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A proactive media relations strategy will work to increase public awareness of Aspire and the new wing at Aspire <br />Hospital. Aspire’s media relations plan will be extensive and place emphasis on highlighting the positive aspects of <br />Aspire, while being prepared for reactive media relations and issues/crisis management. The following resources are <br />recommended to be assigned to a dedicated employee, or outsourced to an agency: <br />Communications Resource Kits <br />Develop a package of materials for Aspire and affiliate brands <br />by topic including sample news releases and background <br />information, fact sheets, and key statistics tailored to each <br />brand, but maintaining brand consistency with Aspire. <br />Public Service Announcements <br />Develop unpaid PSAs, which provide information about Aspire <br />Health Partners. This is an inexpensive tool for delivering public <br />information on behavioral health and will be used to promote <br />awareness on a variety of topics and announce events. <br />Story Leads <br />Develop data-rich story leads for key media outlets to encourage <br />coverage. Partner with patients to obtain permission to tell <br />their stories. <br />Feature Articles & Blogs <br />Prepare articles and rich-content for distribution to electronic <br />publications, newspapers, local and industry-specific <br />magazines to position Aspire as a leader in behavioral health. <br />These will also be converted to blogs for Aspire. <br />Press Releases <br />Press releases and blogs will be prepared and distributed on <br />a quarterly schedule to communicate ongoing initiatives and <br />encourage media coverage. Medical professionals will be <br />identified within Aspire’s leadership team to serve as company <br />spokespersons and will receive appropriate media training. <br />News Conferences <br />Conduct news conferences to share information of significant <br />interest and value, such as the launch of Aspire Hospital’s new <br />wing, to the general public and key stakeholders. <br />Crisis Management Plan <br />Development of a crisis management plan that includes <br />a representative set of planning scenarios; a flexible set of <br />response modules; a plan that matches response modules to <br />scenarios; a designated chain of command; preset activation <br />protocols; a command post and backup; clear communications <br />channels; and backup resources. In addition to the crisis <br />management plan, key spokespeople will be identified and <br />trained for specific scenarios. <br />MEDIA RELATIONS <br />BRAND ELEMENTS