"The need for good public relations in an increasingly competitive business environment should spur demand for public relations specialists in organizations of all sizes" (Seitel, 2004, pg. 2). Patton-Fuller Community Hospital continues to preserve an obligation to the healthcare needs of the public, while also offering specialized medical services for all members of the community. Patton-Fuller Community Hospital envisions change as an opportunity for achievement and growth. Designing and implementing an effective public relations campaign will be important to the continued success of Patton-Fuller Community Hospital.
Executive SummaryPatton -Fuller Community Hospital's primary goal is to become a leader in healthcare in their local community. Patton-Fuller is committed to establishing a successful public relations campaign in order to fulfill the demand in the healthcare industry. The PR campaign's ultimate goal is to improve and create a more diverse and energetic nursing staff. The PR campaign will focus on hiring skilled and experienced nurses and training current nurses.
Providing an effective point of contact care for the patients and future patients of Patton-Fuller Community Hospital is the desired result from the PR campaign.
Team A has identified and elaborated on the following key areas of focus for the public relations team to use in the development of Patton-Fuller Community Hospital's public relations campaign: Objectives, ethical implications, ethical considerations, technical considerations, globalization considerations, target audience, publics, issues, risks, crisis management plan, market research plan, PR campaign and marketing, tactical plan, media press release, media distribution list, business implications, budget, and an evaluation of the campaign.
ObjectivesWhen determining in which direction an organization will go, developing a strategic plan is important. A strategic plan includes an organizations "long-range plans, usually made at upper levels of management, and they involve decisions concerning major goals of an organization, and policies for their implementation" (Lattimore et al,