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

The Environment

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

Strategies and Tactics

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, Opportunities Leverage 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, Plan Assess 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 Basics Find 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

Exchange Ideas

Questions and Answers

Thank You!