January 4, 2011

Hospital Media Relations Part 3: Choosing a PR agency that can best help you deliver the gold

Working with an agency

How can a PR agency help you in your quest for the gold? How can they understand the constraints of hospital PR and the competitive, ego-rich environment you have to navigate every day?

1. Use an agency with proven experience in healthcare public relations and media relations. You need someone who has been there and done that.

2. Let your agency be on your team. The more they know, the better they can help you. That means inviting them to clinical team meetings and making sure they have access to all your collateral materials. You can be assured that they will always have your back at all times.

3. Choose an agency that has the right tools. If your account executive has never heard of ProfNet, HARO, Cision, Vocus, SHSMD or NACHRI, you need to start shopping around. The right PR tools will help ensure that you are visible in the marketplace.

A good PR agency works with you, has a strong grasp of your goals and is well versed in your communication strategy. They should be intimately familiar with your hospital’s culture and assets. Because, when the pressure’s on and you’re reaching for the gold, your PR agency can extend your reach.