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Student presentation given to client to pitch their PR campaign for Winter Term 2008
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A Public Relations Plan for Community Health Centers
of Lane County
February 5, 2008
This is Mary
Mary is a member of CHCLC’s support staff
Mary is exhausted
She hasalready answered45 callsthis morning
It’s only 10:11 a.m.
And the phoneswon’t stop ringing
With each new call
The patients’ storiesget longer
And Mary becomesfrustrated
Becauseall she wants to do
is scheduletheir appointment
Not hearwhat they atefor breakfast
This is Miguel
Miguel is a migrant farm worker
He doesn’t havehealth insurance
Or a lot of money
Miguel needs to seethe doctor
And heardfrom a coworker
that CHCLCtreats people
with no insurance
or a lot of money
So he calls CHCLCand gets a hold of Mary
Mary isa bit shortwith Miguel
And doesn’tmake him
feel welcome
But Miguel getshis appointmentscheduled
It’s at theChurchill
SchoolHealth Center
Miguel didn’t get directionsfrom Mary
And hopeshe makes it
to his appointment
So he can feel better
The Situation
New patients
Payer sources
Multiple clinics
Main Goal
For CHCLC to be a leaderin providing quality care
to the communityby adding value
to the patient experience.
Target Audiences
Patients
Support staff
Clinics
Key Deliverables
Dialogue kit
Written standards
Kit launch with management
Objective #1: Support Staff
Welcome bag
Donated materials
Brochures and collateral
Objective #2: New Patients
Comment box
Refreshments
Sanitizer and tissues
Magazine racks
Objective #3: Clinics
Timeline
Feb. 22Feb. 15 Feb. 29
Thank you