Marketing/PR Department Essentials

A well-stocked marketing/public relations department is well prepared. Gather these essential items now and save yourself hassle in the long run.

1. Stay current and stocked with electronic and hard copies of administration and physician photos. Date them and label them for return.
2. Keep a binder and electronic files of up-to-date CVs and approved biographies of your administration and physicians.
3. Maintain a list of current department heads with their work, home and cell phone numbers and e-mail addresses.
4. Routinely update a hospital fact sheet for your reference and for distribution at events or to media.
5. Keep a stash of stock photos featuring doctors, nurses and other staff that you can use at a moment’s notice for displays, advertisements, etc.
6. Keep copies of photo/video and patient information consent forms handy in case of unexpected media opportunities.
7. Develop extra electronic art of one or two ads that can be used for directories and other publications that have a deadline of yesterday.
8. Organize a list of local media, noting their deadlines, contacts, e-mail addresses, and fax and phone numbers.
9. Design a map that includes all of your locations in handy sizes for handing out and mailing. Keep written directions close at hand and distribute them to the switchboard and patient receptionists. Post them on your Web site.
10. Keep stamped envelopes addressed to medical staff, media and key community leaders in stock at all times.
11. Was your hospital first in the region to perform open heart surgery? First baby? Write down your hospital’s historic moments for use in writing copy, etc. Make sure your agency gets the list, too.
12. Develop a media request form that prompts any member of the marketing staff who answers the phone to ask the appropriate questions.

Got a tip you’d like to share? E-mail Lori A. Bruss, MEd, CHES, executive vice president, or call (866) 549-6848.