Analysis of Strategic Public Relations (Essay Sample)

Analysis of Strategic Public Relations Name Institutional Affiliation Introduction The Riverside Health System aimed to set up a 40-bed hospital to serve the residents of the Williamsburg, VA area. However, the construction of any health facility in Virginia must be approved by the state by receiving a Certificate of Public Need (COPN) from the State Health Commissioner. The approval process calls for the attainment of 21 based on maximizing citizen active participation and satisfaction. Riverside efforts to gain COPN approval failed progressively in 2005 and 2006. Successful efforts demonstrated by Riverside in 2008 and February 2009 helped it to be approved basing on its consistency in community support. This paper analyses the strategic public relations for Riverside Health System for the people living in Williamsburg, VA area. Analysis of the Riverside Strategic Public Relations Research carried out from 2005 to 2007 helped Riverside to discover that most of the residents in the target area preferred active engagement of physicians in the management of healthcare system. The health system conducted a range of studies to determine the needs of Williamsburg, VA area residents. These combined studies helped the company to identify and analyze the problems of the people living in the target area. However, a study aiming to understand the relationship between demographic factors and healthcare needs showed that adults with more than 55 years have more interest in interest in health care issues. The findings of the study were consisted from 2005 to 2007 as a majority of the participants believed that the construction of a second hospital would result in more community benefits. The respondents expressed deep interest in some issues such as the choice of healthcare facilities and services, overarching health sector competition, and the need for convenient access to services, particularly emergency room services. Local control and the involvement of physicians in healthcare decisions for the community was another consideration. On the other hand, the secondary research revealed interesting findings concerning the healthcare system of the target area. The study results showed that residents with fifty years and above are usually most in need and express a high level of concern for healthcare issues. As such, old residents have a higher probability to participate in community programs such as voting. Therefore, the health system campaign should target residents who live next to the hospital but are medically underserved due to their low-income levels. Communication Goals To win the state Approval by receiving the Certificate of Public Need (COPN) to build a new hospital Williamsburg, VA area To gain public support to fulfil the COPN 21criterion Objectives of the Program To use different media platforms such as earned media, paid media and owned media to get public support Using owned media such as company website and emails to actively involve key participants such as the police and the City Council, Fire, and Police. To utilize paid media such as magazines, television and radio channels to advertise the construction of the second health facility. To use earned such as personal blogs to reach regional leaders and physicians affiliated with Riverside Health System. To use combined strategies to change behaviour and attitude of the public towards the need of a second hospital facility Communication Strategy An assessment of the Healthcare System utilized campaign reveals some interesting insights. The company developed an energizing theme and a set of powerful messages to ignite passion and steer interest in the demand for the second hospital. The campaign strategy laid focus on the need of two hospitals rather than bringing out a battle between the two systems. Hence Riverside developed a theme of "Two Hospitals for Williamsburg-The Care You Need. The Choice You Deserve." The strategy provided reasons for the need of the second hospital such as improving access to essential services for the underserved areas as well as the older residents. The hospital will also result in enhanced quality services at the lower costs due competition. Residents will also benefit by making choices on suitable services they need and their location...