The Power of Public Relations: Insights from Cook Children’s Health Care System
In our everyday work, it’s easy to lose sight of the true impact that public relations can have. From improving a business’s reputation and financial situation to even touching people’s lives, the significance is undeniable. Recently, I had the privilege of attending a presentation by public relations experts from Cook Children’s Health Care System.
I enjoyed hearing from Kim Brown, the director of public relations, and Sydney Hanes, the digital communications senior specialist. They spoke about their careers in healthcare communication and shared a moving story.
Cook Children’s
Cook Children’s is a Fort Worth-based health care system. It has over 8,000 employees and sees more than 1.5 million patients each year. Roxo has had the pleasure of working with Cook Children’s in the past.
Conjoined Twins Separation Surgery
They told us the incredible story of a conjoined twins’ separation surgery and the public relations efforts surrounding it. In January 2023, the hospital’s surgical team successfully separated conjoined twins AmieLynn and JamieLynn Finley. I was fascinated to learn that the hospital’s PR team found out about this surgery just two weeks before it happened. The team had to act fast and figure out the best way to communicate about the event.
During the two weeks prior, the team performed lots of research and looked into previous cases of this type of surgery. They wanted to prepare and be informed on how to cover this groundbreaking surgery while maintaining the highest respect for the family and its privacy.
Cook Children’s released a powerful and emotional video on the surgery:
Results
The story received 4,000 news placements and coverage from NBC Nightly News, Good Morning America, TODAY, CBS Mornings, Fox News, and more. It also resulted in 760,000 impressions on their social media posts.
The media coverage had a significant overall impact on Cook Children’s. Website traffic increased by 76%, and clicks for appointments and referrals with the surgery team increased by 300%.
This story placed Cook Children’s in the national spotlight, strengthening its reputation as an elite hospital with trustworthy doctors. Prior to this event, many people, like myself, may not have been fully aware of the hospital’s extraordinary capabilities.
This PR team's influence extended far and wide – touching the lives and careers of doctors, offering assurance to families seeking reliable care, and bringing hope for children whose futures could be transformed by these doctors. The team’s efforts resonated with 8,000 employees, and its impact paved the way for a brighter future for the entire healthcare system.
The achievements of Cook Children’s PR team serve as an inspiration for those in the field of public relations. Your work may not always involve sharing a groundbreaking story, but if you pause to think about it, you can see how your efforts make a positive difference in people's lives. For Roxo’s mission of using “creativity for good,” this story can be a powerful motivator. Your work in public relations has the potential for a much greater impact than you may realize.
Caroline Cunningham is a senior Strategic Communication major and General Business minor at Texas Christian University. She is currently the Director of Communication for Purple Team. She will be returning to Roxo and serving as Copy Editor on Purple Team next semester. She plans to pursue a career in advertising or public relations after graduating in May 2024. In her free time, she enjoys exercising, traveling, and spending time with friends.