PR isn't spin. It's translation. Turning clinical complexity into words patients can understand and trust.
I worked on a hospital-wide communications plan around construction activity, drafted stakeholder responses on behalf of the VP of Communications, partnered with government relations to align messaging with policy initiatives, and monitored media coverage to refine communication strategy.
Know Your Target Audience
Patients & Families
They want clarity, compassion, and reassurance, not medical jargon. Every message should answer "how does this affect my care or my loved one's care?"
Community & Donors
They care about impact and trust, showing them tangible outcomes (lives saved, programs funded, local partnerships) builds long-term goodwill and support. This audience responds best to storytelling that ties the hospital's work back to the community's own wellbeing.
Media & Journalists
They need accuracy, speed, and a clearity. Reporters are often working on tight deadlines during sensitive stories. Give them concise facts, verified data, and a designated contact so the hospital controls the narrative rather than reacting to it.
Internal Staff
They want clarity, consistency, and to feel informed before external audiences are. Every message should answer "how does this change affect my role or my patients?" They need role-specific detail delivered through trusted internal channels
