This document discusses strategies for healthcare organizations to expand their communications efforts to include government relations. It recommends that healthcare organizations focus on increasing revenue generation through fundraising activities and lobbying policymakers to support programs. It also suggests that communicators take on expanded roles in developing and sustaining government relations strategies. This includes getting to know local politicians and public officials, inviting them to events for exposure, and keeping them engaged to help secure equitable funding, especially during times of budget cuts. Developing relationships with various levels of government is important for obtaining public funds and remaining relevant.

1. Surviving in today’s environment
To survive and grow in today’s healthcare, not-for-profit
and registered charity environment means increasing two
fundamental parts of your business strategy: revenue generation
and expanded government relations. Healthcare-based not-for-
profit budgets will need to refocus their new capital campaigns
to address not just operational needs, but also areas of sharp
decline as research and program development. More and more
governments will expect each not-for-profit to have more “skin
in the game”’ to advance their strategic direction. Translation: put
more revenue procurement through your fundraising activities
and increase your ability to lobby policy and support programs.
What does this mean for communicators? Plenty.
Our job is to communicate strategic initiatives, programs or
discoveries to various audiences with hopes of attaining a
prescribed end value. The end value can range from simply
building stakeholder awareness, all the way to procuring program
revenue. Health institutions and charities no longer rely on their
provenance and government connections when pursuing capital
revenue. They look to aligned and focused communications, and
government relation strategies to help fill this fiscal gap.
Golden rule being, remain relevant with governments. Existing
relationships will need to be honed and rekindled, and new ones
forged. Government funders will benefit tremendously from your
gained attention and constituents will witness a “job well done”
by their elected official.
Expanded roles for communicators
Since 2012 in Ontario, when healthcare austerity reached high
gear, many communications professionals have been saddled
with developing and sustaining a government relations strategy
for the first time. These strategies are primarily focused on
leveraging your funding prospectus and amplifying the fiscal
“ask.”
This is why getting to know your funders is critical; while at the
same time, it is imperative, when you can, to keep your newfound
government partner happy within their local constituency. No
bones about it, I scratch your back, you scratch mine.
Government Affairs blogger, Sean Young-Steinberg, offers some
pointers around how to utilize government interest locally: “… get
the public on your side through involving local officials (mayor,
councilors, local media) and build a common front to bring to
provincial and/or federal parliamentarians whose ridings are
being affected. These individuals have the most to gain…”
Developing government relations is not just about writing briefs,
or directly participating in the budget consultations. It’s about
meeting with senior elected officials, public servants, and inviting
them to attend your publicized events. What better way to
understand what is important to you as a funded organization
than to share the spotlight within the media.
Developing and using government contacts
Does your communications strategy have a partnership or
coalition announcement coming up? Simply find out who your
local politician(s) is and invite them to attend. Calling media?
Document it with a presser or a photo opportunity. This is their
backyard and they will remember your geniality when it matters
most — budget time.
Involving local government in your strategy will help you stay the
course for an equitable and fair financial restitution, especially
in times of empty wallets and metered political promises. For
government, what MP, MPP, mayor, counselor or public official
doesn’t like a good “grip and grin?”
Through today’s economic lens, austerity has become
convention when public funds are dispersed. Publically funded
organizations will need to be more mindful of how their
government partners fit into their communications planning.
You only have to look to YMCA Canada’s H.I.P.P. program to
witness government engagement in its simplest and most
powerful form.
PRESIDENT’S MESSAGE
Communicator
THIS ISSUE
CONNECT
LETTER FROM THE EDITOR
Spring has finally sprung, and as we say “goodbye” to winter
and “hello” to warmer weather, IABC/Toronto’s member
communications team is excited to bring you the April/May issue of
Communicator.
Several of our members work in the area of healthcare. Our roles
as communicators continue to expand, and those who are just
entering the healthcare field wonder what to expect. Well let’s
talk about it. This issue of Communicator focuses on healthcare
communications.
You’ll hear from IABC/Toronto members about: building effective
online communities; making government part of your healthcare
communications strategy; using social media to impact health
outcomes; how to negotiate pricing pitfalls as a new indie; writing
what you know; and the Proust Questionnaire.
We’re also including an article about five reasons you should
celebrate OVATION Awards, and a book review on: The Political
Speechwriter's Companion: A Guide for Writers and Speakers.
So scroll on to a refreshing collection of articles about healthcare
communication insight and more in this issue of Communicator.
IABC/Toronto is always interested in hearing from its members,
after all we’re here because of you. We’re listening — please contact
us at: toronto-memcomm@iabc.com.
EDITOR’S MESSAGE
THE BENEFITS OF VOLUNTEERING
One of the perks of my role is that I get to meet and engage with so many
of our members on a regular basis. At events, I try to take the time to say hi
to any new faces (as well as familiar ones I am always happy to see!), and I
appreciate when members take the opportunity to introduce themselves
to me. I’m always interested to hear why people decided to join IABC,
what made a particular event of interest, or that they found a recent
webinar presented by International useful. It is always good to hear which
offerings resonate, and of course, where there are opportunities for
improvement. It is important we are always working to meet the needs of
you, our members, who are at the very heart of our organization.
I also really enjoy meeting our volunteers, learning why they decided to
get involved, and how it has impacted them. Whether someone is new to
IABC, a long-standing member, a senior communicator or just starting out,
they all agree volunteering with IABC is worthwhile. People cite meeting
like-minded professionals, giving back to the industry, and applying and
honing their skills as reasons to get involved. But what I hear over and over
again is that volunteering with IABC has provided much more than great
experience to add to a resume; it has allowed friendships to form.
Members and volunteers constantly tell me stories about great people
they have met along the way, many of whom have become true, life-long
friends.
I’ve met people who, through their association with IABC, have ended up
travelling with fellow volunteers, taken courses together (I know of two
IABCers who met on a committee and are taking sailing lessons this
summer), become confidantes, and of course got together for lots of
socializing, both at and outside of IABC events. That blending of personal
and professional is another great reason to get involved – and I speak from
experience here. Through IABC I have not only met a lot of smart
communicators whose expertise I call on when needed, but I have added
a great group of friends I can call on for career advice, communications
support or when I just want to grab a cup of coffee!
Whatever your reason for joining, getting involved, attending events, or
volunteering, please keep doing what you are doing! Be it for professional
or personal reasons – or a mix of both – we are glad you are a part of IABC
and feel it is of benefit to you. The real value of an organization is how it
engages its members and volunteers, and we want to make sure we
continue to do that for you. So please keep sharing your thoughts,
feedback and stories, and make every moment with IABC count. You never
know, in addition to learning something new about communications and
using your skills, you might just meet your next new best friend!
Stephanie Engel
President,
IABC/Toronto
PRESIDENT’S
MESSAGE
PRESIDENT’S MESSAGE
EDITOR’S MESSAGE
FEATURE:
Building effective online
communities in healthcare
THE X-PERIENCED FILES:
Making government part of your
healthcare communications strategy
DIGITALLY SPEAKING:
Beyond Awareness: Using social
media to impact health outcomes
FEATURE:
Five reasons you should celebrate...
and it's not what you think
THE INDIE SCENE:
Negotiation pricing pitfalls
for new indies
CAMPUS CORNER:
Write what you know
BOOK REVIEW:
The Political Speechwriter's
Companion: A Guide for Writers
and Speakers
PROUST QUESTIONNAIRE
Thinking of building an online community for a
healthcare audience and don’t know where to start? At
a recent blockbuster tweetup event, experts shared
insights about what works to build thriving online
communities.
One of the big surprises in the 2015 Edelman Trust
Barometer is that for the first time in 15 years, the survey
found the general public trusts online search more than
mainstream media as a source of news and information. It’s
no wonder many healthcare organizations, providers and
brands are shifting away from traditional media to engage
with patients, caregivers, consumers and professionals in
online communities.
Leaders of four successful online communities shared
best practices recently at the #hccmty (health-care
community) tweetup event held at Toronto’s Hard Rock
Café. The speakers were from #hcldr (Healthcare
Leader), #hcsmca (Health Care Social Media Canada),
#eRounds (Evening Rounds) and The Rounds. Here are
some of their key tips.
Fish where the fish are. Communities don’t necessarily
need a dedicated app or website; they can be set up on
Facebook, around a Twitter hashtag, or on a microsite. Find
out where your target audience is already comfortable and
set up there. Robyn Sussel, principal and chief strategist at
digital agency Signals and founder of Evening Rounds
spoke about The Power to Push, a campaign for The
Cesarean Task Force at BC Women’s Hospital & Health
Centre. The project lowered the cesarean birth rate in
the province. The online community component of the
campaign was set up on Facebook, identified as the ideal
online space to engage pregnant women in conversation,
share resources about safe birth options and empower
them to advocate for choice.
What happens in Vegas… Blair Ryan, CEO of The Rounds
said that in an open community, participants tend to chat
like they’re in an elevator, whereas closed community
participants have deeper discussions because they feel
confident they can share insights and resources safely and
freely. The Rounds is a closed community where Canadian
physicians connect to communicate, stay informed and
collaborate on cases. Members are assured discussions are
confidential and comply with privacy regulations.
Match moderation to the life cycle stage of the
community. Young outlined that there are four stages in
the life cycle of an online community: inception, growth,
maturity, and mitosis (separate subcommunities form). She
said effective moderation requires a different involvement
depending on the community’s level of maturity.
FEATURE
The Great Recession (2007-2009) signified a time in history
remembered by great financial loss and reviled fiscal
conservatism. The plain truth being, if it were not for massive
government stimulus injection it would have been much,
much worse. Ambitious and difficult as it was, and in many
cases continues to be, fiscal restraint represented the only
recourse for economic recovery. Everyone shared the pain
and taxpayers would emerge as heroes righting the good ship
Canada and continuing the route to prosperity. But charting
this course meant challenging decisions, and years of financial
austerity and hardships for not just borrowers, but for
publically funded institutions, organizations and programs.
Six years on and the privation of austerity persists with deeper
funding cuts and larger program reductions. It is conceivable to
say the sector that feels those cuts most deeply is healthcare.
In Canada, healthcare is funded and administered by the provincial
and territorial health ministries. Here in Ontario, as of 2012 we saw
budget cuts amount to $4 billion over three years and hospital
expenditures curtailed to 1.5%, providing an additional $1 billion in
savings. These strident measures have now placed Ontario last in
budgetary healthcare spending per capita in Canada. Gone are the
days of open wallets and pandered promises.
THE X-PERIENCED FILES
ABOUT
JANE LANGILLE
Jane Langille is a seasoned health and business writer who provides
communications consulting and writing services to brands,
organizations and health-care providers. She volunteers with IABC/
Toronto as director of programming for PIC.
BEYOND
AWARENESS:
USING
social media
TO IMPACT HEALTH
OUTCOMES
ABOUT
JOHN K. BROMLEY
John K. Bromley is senior-level accredited communications
professional with over 15 years of creating new approaches to
communications and public affairs. He is an expert at media
relations, stakeholder and government relations, and issue
and crisis management. John is also experienced at executing
multi-disciplinary projects by mobilizing local, provincial and
national partners and stakeholders toward measureable goals
and objectives.
TOP
MAKING
GOVERNMENT
PART OF YOUR HEALTHCARE
COMMUNICATIONS STRATEGY
Advocacy
Customer
service
Reporting/
disclosure
Emergency
response
Relationship/
partnership
ResearchSocial media can support advocacy when there is a need
to show public support or mobilize engaged individuals
to do something to assist advocacy efforts. Collecting
and displaying social conversation can show that the
issue is a matter of public opinion, which can act as a
strong motivator for groups that can facilitate change.
Plan Canada’s Because I am a Girl campaign utilized
social media to create public support and encourage
governments to enact the International Day of the Girl, a
powerful step in their advocacy efforts.
Serving customers effectively is critical to maintaining
trust and confidence, which is essential in the health
sector. Social media can be used both to provide
customer service and collect feedback on your
organizational approach to serving customers.
The ability to instantly update many social utilities opens
up potential for reporting. Having these up-to-the-minute
updates flow via social media provides a tool that can
be used by the public for relevant, just-in-time decision
making. The City of San Francisco partnered with Yelp
using open data to increase the reach of their restaurant
inspection results, greatly increasing inspection and
disclosure’s effectiveness as a deterrent to operators.
During crises, people are turning to social media for up-
to-the-minute information and instruction. Having a
presence on social media allows the provision of critical
instructions to key populations during an emergency
response. The U.S. Federal Emergency Management
Association (FEMA) has their own accounts for this
purpose and also uses a social hub to curate emergency
information from trusted sources.
The conversational nature of social media makes it
an ideal option for both building and showcasing
relationships with influential organizations and individuals.
Tapping into social analytics and analysis can help
an organization understand public opinion, trends or
the current state of a topic. When done using proper
methodology and effective tools, social media can
be looked at as a massive, dynamic, ongoing focus
group, producing valuable data for program planning,
maintenance and evaluation. Resources like Google Flu
Trends take such research one step further by using social
media to track the spread of communicable diseases.
ABOUT
SCOTT FRY
Scott serves on the IABC/Toronto Board of Directors as VP, Social
Media. In his eight-year career in communications he has worked in
the agency, non-profit and government sectors. Currently, he is a
communications specialist with the Region of Peel supporting Peel
Public Health and an avid men’s travel and lifestyle blogger.
THERE’S MORE! KEEP SCROLLING OR CLICK GO
TOP
The Silver Leaf Awards are back and IABC Canada is searching
every corner of the country on a quest for communication
excellence. The program offers opportunities for recognition
and professional development, and provides content that
contributes to our profession’s body of knowledge. With 47
qualifying categories reflecting all aspects of the work of
professional communicators, it is an excellent stepping stone
to the next level of international achievement, Gold Quill. The
early bird entry deadline is July 10, and all submissions must
be received no later than August 7. Keep an eye out for
submission details and links in the next couple of months.
Want to hear more about the business of running IABC/
Toronto? The Annual General Meeting (AGM) is on June 25 at
6 p.m. at the Paintbox Bistro (555 Dundas St. E). This is your
chance to have your voice heard at the Board level and hear
about the nitty gritty of running this organization. All current
IABC/Toronto members are invited to attend and all regular
members are able to vote on the new slate of board members.
Did you volunteer for IABC/Toronto this year? If so, then you
are the guest of honour at this year’s Volunteer Appreciation
Event. Please join us on June 25 at the Paintbox Bistro (555
Dundas St. E) following the AGM for food, drinks, awards, live
tweeting, door prizes, speeches and much more. This is your
event and we’d love to get your input (for starters on a new
name — boring much?!). Stay tuned to Facebook and Twitter
for more information and opportunities to shape the event.
We’re looking forward to hearing from you!
CORPORATE MEMBER LUNCH & LEARNS
We continue to offer lABC lunchtime presentations for GTA
corporate members. Close to a third of IABC/Toronto
members join through their organization, yet often as a result
of staff changes, they have limited knowledge of IABC and all
that it has to offer. To become acquainted (or re-acquainted)
with the association, organize a Lunch & Learn at your office
for five or more members. An IABC/Toronto Member
Ambassador will stop by to lead an informative presentation
and discussion. To sign up, drop Mary-Ellen Hynd, VP
Membership, an email at toronto-membership@iabc.com.
IN THE KNOW
E-LERT:
GET NOTICED.
BE HEARD!
Looking to reach some
amazing communicators?
The IABC/Toronto e-Lert
has you covered!
Whether you’re looking to promote your
business or connect with experienced
communicators, e-Lert can help you
reach the right audience.
With e-Lert you can:
> Promote events that your business
is hosting/holding
> Post promotional announcements
> Promote your business’ services/products
Sent every second week to more than
3,700 subscribers across the GTA, e-Lert
reaches communicators and subscribers
who specialize in media, design, marketing,
hospitality, social media, and advertising
(among other areas).
The e-Lert is your gateway to making things
happen for you and your organization.
Start connecting, get noticed and be heard.
Read more or
contact toronto-adsponsor@iabc.com .
“Awareness” is slowly becoming something of a dirty word in the vocabularies of
communications professionals. Once the intended result of many marketing
communications or social media plans, clients and organizations alike are now
demanding something more from their communications investments, including social
media, than just the ability to “get the message out.”
The reason for this is simple: awareness does not guarantee, or even necessarily facilitate,
action. We are bombarded by messages every day (up to 5,000 marketing messages alone, by
some estimates), the overwhelming majority of which cause us to do absolutely nothing.
In the health sector, decisions around funding and resourcing are made based on outcomes.
This forces organizations to have tangible evidence showing that their approach works. While
awareness can be used as an indicator, it is still an output, and communicators must show
how it relates to more meaningful outcomes like behaviour change, compliance and resource
expenditure.
The field of public health is a particularly interesting study in this move away from awareness as an end product. Public health practitioners are
realizing that in tackling issues such as tobacco use, obesity and sexually transmitted infections, initiatives aimed at simply educating the
population are largely ineffective. Indeed, people already know they should smoke less, eat healthy, be active and avoid unsafe sex as a result of
school curricula and general knowledge. More effort is now being put into understanding why this awareness does not manifest into action. The
result of this effort is more focus on creating environments to support healthy behaviour through means such as advocacy, policy and
partnerships.
Social media has the potential to support such outcome-driven interventions, but to do so effectively, its usage must be focused. Here are a few
areas where social media can play a valuable role.
APRIL/MAY 2015
ABOUT
CRYSTAL HOPKINS
Crystal is in her seventh year as e-Lert editor and is social media
manager for the popular weekly #IABCTOchat. She’s a freelance
communications strategist and an honours PR grad from Humber.
Follow her flying through hoops in motherhood, green living
and the world of communications @CrystalDHopkins.
TOP
BUILDING EFFECTIVE
ONLINE COMMUNITIES
IN HEALTHCARE
Start by answering the right questions. Colin Hung,
cofounder and manager of #hcldr and senior vice president
of marketing of PatientPrompt said that before building,
it’s important to understand why you want to build an
online community in the first place and the benefits
members will receive. Colleen Young, founder of #hcsmca
and consultant and community builder for a number of
healthcare organizations, spoke about the importance of
conducting an environmental scan to ensure the need
exists. Before launching #hcsmca, she participated in
the U.S.-based #hcsm for a year and evaluated how the
Canadian community should be different.
TOP
DIGITALLY SPEAKING
Going beyond awareness is essential for strengthening
the practice of organizational communications. It
requires communications planning, delivery and
evaluation to become more integrated with overall
program planning to ensure optimal outcomes.
TOP