Breakout Session: Set II

Register for the 2012 PRSA Health Academy Conference.

"Crisis and Opportunity: Lessons from the Tucson Tragedy"
The mental-health communications team that responded to the Jan. 8 tragedy in Tucson shares its experience with media frenzy and myths about mental illness and how the tragedy became an opportunity to shape the community’s attitudes about mental health.

Pam Parrish, public relations coordinator, Community Partnership of Southern Arizona             
Sheila McGinnis, community relations coordinator, Community Partnership of Southern Arizona

"Information Overhaul: 11,000 Unconnected Pages Become One Site"
Revamping your intranet? There are issues that must be overcome for your site to become a primary news source for employees. Learn how to upgrade your system with enhanced social media and increase your traffic by reorganizing site navigation to focus on strategic goals.

Amy J. Goodwin, APR, director, institutional internal communications, Johns Hopkins Medicine
Aaron Watkins, director of internet strategy, Johns Hopkins Medicine
Kristen VanDusen, web project manager and communications specialist, Sibley Memorial Hospital

"Media Integration: Reach Your Audiences on a Nonprofit Budget"
When The National Infertility Association tried to correct common misperceptions about embryo donation using traditional communications, they found that their campaign only added to the confusion among their target audience. Blending traditional campaigns and modern technology is a must in today's media market. How do you do it on a nonprofit budget? An integrated communications strategy melding the two mediums will give a maximum return on investment, especially when engaging a niche market.

Anthony LaFauce, director, digital strategy, Spectrum Science Communications
Barbara Collura, executive director, Resolve: The National Infertility Association