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?

Annual Conference Presentations

• Partnering with the C-Suite: Building a High-Performance Culture through Better Communications
  (2011)
• Tough Cases: A Workshop for Internal and External Communications
  (2011)
• Lessons Learned from a Nobel Prize and a Billing Records Theft
  (2011)
•  Measuring Social Media in Healthcare
  (2011)
• Can't We All Just Get Along? Marketing and PR Professionals Uniting for Winning Results
  (2011)
•  SHSMD IGNITE! Can You Keep Up? 20 Slides ... 10 Minutes ... 1 Great Idea … Multiply by 6
  (2011)
•  Strategic Social: Using an Audit to Launch Your Online Presence
  (2011)
•  Living the Brand: Leading Your Organization’s Customer Experience Strategy
  (2011) 
•  Building Effective Online Communities: A Cancer Center Case Study
  (2011)
• Creating Positive Change Through Advocacy in an Era of Reform
  (2011) 
•  Using Facebook Ads to Empower Grateful Patents
  (2011) 
•  Twin Cities Nurses’ Strike: Did New or Old Media Work?
  (2011)
• Information Overhaul: 11,000 Unconnected Intranet Pages Become One Site
  (2011)
•  Effective Word-of-Mouth Management and Measurement
  (2011)
  
  
• Is Too Much Technology Making Us Stupid?
  (2010)
• BOFEPET: Huh? Making Your Health System's Vision Memorable and Results Drive
  (2010)
• Going Rogue: When Physicians Threaten Your Reputation
  (2010)
• Social Media in the Scott & White Response to Fort Hood
  (2010)
• Using Interactive Media to Enhance the Patient's Experience and Create Brand Preference
  (2010)
• Story Telling in Multimedia
  (2010)
• Building Business and Reputation: What YOU Can Learn from Geisinger Health System
  (2010)
• When Pigs Flew: A Case-study in Interorganizational Public Information Coordination
  (2010)
• Does Hospital-Defined Quality Matter in a Consumer-Defined World?
  (2010)
• Hive Marketing: Using Social Media to Activate Brand Advocates
  (2010)
• Cut Through the Clutter with Microcampaigns
  (2010)
• High-Impact Branding: Tools for Evaluating and Promoting Medical Quality
  (2010)
• Engaging the Community During a Time of Need
  (2010)
  
  
• 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)

Spectrum Articles

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

• Want Kids to Eat Healthy? Start by Getting Their Attention
  (January/February 2012)
• Can’t We All Just Get Along?
  (January/February 2012)
  
  
• Using Blogs to Build Relationships
  (November/December 2011)
• Online Marketing Strategies for Local Impact
  (September/October 2011)
• Shiniest Object Syndrome
  (September/October 2011)
• Keeping It Consistent: Brand Identity, Brand Communication, and the Patient Experience
  (September/October 2011)
• The Transparency Strategy: Key to Surviving and Thriving under Healthcare Reform
  (May/June 2011)
• Doing Well by Doing Good: Engaging the Community During a Time of Need
  (January/February 2011)
  
  
• How to Optimize Your Website with Multivariate Testing
  (November/December 2010)
• When Healthcare Is a Team Sport, Integrated Communications Make for a Winning Playbook
  (November/December 2010)
• Making Managers More Effective Communicators: Six Steps to Success
  (September/October 2010)
• BOFEPET What’s That? Making Your Organization’s Vision Memorable and Results Driven
  (September/October 2010)
• 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)