Talk to me. Talking to healthcare consumers.

As we have learnt through out our studies, Public Relations has been generally known by people as spin doctoring or a misuse of power.

Over the first few weeks interning at Cockburn Integrated Health (CIH) (a new state-of-the-art medical centre) it has been reaffirmed to me that within the organisation, the idea of marketing and public relations as a ‘predatory practice’, is slowly but surely disappearing.

At Cockburn Integrated Health there is a legitimate need by the organisations CEO and strategic officers to build and maintain its presence as a leading health care provider and to generally improve the lives and wellbeing of the Cockburn Community.

As a public relations intern at the organisation my role is to help assist the organisation to build its presence and awareness – this has been through newsletters, a service directory, establishing the organisations Facebook page, and redesigning the website. They really do trust me and have given me a large responsibility for an intern!

I have noticed that all employees at Cockburn Integrated Health whatever profession work tirelessly to improve the lives and help the community of Cockburn.

This is has had a flow on effect to how I approach the PR work for healthcare consumers.

I’ve realised that at CIH we really need to ensure people who really need the service find it.

I have also been doing quite a bit of work during my internship on what the ‘competitors’ are doing and how they are marketing and engaging with the wider community.

Little did I know the public community and health care sector has become increasingly competitive, engaging with the public ensures that CIH remains among the main provider options that the target market considers.

At CIH or in any community care context, public relations is not about exerting influence on its users. It is about assisting and facilitating opportunities to people to achieve their health and wellness goals.

Image: Cockburn Integrated Health

Hope everyone is enjoying their internships!

Thanks for reading, Haleh.