Synergy collaborated with the hospital’s management team to identify issues related to the expansion project that had the potential to raise concerns with the local community, donors, insurers, employees and the media. These ranged from economic impact, access to healthcare, traffic delays and job opportunities, among others. Synergy then drafted anticipated media questions as well as recommended responses. Once all of the messaging was developed and approved, Synergy facilitated a full-day media training session. Each member of the hospital’s team had the opportunity to practice delivering the key messages in on-camera mock interview settings and replay the footage multiple times. The intensive program included feedback on word choice, grammar, facial expression, eye contact, energy level, dress, grooming and body language. The agency also provided participants with a tutorial on techniques and etiquette for conducting successful media interviews. At the end of a long, yet productive day, all of the participants performed well, felt confident and were prepared for the upcoming media interactions.
As one of the most accomplished healthcare PR firms, Synergy Marketing Group has 15 years of experience providing media training and crisis communications management to hospitals, medical practices, physicians and healthcare administrators.