Oncology Alliance
Public Relations

Issue: Oncology Alliance, an independent regional oncology clinic with offices across Southeast Wisconsin, needed to increase publicity and improve media relations. With a limited advertising budget, it wanted to use public relations to position itself as an expert cancer source for local media.

Strategy: Develop/implement a public relations plan to establish an extensive regional media contacts list; leverage internal audiences as a source for news; produce/distribute news releases and media alerts; maintain media contact through e-mail, phone calls and face-to-face meetings; and create a media page on Oncology Alliance’s Web site.

Results: Within nine months, Oncology Alliance had significantly boosted media coverage. The group now has a list of more than 100 media contacts, averages two media-coverage exposures per month and has a media section on its Web site with up-to-date news and information.