The following blog post is divided into 10 chapters to provide a first-hand account of one public relations professional’s discovery of the hidden treasures in a leading marketing and advertising agency. Check back each week for a new chapter in this enlightening journey.
PART I: Leveraging what had been to understand what could be: A journey toward integrated, strategic marketing and advertising
Working in public relations at a community healthcare organization that had grown into two hospitals, 25 outpatient centers and over $1 billion in revenue for almost 24 years gave me a pretty good feel for the inner workings of an in-house public relations and marketing department. Our public team did everything a multifaceted team could do, or so I thought. Supporting the network’s healthcare and related services for years, responsibilities included media relations; public relations; community, staff and physician relations; event coordination; news releases; publication production; script writing as well as positioning and branding messages. Yes, that even meant dressing up in costume at times – as a blood drop during blood drives and Olive Oil for one grand re-opening. We were garnering community support, winning awards and meeting our public relations goals. What hadn’t we done?