PR is changing. How should health care respond?

To build trust in a skeptical world, you should define your goals, build credibility and tell a story, a new guide from Dodge Communications suggests.

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Razzmatazz and the hard sell no longer work—if they ever did.

The evolving PR landscape plays to health care’s greatest strengths: trust and credibility. If people entrust their lives to your medical staff, pharmaceuticals or devices, you have a head start on building greater organizational trust.

In a free, downloadable guide, Dodge Communications offers strategical insight and tips for industry communicators. “The Power of PR in Health Care: Building Trust, Credibility & Reputation” points a way forward on matters ranging from building relationships to boosting brand awareness through influencers.

“Public relations has the unmatched power to foster credibility, as well as guard and boost company reputation,” the guide states. “In an era of declining trust, new channels, regulatory mandates and financial pressures have prompted a shift in thinking around the traditional lines between PR, marketing and digital programs to help companies validate their positioning, increase credibility and create trustworthy relationships with customers.”

The guide offers many ways to do that, among them:

Define your goals and initiatives.

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