Public relations in health and medicine: using publicity and other unpaid promotional methods to engage audiences

Abstract Background Public relations—a marketing communications method involving the use of publicity and other unpaid promotional methods to deliver messages—historically has served as the communicative workhorse of the health services industry, representing the predominant pathway over many decades by which health and medical facilities conveyed stories to the public. While other components of the marketing communications mix, perhaps most notably that of advertising, have now captured a significant portion of interest, attention, and use by healthcare establishments, public relations remains a valuable communicative avenue when deployed properly. Discussion As an unpaid method of promotion, public relations is uniquely positioned among its counterparts in the marketing communications mix which require direct expenditures to reach audiences. Typically effected by preparing and submitting press releases to news media firms in hopes that they, in turn, will present given stories to their audiences, limitations are somewhat obvious as transmission control rests with external entities. But overcoming limitations is possible with prudent strategies. This article presents Willis-Knighton Health System’s associated strategies, along with a range of public relations insights from decades of deployment experience. Conclusions Prudently deployed and led by guiding strategies, public relations offers health and medical organizations opportunities to engage audiences in an efficient and highly credible manner. Courtesy of its unique properties, public relations capably can complement other marketing communications, operating synergistically to help healthcare institutions achieve their conveyance goals, fostering exchange and bolstering market share. Careful operationalization of this marketing communications avenue can help healthcare establishments realize their full communicative potential.

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Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture

BMC Health Services Research ◽

10.1186/s12913-020-05607-6 ◽

2020 ◽

Vol 20 (S1) ◽

Author(s):

James K. Elrod ◽

John L. Fortenberry

Keyword(s):

Health Services Research ◽

Health Services ◽

Public Relations ◽

Health System ◽

Sales Promotion ◽

Global Perspective ◽

Marketing Communications ◽

Services Research ◽

Special Supplement ◽

Big Picture

Abstract Background Willis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications. Discussion As an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives. Conclusions Health and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.

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AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

MASSIVE: Jurnal Ilmu Komunikasi ◽

10.35842/massive.v1i1.10 ◽

2021 ◽

Vol 1 (1) ◽

pp. 17

Author(s):

Wulan Muhariani

Keyword(s):

Public Relations ◽

Media Coverage ◽

Direct Marketing ◽

Secondary Data ◽

Sales Promotion ◽

Marketing Communications ◽

Marketing Communication ◽

Integrated Marketing ◽

Integrated Marketing Communication ◽

The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

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Administrasi HUSEMAS

10.31227/osf.io/tuj3p ◽

2019 ◽

Author(s):

ANNISA

Keyword(s):

Public Relations ◽

Information Disclosure ◽

Mutual Understanding ◽

Press Releases ◽

Street Vendors ◽

Good Relationship ◽

The Public ◽

The Press ◽

Contingency Plans

Implementation of Public Relations or Public Relations is the entire implementation and application of the role of public relations in an organization / agency / company that has been planned, and organized with the aim of creating and maintaining mutual understanding and connecting between companies and their communities. These objectives can be applied through various programs / programs that benefit companies and the public in supporting them with information openness. This research aims to study and describe the Public Relations Implementation of the PSDA Office to foster good relations with external publics such as the press, agreements, and others. information. In a good relationship made by the Public Relations Department of the PSDA to reporters in the disclosure of information through the form of activities of forming personal contacts, press releases, and contingency plans. The good relations of PSDA Public Relations with Cross-Chancellors in information disclosure are coordinating activities, inviting the Governor, providing assistance, and holding social activities. The good relations of PSDA Public Relations with Universities in information disclosure are through apprenticeship / job training / street vendors, as well as holding World Water Day seminars.

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Personal selling in health and medicine: using sales agents to engage audiences

BMC Health Services Research ◽

10.1186/s12913-020-05600-z ◽

2020 ◽

Vol 20 (S1) ◽

Author(s):

James K. Elrod ◽

John L. Fortenberry

Keyword(s):

Health Services ◽

Public Relations ◽

Critical Role ◽

Healthcare Providers ◽

Personal Selling ◽

Sales Force ◽

Marketing Communications ◽

Medical Institutions ◽

Services Industry ◽

Sales Agents

Abstract Background Personal selling—the use of sales agents to personally deliver messages to target audiences—is often not the first conveyance pathway that comes to mind when thinking about marketing communications in the health services industry. This is not surprising given that sales force roles are not as public and prominent as other promotional avenues, such as advertising and public relations. Further, the titles held by those in sales-oriented roles in the health services industry are usually more discreet, carrying designations such as community liaison, business development officer, and the like. Regardless of title, sales roles involve personally interacting with desired audiences to compel some sort of action, adding a vital form of communication that bolsters engagement opportunities. Discussion Personal selling plays a critical role in the promotion of health services organizations. Perhaps most obviously, it is distinguished from its counterparts in the marketing communications mix by its use of people to deliver messages to desired audiences. Associated titles, duties, and expectations vary widely between and among those healthcare entities which make use of personal selling, as there is no pat formula for deployment within health services environments. To shed light on personal selling, this article presents an associated overview through the lens of Willis-Knighton Health System, sharing practical insights and experiences which can assist peer healthcare establishments in understanding, shaping, and honing sales roles within their own facilities. Conclusions Taking advantage of the utility afforded by direct, personal interactions with audiences, personal selling provides a helpful communications resource that better enables healthcare providers to connect proficiently with target markets. It supplements other forms of marketing communication, operating synergistically to help healthcare institutions achieve their conveyance goals. Prudent deployment of this unique marketing communications method affords health and medical institutions with a capable conveyance asset that can provide great assistance in achieving communicative ambitions.

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Fan Mobilization and the Minnesota Sport-Stadium Campaign

International Journal of Sport Communication ◽

10.1123/ijsc.2015-0118 ◽

2016 ◽

Vol 9 (2) ◽

pp. 191-208 ◽

Cited By ~ 4

Author(s):

Lana L. Huberty ◽

Timothy B. Kellison ◽

Mike Mondello

Keyword(s):

Public Relations ◽

National Football League ◽

Public Funding ◽

Professional Sport ◽

Sport Organizations ◽

Press Releases ◽

The Public ◽

State And Local Government ◽

Sport Organization ◽

State And Local

As state- and local-government subsidies to professional sport organizations have increased over the past 3 decades, economic arguments have been crafted to justify these subsidies, such as Crompton’s claims of increased community visibility, enhanced community image, stimulation of other development, and psychic income. The purpose of this study was to examine the public relations strategy of a professional sport organization campaigning to secure public funding for a new stadium. Specifically, the authors focused on the use of press releases by the Minnesota Vikings, a National Football League team, over the 3 seasons preceding the completion of their successful sport-stadium campaign. This study was timely in that these press releases were from 2010, 2011, and 2012 and the new Vikings stadium grand opening is set for 2016. Through a qualitative analysis, the authors identified the arguments made by the team to garner support for the stadium plan during the Vikings’ campaign. In all, 71 press releases were collected, examined, and coded by investigators. Findings are discussed to provide insight into these 4 alternative justification arguments.

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Plagiarism and fabulism: Dishonesty in the newsroom

Pacific Journalism Review – Te Koakoa ◽

10.24135/pjr.v11i2.1054 ◽

2005 ◽

Vol 11 (2) ◽

pp. 85-100

Author(s):

Alan Samson

Keyword(s):

Public Relations ◽

News Media ◽

Ethics Codes ◽

Journalism Ethics ◽

Print Journalism ◽

The Public ◽

Ethical Frameworks ◽

High Profile ◽

Public Nature ◽

Cultural Origins

In New Zealand, various journalism ethics codes either specifically condemn news media plagiarism—the passing off by a reporter of another's work or part work as one's own—or demand standards of accuracy and honesty that would preclude its use. Obviously the codes also preclude fabulism—outright story invention. In regard to the two, ascribing blame for plagiarism is the more problematic. This is because the public nature of news and the press's imperative to background and disseminate invariably lead to shades of grey. There is no such ambiguity for fabulism. This article therefore concentrates on plagiarism, discussing fabulism only because the two sins are often confused, especially when some high—profile transgressors have been guilty of both. Because plagiarism's definitional boundaries can be blurred, this paper examines—in the context of print journalism—the complexity of the problem and the difficulties inherent in finding workable solutions. To do this, on the path toward a definitional understanding, if not absolute definition, it considers underlying legal and ethical frameworks, historical and cultural origins, and the temptations and grey areas thrown up by the internet. In response to anecdotal public relations industry concerns it also includes a brief discussion of the rights and wrongs of reproducing press release material in its entirety.

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Public relations of the public health services

Public Health ◽

10.1016/s0033-3506(37)80020-7 ◽

1937 ◽

Vol 51 ◽

pp. A1-A6

Author(s):

Sir George Chrystal ◽

Sir Philip Henriques

Keyword(s):

Public Health ◽

Health Services ◽

Public Relations ◽

Public Health Services ◽

The Public

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A good company gone bad

Journal of Communication Management ◽

10.1108/jcom-11-2017-0132 ◽

2019 ◽

Vol 23 (1) ◽

pp. 31-51 ◽

Cited By ~ 2

Author(s):

Young Eun Park ◽

Hyunsang Son ◽

Sung-Un Yang ◽

Jae Kook Lee

Keyword(s):

Machine Learning ◽

Public Relations ◽

News Media ◽

Machine Learning Techniques ◽

Agenda Building ◽

Press Releases ◽

Content Type ◽

Corporate Social ◽

Corporate Crisis ◽

Crisis Situations

PurposeThe purpose of this paper is to demonstrate whether or not public relations efforts in corporate social responsibility (CSR) influence the news media in corporate crisis situations.Design/methodology/approachThe study conducted a content analysis of press releases and news media based on traditional human-coded cross-lag analyses and a machine learning technique, a novel method of big data analysis to test hypotheses.FindingsResults indicate that CSR press releases indeed influenced the news media. During the crisis point, however, agenda-building was not observed.Practical implicationsCorporations need to continue CSR activities and provide public relations materials consistently even after a crisis, as an agenda-building role could be recovered.Originality/valueThe study examines the relationship between CSR and crisis situations in an agenda-building theoretical framework. The authors introduce agenda-building in the corporate sector with machine learning techniques.

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Collective remembering of organizations

Corporate Communications An International Journal ◽

10.1108/ccij-09-2014-0059 ◽

2015 ◽

Vol 20 (4) ◽

pp. 431-447 ◽

Cited By ~ 5

Author(s):

Michael Andreas Etter ◽

Finn Årup Nielsen

Keyword(s):

Information And Communication Technologies ◽

News Media ◽

Relevant Information ◽

Corporate Communication ◽

Global Memory ◽

Press Releases ◽

Collective Memories ◽

Content Type ◽

The Public ◽

Online Encyclopedia

Purpose – How organizations’ pasts are presented to the public is crucial, because this presentation shapes corporate reputations. Increasingly, various actors contribute to the public remembering of organizations with new information and communication technologies (ICTs). The purpose of this paper is to investigate the online encyclopedia Wikipedia as a global memory place, where the pasts of organizations are communicatively co-constructed by actors of a loosely connected community. Design/methodology/approach – The authors analyze 1,459 edits of Wikipedia pages of ten organizations from various industries. Quantitative content analysis detects Wikipedia edits for their reputational relevance and reference to formal sources, such as corporate communication or newspapers. Furthermore, the authors investigate to which degree current corporate communication in form of 177 press releases has an influence on the remembering process in Wikipedia. Findings – The analysis shows how the continuous construction of collective memories bridges past formal corporate communication, news media, and other sources with the present, exposing, and suppressing relevant information concerning corporate reputation for large audiences. The analysis of press releases shows that current frames provided by corporate communication finds only little resonance in the ongoing remembering processes in Wikipedia. Originality/value – Conventional approaches toward remembering of organizations embrace an organization centric view, whereby corporate communication strategically leverages organizational pasts. This paper contributes to the understanding of the ongoing, networked, and collective co-construction of organizational pasts by various authors through ICTs.

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Komunikasi Pemasaran Program Livestyle Hotel Flash Sale Traveloka Dalam Menarik Konsumen Untuk Staycation Di Era New Normal Melalui Social Media Youtube

Prologia ◽

10.24912/pr.v5i2.10183 ◽

2021 ◽

Vol 5 (2) ◽

pp. 292

Author(s):

Ivonne Florence Dinata ◽

Yugih Setyanto

Keyword(s):

Public Relations ◽

Marketing Communications ◽

Research Approach ◽

Marketing Communication ◽

Literature Study ◽

New Normal ◽

The Public ◽

A Company ◽

Case Study Methods

Every company must have change the obstacle into an opportunity by applying marketing communication in all situations. Good Marketing Communications be measured from how a company delivers its message to the user. So, the user can well understand and drive the user’s behavior according to the company’s goals. Situations today are a new normal era which an opportunity for restructuration the company by arranging the marketing communications to increase back the traffic of the user after the company has decreased earlier. Other than that, travel trends now is a staycation. This research focuses on Traveloka’s marketing communications when it runs their program “Traveloka Livestyle Hotel Flash Sale” for engage the user to staycation in a new normal era. The theory used is the model and marketing communications mix from the public relations aspect. The research approach used in this research is a qualitative approach with case study methods. The researcher collects the data techniques by interviews, observation, and literature study. The result of this study indicates that Traveloka’s Engagement by many marketing communication’s ways goes well. So, this program generates enthusiasm and positive feedback from the user shown from their decision making for a staycation in the new normal era.Setiap perusahaan harus dapat mengubah obstacle menjadi sebuah peluang dengan mengaplikasikan komunikasi pemasaran yang tepat sasaran di segala situasinya. Komunikasi pemasaran yang baik dinilai dari bagaimana sebuah perusahaan mengkomunikasikan pesan kepada konsumennya sehingga dapat dipahami dan mengubah perilakunya konsumennya sesuai dengan tujuan perusahaan. Situasi yang dihadapi saat ini ialah era new normal yang merupakan peluang untuk merestrukturisasi perusahaan dengan merancang komunikasi pemasaran untuk meningkatkan kembali traffic konsumen .Selain itu, Tren berwisata era new normal telah mengalami perubahan salah satunya adalah staycation . Penelitian ini berfokus pada komunikasi pemasaran Traveloka sebagai perusahaan yang melayani konsumen di bidang pariwisata dalam menjalankan program Livestyle Hotel Flash Sale untuk menarik konsumen melakukan staycation di era new normal .Teori yang digunakan adalah model dan bauran komunikasi pemasaran dari segi kehumasan. Pendekatan penelitiannya adalah kualitatif dengan metode studi kasus. Peneliti mengumpulkan data secara observasi partisipatif, wawancara mendalam dan studi pustaka. Hasil analisisnya menunjukkan Engagement yang dilakukan Traveloka berbagai taktik komunikasi pemasaran yang dimilikinya berjalan dengan baik sehingga Program ini menghasilkan antusiasme dan feedback positif dari konsumen yaitu dengan pengambilan keputusan konsumen untuk melakukan staycation di era new normal.

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