CARL T. HAYDEN VETERANS AFFAIRS MEDICAL CENTER
Carl T. Hayden Veterans Affairs Medical Center had been feeling the effects of negative publicity regarding VA Medical Centers in the national news and wanted to improve the image problem that they had been experiencing. They put together a PR plan including five objectives they wanted to achieve using direct communication, media relations and special events to help improve the perception of the medical center to key publics including employees, opinion leaders and the community. Their strategy included creating a cable access TV program, implementing campaigns to increase employee pride and morale, getting more positive media involvement, and hosting special events like a Veterans Day Parade. By implementing a defined and researched PR plan, they were able to achieve all of their targeted objectives and improve the perception and image of the medical center to their key publics.