Everything you always wanted to know about public relations at the MUHC

Public relations, or PR, often suffers from a bad reputation. Many people equate PR with advertising or see it as simply manipulating information to make an organization look good. This narrow view overlooks the strategic and relational aspects of public relations. On July 16, International Public Relations Day, we sit down with Andrea Paine, Director of Communications at the MUHC, to learn more about what PR can do for our organization.

“When done ethically and effectively, PR can be a powerful tool for building trust, managing crises and fostering positive relationships between organizations and their audiences, says Andrea. “At the MUHC, our goal is not only to disseminate information to our staff and patients, but also to help build a positive workplace culture and enhance the hospital's public image.”

Operating in the background, a few teams within the Communications directorate take these objectives to heart in everything they do. The internal communications team ensures that all employees, from medical staff to administrative personnel, are well informed about projects, policies and events. Effective internal communication fosters a sense of unity and purpose among employees, which is crucial in a fast-paced environment such as the MUHC. Regular updates, newsletters, town halls and internal campaigns aim to keep the staff engaged and aware of the MUHC’s mission and values.

Externally, our media relations team plays a pivotal role in shaping the hospital's public image. Through strategic public relations efforts, the team proposes stories to journalists about our achievements, initiatives and innovations in research and clinical care, thus helping to build trust and credibility with patients, families and potential employees. This team also coordinates communications with the MSSS and manages crises, helping protect the MUHC’s reputation.

Through videos and posts, the social media team works to enhance the MUHC’s visibility and increase patient and staff engagement. This team supports recruitment efforts by providing a cost-effective, wide-reaching platform for showcasing the MUHC and engaging with potential candidates. A strong public image attracts diverse, top-tier talent, reassures patients of the quality care they will receive and positions the MUHC as a leader in the healthcare sector.

The digital platforms team ensures that the MUHC and the Montreal Children’s Hospital websites are fast, secure and provide the public with the information they need, while highlighting our accomplishments to the public. They also manage the MyMUHC intranet and publish the MUHC Today newsletter, featuring the latest news of interest to the staff. This team also works closely with Information Services on special projects to enhance digital communications tools such as plasma screens and new technologies used by MUHC teams.

“Our team feels a great sense of responsibility to serve the MUHC’s incredible healthcare teams. We are always looking for new ways to highlight their achievements and showcase their dedication to our patients and their families,” says Andrea. “PR can contribute to the hospital in surprising ways. A recent social media post about the new MGH Medical Day Centre resulted in the hiring of much-needed employees. On this PR Day, I want to salute my team and thank our collaborators for sharing your amazing work with us. To all the teams we haven’t yet worked with, don’t be shy, let us know about any inspiring patient story or innovative project that you are working on so we can shine a light on it and on you.”

To reach the Communications team, email [email protected]