Working with Diverse Populations

Posted by Brian Lee on October 12, 2016 in Public relations


Image courtesy of jscreationzs at FreeDigitalPhotos.net

Image courtesy of jscreationzs at FreeDigitalPhotos.net

Is your hospital or clinic providing the highest quality care to every patient regardless of race, socioeconomic status, ethnicity, culture or language proficiency?

A report on cultural competence concluded that “a framework of organizational, structural and clinical cultural competence interventions can facilitate the elimination of these disparities and improve care for all Americans.”

Following are tips for how your hospital staff can work with diverse populations, whether internally or as part of community relations campaigns.


One objective should be that staff gain sufficient self-awareness to eliminate the influence of personal biases and values in working with diverse groups. According to research that led to the development of the Multicultural Toolkit, the stages of intercultural sensitivity start from denial (“does not recognize cultural differences”) and end at integration (“can shift frame of reference and also deal with resulting identity issues”).

Hospital staff, and even volunteers, should be required upon hiring to take multicultural training. Invite community leaders from diverse backgrounds to share their perspectives. Have other staff share their stories. Teach staff how to work with an interpreter. Make sure attendees don’t stereotype groups because of a list of so-called “facts” about them.

Training should be ongoing. The communications department can constantly re-educate staff through case studies, quick tips, etc. in staff newsletters, the Intranet and other internal communication channels.


Demonstrate to staff that hospital leaders, the boards of trustees and senior staff are committed to cultural competence. For example, have the CEO attend every new employee training to discuss the organization’s goals.

Make sure to go through a checklist before you execute any tactics. For example, if you are hosting a community function, ask yourself: what type of meat, if any, should you serve? will the schedule of the event conflict with prayer times? should you address attendees by their first name? etc.

In addition, because the hospital’s PR/marketing department is a two-way communications vehicle, it should regularly conduct a community needs assessment and survey patients/community leaders to measure the effectiveness of your efforts.

You also can track your progress by seeing how many of the National CLAS Standards your hospital has in operation. These standards “aim to improve health care quality and advance health equity by establishing a framework for organizations to serve the nation’s increasingly diverse communities.”

As you progress toward cultural competence, your healthcare organization may realize lower costs and fewer care disparities, according to a Joint Commission report.


Revelation PR, Advertising & Social Media offers healthcare providers services related to media relations, crisis communications, internal communications, media buying, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.



What is Native Advertising?

Posted by Jennifer Erickson on October 7, 2016 in Marketing

native adAccording to B2B News Network, native advertising is “a form of paid media that closely matches the platform on which it appears.” An analogy is that businesses rent media platforms to place their advertisements, as opposed to posting in their own channels (content marketing).

Native advertising can be effective for several reasons. For one, you can increase the reach of your content. Whereas your Twitter account may have, say, 1,000 followers, a trade publication may have 10,000 subscribers.

Another benefit is the native advertisement, in the form of “sponsored content,” is more likely to be read since consumers often can’t distinguish it from editorial content, according to MediaPost. This reason also is why the FTC has guidelines on native advertising.

To start your own campaign, begin by choosing the media that your audience consumes, just like you would for an advertising (unearned media) or PR (earned media) campaign. For example, Fidelity Investments posted branded content on Forbes’ website to reach its business-focused audience.

Other examples of native ads include advertorials, promoted Tweets, content recommendations, promoted listings and Google AdWords.

Finally, make sure to mirror the layout (e.g. font, colors, etc.) of the medium. In other words, you want your ad to look as though it belongs in the magazine, website, newsletter, etc.



How Hospitals Can Measure Internal Communication Efforts

Posted by Taylor Kennedy on September 30, 2016 in Public relations


MeasuringTapeSuccessDoes your hospital have effective internal communication? It can help increase your employees’ job satisfaction, productivity, commitment, engagement and morale. Like any other communication effort, internal ones should be measured–in this case, it’s important to focus on outputs and outcomes.


First, make sure all your internal communication efforts can actually be measured. This is important because you will see if progress is being made toward achieving your goals through benchmarks or key performance indicators (KPIs).

For example, it’s hard to track the number of impressions a flyer in the elevator garners, unless you know or can estimate how many people ride the elevator throughout a given period of time. Meanwhile, you should be able to track the open rate of an internal email.

Similar to executing an external communication campaign, you will need to figure out the best methods for delivering your messages. From there, look at each tactic’s metrics–such as views, shares, engagement, etc.–for your past efforts and use the average as a baseline. From there, you should compare subsequent efforts to the baseline.

Keep in mind that managers and directors are frequently responsible for initiating internal communication and can serve as liaisons between hospital executives and employees. In a Go-Live, for example, you would set up meetings with a variety of hospital staff (e.g. senior management, lead surgeons, technical support) and discuss actionable items, timelines and reporting measurements.


What is the hospital trying to accomplish: Employee retention? Educate on new procedures? Merging with another healthcare system? Disseminating the brand value? Win a Leapfrog award?

Hospitals can measure outcomes in several ways. Short-term (daily) measures specific actions and the impact on the employee (e.g. understanding the message). Medium-term (monthly) focuses on the total function and strategic role of the employee (e.g. sense of belonging). Long-term (annually) relates to contributions to the hospital (e.g. behavior change).

Here are some ways to measure the aforementioned actions:

  • Understanding the message (e.g. memo for team leaders to disseminate to their staff): track adoption of new messages and see how often messages are used/parroted by staff.
  • Sense of belonging (e.g. monthly forums to gather employee feedback): HR measures employee satisfaction and engagement.
  • Culture (e.g. nurses go above and beyond what’s asked): survey patients.

Lastly, think outside the box. For example, if your employees’ morale is down, change it. (See what the communication team in Vancouver did to boost the hospital’s ER employees’ morale.)


Revelation PR, Advertising & Social Media offers healthcare providers services related to media relations, crisis communications, internal communications, media buying, content marketing and social media management. Please contact Brian Lee, brian [at] experiencerevelation.com or 608-622-7767.


Copyright © 2011-2016 Revelation PR, Advertising & Social Media Blog All rights reserved.
Desk Mess Mirrored Child v1.0 a child of the Desk Mess Mirrored v1.8.1 theme from BuyNowShop.com.