never go for It--Getting Great Creative Approved (T3)  
  (2006)
• Beyond Smile Lessons: Linking Customer Service to Core Strategies (T4)  
  (2006)
• Surviving Katrina: In New Orleans, One Hospital Stayed Open and Stayed in Touch with Patients and Employees (T13 )  
  (2006)
• Us vs. Them: How to Turn the Tide of Public Sentiment in Contract Disputes (T14)  
  (2006)
• Using Public Relations to Promote Physicians and Physician Groups--It's All About "Connectivity" (T23)
  (2006)
• Listening and Learning: Creating a Patient Feedback System (T24)  
  (2006)
• Hit Us With Your Best Shot for PR and Communications Professionals (F3)  
  (2006)
• Going the "Extra Extra" Mile with Internal Communications (F4)  
  (2006)
• Advancing the Healthcare Safey Culture: Using Aviation-based Skills to Reduce Errors, Improve Teamwork, and Save Lives (F7)   
  (2006)
• Planning and Waging a Successful CON Campaign in a Highly Charged Environment (F13)  
  (2006)
• Communications and Public Relations 101: Generating Positive Media for Your Organization (F14)  
  (2006)
• Going to the Dark Side: How Public Relations and Marketing Can Work Together to Own the Market (F23)  
  (2006)
• How to Build a "Next Generation" Website for Key Service Lines (F24)  
  (2006)
• Increasing Employee Satisfaction through HR Partnerships (S2)  
  (2006)
  
  
• Grassroots Community Relations: Five Simple but Dramatic (and Inexpensive) Programs to Bolster Your Organization's Image in Your Target Community--and Your Image within Your Organization
  (2005)
• "Restoring Public Trust - The Ultimate Challenge"
  (2005)
• A Decade of Healthcare Internet Marketing Results of the 2004/05 Hospital Internet Marketing Report 
  (2005)
• How to Deal with All the Fuss: Charity and Billing Issues
  (2005)
• The Multiplier Effect: Maximizing PR Impact Through Hospital Collaboration
  (2005)
• When Being “The Biggest Kid on the Block” Proves to be a Challenge: Addressing Leadership/Monopoly Push-Back
  (2005)
• Standing on Firm Ground: Creating Your Message Platform
  (2005)
• Creating and Managing a Media Circus: Planning and Executing the Story of the Separation of Conjoined Twins
  (2005)
• Society for Healthcare Strategy and Market Development Tenth Annual Educational Conference Communicating
  Outcomes & Quality: How You Talk to Consumers, Your Board and the Press Is About to Change Forever
  (2005)
• Adapting a Marketing Culture
  (2005)
• HEALTH CARE MARKETING CULTURE: A brief quiz: How does your organization measure up?
  (2005)
• Communicating the Unthinkable: Successes, Stumbles and Lessons 
  (2005)
  
• Smart Reporting: The New Metrics that Link Media Coverage with Business Outcomes . . . and How to Use Them 
  (2004)
• Strategic Communications: Protecting Operations and Reputation During an Acquisition or Divestiture 
  (2004)
• An Rx for Harnessing the Power of Your Internal Brand 
  (2004)
• Using Humor to Make Your Message Memorable
  (2004)

• The How and Why of the U.S. News and World Report Rankings
  (2004)
  

• Media Relations vs. Advertising 
  (2003)
• Your CEO's Communication Counsel  
  (2003)
• Bringing Your Story to the Public  
  (2003)
• Becoming and Internal Communications Strategist 
  (2003)
• Bottom-Line Impact of Media Relations  
  (2003)
• Before, During and After the Crisis 
  (2003)
• Improving Quality and Ensuring Trust  
  (2003)
• Integrating PR, Marketing, Planning and Sales
  (2003)
• It's Not Mad Cow Disease
  (2003)
• Mandated Reporting of Hospital Outcomes and Patient Satisfaction
  (2003)
  
  
  

Spectrum Articles

(Some Spectrum articles are posted as complete PDFs. You will need to browse the issue to find the article listed.)

• The Patient-centric Website of Yesterday, Today, and Tomorrow
  (July/August 2010)
• Plan, Align, Deploy, Execute—Bring Your Strategy to Life!
  (May/June 2010)
• New Tools, Old Issues
  (January/February 2010)
  
  
• Here a Tweet, There a Tweet … So Why Not from Our Organization?
  (November/December 2009)
• Real Transparency: Satisfying the Consumer Demand for Quality and Price Information
  (May/June 2009)
• Health Literacy: Ignorance Is Not Bliss
  (March/April 2009)
• Using the Web to Promote a Service Line
  (March/April 2009)
  
  
• Social Media and Crisis Communication: Hospitals Taking Wait-and-See Attitude
  (November/December 2008)
• Tips for Creating a Better Hospital Website
  (July/August 2008)
• What You Need to Know About Search Engine Optimization
  (May/June 2008)
• Social Marketing: A New Paradigm for Healthcare Marketing and Public Relations
  (March/April 2008)
• If You Don’t Know Where You’re Going, Any Road Will Get You There
  (January/February 2008)
• Creating a Winning Vocabulary for High-Stakes Crisis Communication
  (January/February 2008)
  
  
• The Agency Decision: Build or Buy?
  (Sepember/October 2007)
• Branding From the Inside Out (or, It's What's Inside that Counts)
  (Sepember/October 2007)
• Media Relations Strategis to Burnish Your Hospital's Image 
  (May/June 2007)
• Rethinking the Strategic Role of Internal Communication—Part 2 of 2 
  (May/June 2007)
• Rethinking the Strategic Role of Internal Communication—Part 1 of 2 
  (March/April 2007)
• Creating an Executable Web Strategy 
  (January/February 2007)
  
  
• What Aviation Can Teach Healthcare about Safety 
  (November/December 2006)
• 10 Keys to Writing Copy for Results 
  (November/December 2006)
• Using Radio and the Internet to Advance Your Hospital's Mission 
  (September/October 2006)
• Trends in Branding, Positioning and Volume-Building Communications 
  (March/April 2006)
• Rolling out an Online Quality Report
  (January/February 2006)
• Women at the Wheel in the Age of Consumer-Driven Healthcare  
  (January/February 2006)
  
  
• Building Physician Partnerships Through Better Communication
  (November/December 2005)
• More Hard Prrof that Public Relations Works
  (September/October 2005)
• Rising to the Quality Challenge
  (July/August 2005)
• Marketing Tranparency
  (May/June 2005)
• Integrating Technology into Your Crisis Planning
  (May/June 2005)
• Branding Integrated Marketing and the Healthcare Chain of Communication
  (January/February 2005)
• Riding the Syngergy Wave: How Print, E-Mail and Web Tools Can Work Together for Maximum Impact 
  (January/February 2005)
  
  
• Living with HIPAA: Public Curiosity versus Patient Confidentiality
  (September/October 2004)
• Community Flu Campaign--A Shot in the Arm for Your Hospital
  (September/October 2004)
• The Collaborative Intranet
  (July/August 2004)
• Does Customer Service Training Work in Healthcare?
  (March/April 2004)
• Website Can be a Workhorse During Information Frenzy 
  (March/April 2004)
  
  
• Effective Communication Key to Success in Handling Labor Issues
  (November/December 2003)  
• Beyond Ballparks and Boardrooms: How to Successfully Introduce
  Webcast Technology in Your Hospital's Environment  
  (September/October 2003)
• The Real Reason Healthcare Marketing Leaders are on the Payroll  
  (September/October 2003)
• Remote Information Technology Devices Improve Care, Drive Down Costs  
  (July/August 2003)
• Communicating Quality  
  (July/August 2003)
• Using a Better Informed Workforce to Keep Customers in the Loop  
  (May/June 2003)
• Doing More for Less in Marketing and Media  
  (May/June 2003)
• Share of Discussion Measurement Offers Insight into Market Development
  (March/April 2003)
• Staying Ahead of the Wave: Are You Ready for the eHealth Marketing Swell?  
  (March/April 2003)
• CRM Translates to Improved Market Share, Increased Reveneue for Health System
  (January/February 2003)
  
  

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