{"id":8455,"date":"2022-12-06T18:56:35","date_gmt":"2022-12-06T16:56:35","guid":{"rendered":"http:\/\/3.72.156.28\/blog\/?p=8455"},"modified":"2025-04-14T13:55:50","modified_gmt":"2025-04-14T11:55:50","slug":"amy-roberts-from-knb-communication","status":"publish","type":"post","link":"\/blog\/amy-roberts-from-knb-communication.html","title":{"rendered":"Amy Roberts from KNB Communication: “PR is critical for healthcare because the stakes are incredibly high.”"},"content":{"rendered":"\n

As a part of my PR Strategy Series, we are talking to top experts in the field to give entrepreneurs, PR specialists, and marketers an inside look at proven strategies you might also be able to leverage to grow your business or career.<\/em><\/p>\n\n\n\n

Today I had the pleasure of talking with Amy Roberts<\/a>, Vice President of Communications at KNB Communications<\/a>, a PR and marketing agency specializing in healthcare and health tech. Prior to this role, she served as a PR director at Intermountain Healthcare for 10 years.<\/p>\n\n\n

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\"Amy<\/figure>\n<\/div>\n\n\n

Describe your experience in Public Relations for the Medical Industry. <\/strong><\/p>\n\n\n\n

I spent nearly a decade as a PR Director at Intermountain Healthcare before assuming my current role as Vice President of Communications KNB Communications, a PR and marketing agency specializing in healthcare and health tech. I also paid my dues in newsrooms across the country, having worked as a journalist prior to transitioning into PR.<\/p>\n\n\n\n

What do you do in healthcare PR? <\/strong><\/p>\n\n\n\n

In my current role at KNB Communications, I oversee all PR and media-related deliverables for the clients we serve. This includes setting strategy, ideating creative pitch angles, networking with journalists, following healthcare-related news outlets, editing and writing content, and working closely with the marketing arm of our agency to ensure an integrated approach that brings success to our clients. As part of this role, I also lead a team of media relations managers and account directors and ensure we are following and implementing best practices, while also providing best-in-class service to our clients.<\/p>\n\n\n\n

Do you use press releases in your work? <\/strong><\/p>\n\n\n\n

Yes, KNB frequently writes and distributes press releases on behalf of our clients.<\/p>\n\n\n\n

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Why is PR important in healthcare? <\/strong><\/p>\n\n\n\n

Public relations are critical for any business, no matter the industry, but it\u2019s especially important in healthcare because the stakes are incredibly high. The decisions consumers (patients) make can have true life-and-death consequences. Patients look for healthcare systems, hospitals, and clinicians they can trust, and the reputations of each are built and amplified through their public relations efforts.<\/p>\n\n\n\n

How do you evaluate the success of a public relations campaign? <\/strong><\/p>\n\n\n\n

Measuring success is largely dependent on the goal of the PR campaign. If the campaign is designed to increase organ donation, an easy KPI is how many new donors signed up. At KNB Communications, we evaluate success based on the goals of the campaign. Some common measurements we use are web traffic, social media engagements, media coverage\/reach, the share of voice, and advertising value equivalency. <\/p>\n\n\n\n