Niagara Falls Memorial Medical Center - Public Relations

Spring 2017

Niagara Falls Memorial Medical Center (NFMMC) prides itself in caring for and giving back to the community of Western New York. As the outstanding facility for cardiovascular, women’s health, bariatric weight loss and primary care, the Medical Center sees hundreds of patients daily, offering extensive services on its primary campus and offsite locations. Rooted in preventative care, many of its practices equip incoming patients with the information and skills they’ll need to keep themselves healthy long after their visit to the center. NFMMC operates on a 24/7/365 basis, and is the source of employment for thousands of citizens. It is crucial that all patients and visitors experience the best that NFMMC can offer, and that they are treated with utmost care, concern and kindness.

The Foundations Office at NFMMC oversees maintaining public relations, marketing, and event coordinating. Each staff member is given particular tasks to manage; whether they are writing an urgent press release, updating social media, seeking sponsors for an upcoming event or consoling a displeased patient, every task is handled efficiently and thoroughly. While the doctors and nurses tend to individuals, the Foundations Office focuses on pleasing a larger scale, tending to the needs and wants of a vast community of patients. Without their diligence, NFMMC would not have the notable reputation it celebrates today.

As an intern in the Foundations Office, there was much to learn. Firstly and most importantly, I had to develop a passion for NFMMC in order to communicate its mission in a positive and enticing manner. My first weeks were spent getting to know the Medical Center and its staff, touring the facility and learning its history. Once I grew more familiar with the pros and cons of NFMMC, I was allowed access its social media pages and began to develop a posting schedule for the official Facebook page. ‘Likes’ were low, interaction was rare and the page’s overall relevance on Facebook wasn’t on par with those of other medical centers. To improve this, I began analyzing its data: what was the demographic of its current followers? At what time were most posts being viewed or shared? What kind of content was most successful? After gathering this information, I was able to devise a posting schedule that would, hypothetically, collect the most ‘likes’ and pageviews for NFMMC’s website and Facebook page.

During my time managing the Facebook page, ‘likes’ increased at a steady pace, and more followers were interacting with posts. I found the most success in posting photographs of the Medical Center, especially those related to events or celebrations. The page celebrated incredible feedback during wintertime, as NFMMC prepared for its annual gala, hosted a Christmas wreath raffle, and unveiled its spectacular winter fountain display, designed by local artist Richard Nashwinter. Despite scheduling, the predictability of a post’s success was random, and it was difficult to ensure an increase in ‘likes’ based on the day and time each post was published.

As NFMMC began construction on its new cardiac catheterization laboratory in the Heart Center, press releases were frequently necessary. It was during this time that I began applying my photography skills to this internship, and captured images that would be featured alongside press releases, on the website or in social media posts. Additionally, my work was used in the NFMMC monthly newsletter, which I would later take responsibility for in writing, designing and distributing. This experience was perhaps most challenging, as I pushed myself to capture images that properly represented the moments at hand. Several of my photos were printed in the Niagara Gazette.

NFMMC’s annual gala, The Premier, was undoubtedly most demanding for the Foundations Office. As an intern, I assisted in marketing the event, continuously updating the website and social media to entice more guests and sponsors. One of my ongoing tasks was to feature our many sponsors in an eye-catching way; to do so, I collected their logos and presented them on advertisement posters, which were created using Photoshop software. These posters were constantly updated until the day of the event, and had to be categorized by sponsorship ranking. I assisted in determining the ranking of a sponsor according to their donation amount and contribution to the event’s overall success. Sponsors were also featured at the event itself on centerpieces, wine bottles and slideshows; I helped in designing these features, as well as setting them up the day of the event.

At the Premier, I served as a helping hand before, during and after the event; I helped guests find their name cards and tables, assisted with the technicalities of our mobile pledge event, and posted photos to the Facebook event page. It was part of my responsibility to maintain a positive atmosphere and answer any questions posed by our guests. After the event, I designed a “thank you” banner for our website, acknowledging the guests, sponsors and volunteers who helped to make the event such a great success. It was a privilege to be part of such an exciting and overwhelming event, and I learned a lot in the process.

NFMMC had several posters, flyers and brochures that needed updating; I worked in collaboration with employees and other interns to revise outdated information and freshen up layouts. One of my final works as part of this internship was to create an informational brochure that could highlight the major components of the Medical Center; this brochure had not been updated in years, and it was a puzzling challenge to pick and choose the best information to include. In essence, this is the very definition of public relations. It becomes one’s job to present an image that is indicative of its proudest features, while addressing and handling any negativity, should it arise. In short, it isn’t easy.

The staff at the Foundations Office are an incredibly resilient and inspiring group. They are masters of their craft, and it shows in all of their work. In the face of chaos, they grin and bear it, assessing every situation from a practical standpoint and identifying the most effective ways to handle them. Their communications skills are beyond outstanding, both in private and public settings. They are expert writers, marketers and businesspeople, and make every move in favor of NFMMC’s image. Working in this department is immeasurably demanding, yet, they make it look easy.

To be a part of this department comes with a lot of stress and pressure. Whether NFMMC is performing well or poorly, the fate of its reputation rests in the hands of the Foundations Office. This can be a significant drawback for the position. There is only so much one can do to cope with negativity. Having social media outlets adds to the delicacy of a reputation, as public comments and poor reviews can cause major setbacks for public relations work. While the Foundations Office is tirelessly working to give NFMMC a good name, chaos can occur at a second’s notice, challenging the staff to address controversies in a diligent and effective manner.

Being able to collaborate with this department was incredibly enlightening, both as a communications student and as a young adult in pursuit of the right career path. As I conclude my time interning with the Foundations Office, I recognize my growth as a writer, speaker and creator. My supervisors have taught me the importance of displaying confidence in this field, especially when things get tough. Paired with this trait must come an excellence in communication skills, both written and spoken. As NFMMC caters to tens of thousands every year, it is vital to resolve any issues that arise, be they from patients, sponsors, or public figures. Doing so effectively depends on the expertise and cultivated skills of a strong public relations team.

On a personal note, I cannot envision myself in such a profession. While it was meaningful to expand my horizons and try new things, my strong suit does not lie in this career. I am undoubtedly thankful for the opportunity to practice marketing, social media managing and event coordinating; however, these fields are not of those which I intend to pursue careers in. By trying out multiple disciplines, I came to a better understanding of which professions might cater best to my strengths, and which would not; namely, public relations. While the creative endeavors were fulfilling, I prefer not to be the commanding voice of an organization. A career in public relations demands traits that I am not capable of.