Healthcare Communications and Public Relations

Catalog description

This class will teach students about all aspects of healthcare communications with an emphasis on media and public relations, including communications in hospitals, public relations and marketing agencies, pharmaceutical companies, advocacy organizations and non-profit groups. There will be an emphasis on strategies and tactics used when communicating externally on behalf of a healthcare organization, including creating a media plan, identifying and pitching appropriate outlets and reporters and how to best assess opportunities in the healthcare industry that brands/companies can leverage. The changing role of social media will be addressed and its impact on public relations in a healthcare environment, and the particular challenges of communicating online within a regulated healthcare environment. Healthcare-focused crisis communications will be featured during the class, including how to identify, manage and contain an emergent crisis issue, and how to be prepared for any crisis situation.