Preview of PRSA International in Washington DC October 12-14

I hope you’ll consider joining thousands of public relations professionals for PRSA International in Washington DC, October 12-14, 2015. If you specialize in health care communications, there are eight major presentations you’ll find of particular interest, headlined by the American Cancer Society and the Food and Drug Administration.

On Sunday, October 12, Raul Duany, senior vice president, corporate communications of the American Cancer Society is presenting Better Together: Building Brand Affinity Through Partnerships. It promises to provide a lot of strategic value to attendees. The ACS recently celebrated its 100th Birthday, and details from that campaign were one of the key learnings from our last Health Academy meeting:

Whenever the FDA talks, healthcare PR professionals need to listen. In the past year, the agency issued its much anticipated guidelines on social media. On Tuesday, October 14 at PRSA International, in a session supported by Health Academy,  FDA Communications is pulling back the curtain to reveal the strategy behind public health and regulatory activities.

Every day, the U.S. Food and Drug Administration (FDA) issues a high volume of often complex information that is critical to the health and safety of Americans, so it is crucial that the agency communicates in a way that is easy for consumers, health professionals and other audiences to understand. Also, FDA regulations and policies are frequently challenged or misunderstood, so communications efforts must be sufficiently flexible to ensure a prompt and clear response. How does the agency accomplish this?

Steven Immergut, acting associate commissioner for external affairs of the FDA, will be presenting a session that will  review a series of case studies that illustrate how the FDA formulates its communications strategy, and how the agency employs a range of tools and approaches to reach various stakeholders. Immergut is a long-time veteran of the healthcare PR industry, and has years of PR agency experience prior to joining the FDA, so he has experience in dealing with the issues from both sides.

Attendees will learn how the FDA executes its communications on public health and regulatory activities and discover how the FDA communicates in real time in a competitive media arena. Steven Immergut will also explain how the FDA is evolving its communications channels to more effectively reach diverse audiences on complex topics.

Here’s a link to register: