What are the key elements to successfully integrate a public relations strategy into an advertising campaign?
By Gabrielle DeTora As seen in the HealthLeaders Media publication Healthcare Marketing Advisor. A strong communications plan integrates all healthcare touch points. A public relations (PR) strategy and an advertising campaign represent two parts of a much larger pie. An advertising campaign message is an expression of the overall hospital brand. Its message must be consistently driven across multiple channels that range from PR to advertising to internal communications. The advertising campaign’s theme, content, style and image are all used in the delivery of this message through these channels. However, to reach all of your hospital’s touch points, PR must have relationships with volunteers, transport, food services and more, to genuinely integrate the message through their words and actions. This brings a brand message to life through the experience your stakeholders share. PR should go beyond press in its strategy, creating brand ambassadors in all its stakeholders including employ