The Chicago Bears mascot, Staley da bear and I on my first day interning at Shriners Hospital for Children in Chicago. |
ks460910@ohio.edu
@kschroeds7
This past summer, I received some hands on Public Relations experience at Shriners Hospital for Children in Chicago. Shriners Hospital for Children is a network of 22 non-profit hospitals serving children with orthopedic conditions, burns, and cleft lip and palate. I was one of two people working in the Public Relations department this summer, so I communicated daily with hospital staff, as well as patients and their families. There was level of trust and unity between the Public Relations department and the hospital I had never experienced before as a budding PR professional. I had full access to patients, families and medical professionals in order to share their stories in order to promote Shriners to a larger audience.
However with all of
that freedom came immense responsibility. I was scared out of my
pants writing my first press release. This was due because of the delicate nature of
writing on behalf of a hospital with strict guidelines for privacy
and accuracy, such as the Health
Information Privacy Act (HIPA) . This was
especially true because of the hospitals non-profit status.
Everything I wrote was a reflection of the hospital, and if I
reflected it poorly, it could mean one less child could receive care.
When reading “PR
Ethics and Reputation” and “Follow the Leader: Ethics and
Responsibility” for class, it really got me thinking how vital a professional and ethical Public Relations department is to
maintaining a healthy company, especially when it comes to non-profit
PR. After making this connection through these articles, I did not
have to stretch my imagination to picture myself in a real life case
study of ethics. Imagine if I had used false information for an
article for our hospital magazine about a new treatment for children
with cerebral palsy (CP). Not only would the hospitals loose
credibility and funding, but it could cause harm to the patients and
families of patients with CP.
Actually, part of
my job this summer was to communicate an internal decision made by
the board of directors. Due to the poor economy, Shriners
Hospitals for Children started accepting insurance, but still gave
care regardless of the patients' ability to pay. Some of our audience
was ill-informed about the policy change and still promoted Shriners' care as free for everyone who applied. Like discussed in the “Follow
the Leader: Ethics and Responsibility," my job was to “communicate
the message and explain the culture – both internally and
externally.”
This meant that it
was my job to promote and explain to our audience of the policy change.
Before the message of free care for all patients was an easy way to
promote the hospital. It would seem like the easy way out to just not
inform our audience of the change and wait for them to find out once
they visited the hospital. Patients come to Shriners from all
over the country. However, if the care is not free for insurance holders,
then it becomes expensive to justify traveling from Indiana to
Chicago to receive treatment frequently.
However, we could
not have patients and their families be unaware of this change. The Public Relations department was in charge of
facilitating the communication of this message. When I came on board
one of my jobs was to research online to find blogs and websites that
mentioned the hospital. From there, I made a list of these sites and
mentioned which ones did not have or were unaware of the updated
policy. Without this dedication of the organization spreading a
truthful and accurate message, the credibility of the hospital as a
whole would be tarnished. Public relations people may sometimes have
a bad reputation for always trying to make their company look good at
the cost of truthfulness and minimizing harm. However, they are the
ones behind the scenes working hard serving the public interest as
an independent voice of an organization.
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