Public Relations and Communications in Health Care Settings
SHSMD Credentials
September 24-October 28, 2019
24/7 Access
Stay at the forefront of health care communications so you can focus on effective strategies that inspire change.
SHSMD is now offering a new five-part credential series, created for professionals in health care communications and public relations. Expert faculty from inside and outside of the health care industry will share key trends impacting communication professionals, outlining what new skills are required to lead change, develop strategic frameworks, and get a seat at the table.
This credential series will discuss internal communications strategies around change management and the evolution of the digital workspace, as well as external communications torpics on the merging world of brand journalism—earned, owned and paid. Faculty will then outline the importance of developing a strategic framework for communications efforts, including 1) framing the strategy, 2) goal setting, and 3) principals of evaluation (measuring the impact). A panel of seasoned communications professionals will also share their advice on how to get a seat at the table by serving as a trusted senior advisor and applying skills around influencing, selling ideas, and driving meaningful change.
In this series, participants will:
- Immerse in key trends impacting health care communications professionals from industry experts
- Build skills in developing strategic communication and change management solutions.
- Grow as trusted advisors and effective change agents
- Apply these learnings to real-world challenges. The course will culminate with individual case studies developed during the course focused around a specific challenge. Faculty and fellow course attendees will provide counsel and input.
Use Case Assignment
At the start of the series, participants will be asked to identify a use case problem/challenge that they are currently facing in their role. Throughout the series, faculty will guide them through the process of identifying goals, implementation strategies, and evaluation steps for that use case. A template will be provided and introduced early in the course, and discussion questions and content throughout the course will help guide them through the template and use case process. Faculty and fellow course attendees will provide counsel and input and participants will walk away with an actionable plan for that use case, and template for future challenges. At the end of the course, attendees may be selected to share their use cases.
Course Outline
Pre-Course Work
- Complete SHSMD ADVANCE™ | Assess to identify skill gaps.
- Complete pre-assessment survey and identify use case challenge.
Pre-recorded Introduction Webcast (on demand)
- How the profession shifting and what are key themes to explore?
- Course agenda overview
- Use case assignment
Faculty: Donna Teach, Chief Marketing and Communication Officer, Nationwide Children’s Hospital
Module 1 | The Evolution of Internal Communication
- Trends in internal communication—new skills, new roles
- Communication models for driving effective change
- Leaders and managers as conversationalists
- Storytelling and purpose-driven communication
- Trends in channels/Intranets
- Trends specific to health care professionals today
Faculty: Chris Gay, Principal, Bridge Consulting
Module 2 | External – Brand Journalism and Trends
- Brand journalism, content marketing, storytelling—Regardless of what you call it, what do these communications approaches really mean for communicators?
- Merging the world of earned, owned, shared and paid—how to implement parts of the PESO model into your current communications program
- New health care communications trends—the new skills you need to learn to maximize your content including multi-channel amplification and measurement:Creating content is not enough—tricks to amplify your content and messages across multiple channels
- Measurement must-haves—how to show the value of your work to the C-suite
- Brand journalism and content best practices implemented by some of the top health care brands
Faculty: Lisa Arledge Powell, Principal, MediaSource
Module 3 | It’s All About Great Strategy: Strategic Frameworks for Communication Professionals
- Framing Strategy
- Goal Setting
- Principals of Evaluation – measuring impact of communication efforts
- Practical approaches to research and evaluation
Faculty: Donna Teach, Chief Marketing and Communication Officer, Nationwide Children’s Hospital
Module 4 | Panel Discussion: Leading Change and Getting a Seat at the Table
Hear from seasoned communications’ professionals building themselves as trusted and senior advisors. Learn how to earn influence, sell ideas, and drive meaningful change.
Panelists
Rose Glenn, Chief Communications and Marketing Officer, Michigan Medicine
Kathleen Lewton, Fellow PRSA, Principal, Lewton, Seekins & Trester
Moderators
Chris Gay & Donna Teach
Module 5 | Sharing of Participant Case Studies
Three or four case studies will be presented by course participants.
Moderator: Donna Teach, Chief Marketing and Communication Officer, Nationwide Children’s Hospital
Certificate/Credential
A SHSMD Credential (certificate of completion and digital badge) will be awarded to those who successfully complete the use case assignment and all other course assignments (i.e. discussion board questions, SHSMD ADVANCE | Assess, pre-assessment survey).
Course Schedule
This series will include a total of five webinars related to the specific topics outlined below. Webcasts will be held on the Tuesdays from Noon–1:00 pm Central (1pm ET, 11am MT, 10am PT).
The Panel Discussion will take place on Monday, October 21.
Webcast Dates (please mark your calendars)
- September 24 | Module 1: The Evolution of Internal Communication
- October 1| Module 2: External – Brand journalism-the merging world of earned, owned and paid
- Week of October 7 Catch Up Week
- October 15 | Module 3: It’s all about Great Strategy – strategic frameworks for communication professionals
- October 21 | Module 4: Panel Discussion on leading Change and getting a seat at the table
- October 23 | Case Studies due
- October 28 | Module 5: Case study presentations
All live webinars are recorded and available for attendees to access 24/7.
Additional Resources
This course will include a variety of additional resources including articles, white papers, and webinar recordings around the following topics related to communications and public relations:
- Advocacy Communications
- Creating Internal Advocates for Change
- Media Content Relationships
- Crisis Communications
- Employee Town Halls
- Storytelling
- Reputation Management
- Social Media
- Employee Engagement
- Community Relations
- Consumerism
FACULTY
Donna Teach, MS, APR, Chief Marketing and Communication Officer, Nationwide Children’s HospitalDonna has been with Nationwide Children’s for over 20 years and her current role includes oversight of all marketing, communication and digital functions. Nationwide Children’s 56-member Marketing and PR team supports all aspects of the institution and includes brand strategy, consumer, donor and referral source marketing, call center, market research, web, social media and interactive marketing, media relations and corporate communications. Nationwide Children’s is America’s largest pediatric hospital and research institute and has been recognized by US News and World Report on their honor roll list of America’s Top 10 Children’s Hospitals.
Chris Gay, Principal, Bridge Consulting
Christie Gay is the founder of Bridge Consulting, a group that focuses on communication, transformation and employee engagement strategies that impact on business results. Her clients include Starwood Hotels, Johnson & Johnson, Kroger, Nationwide Children’s Hospital, and Wells Fargo just to name a few. She has also worked in corporate America for 25 years and served as the Global Employee Engagement and Communication practice leader for Right Management. Chris has earned three IABC Gold Quills and a Silver Anvil. Her expertise in transformation and employee engagement has been recognized through speaking engagements for The Conference Board, International Association of Business Communicators, and many others.
Lisa Powell Arledge, Principal, Media Source
Lisa Arledge Powell is the President of MediaSource, named Best Health Care Agency for a record four consecutive years by PR powerhouse Ragan Communications. Lisa, a former television news reporter, specializes in public relations and content marketing for the nation’s top hospitals and brands to get their message to targeted audiences. Lisa trains other health care communicators on best practices at national and international industry events such as PRSA Health Academy, Content Marketing World, Mayo Clinic Health Care Social Media Summit and PRSA’s International Conference.
Additional Presenters:
Rose Glenn
Chief Communications and Marketing Officer
Michigan Medicine
Kathleen Lewton
Fellow PRSA
Principal
Lewton, Seekins & Trester
Of Counsel, Padilla