Applying Public Relations Best Practices to Effectively Communicate EAP Value
Charles Epstein and Michele Rubin, BackBone
EAP organizations and professionals may diverge on philosophies, approaches, delivery, and performance measurement. However, all share a common challenge: How to effectively communicate value. Generating reports to underscore the efficacy of a program to management or submitting RFPs to secure new clients will only be as successful as your ability to communicate your value proposition. The application of public relations practices to EAP communications can dramatically improve the ability to send a message that reaches its intended audience, makes an impact, and prompts the desired action.
This audio conference will demystify the practice of public relations — which is fundamentally the "art" of framing, packaging, and targeting information. The session will provide concrete real-world examples, hands-on tips, and practical guidance, giving participants an understanding — indeed a blueprint — for orchestrating compelling and effective communications. Participants will learn how to build their business case by communicating value to management, prospects, and clients; arm human resources with vehicles to promote awareness and spur utilization among end-users; and show how to obtain third-party validation of a business model and its efficacy by securing targeted media coverage.
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