client projects.
In my writing for public relations class, I worked on a mock-up campaign for a client of my choice, the University of Chicago Medicine Hospitals. I chose this client because of the relevancy and importance of health PR and advertising during the COVID-19 pandemic. In this campaign, I created advertisements, news releases, key messages and FAQs, along with an internal email and a media audit.
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Fact Sheet Infographic
Advertisement Copy
News Release
FOR IMMEDIATE RELEASE
Second City in its Second Stage of Vaccine Rollout
Senior citizens and essential workers now eligible for COVID-19 vaccination
CHICAGO, Jan. 26, 2020 – UChicago Medicine has moved on to the 1B vaccination phase, administering the COVID-19 vaccine to frontline essential workers and those ages 65 and older.
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The new phase of vaccination began Monday, January 25th, per the city of Chicago’s COVID-19 rollout plan.
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Essential workers eligible for this phase include first responders, correctional workers, grocery store employees, daycare staff, K-12 and early education workers, public transit and manufacturing workers, workers in agriculture, continuity of government workers, and postal workers.
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“Right now, the potential risks and side effects of the COVID-19 vaccine are substantially lower than the risks and side effects associated with contracting COVID-19,” said Tomas Jackiewicz, president of UChicago Medicine. “It is important that we protect ourselves and one another by getting vaccinated.”
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Patients at UChicago Medicine eligible for phase 1B will automatically be placed in a lottery for their scheduled vaccination. Once a patient is selected, they will get a message in MyChart to schedule their appointment. There is no cost for the vaccine, but patients need to wait until they are selected before they can receive their vaccination.
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About UChicago Medicine
The University of Chicago Medicine, with a history dating to 1927, is a not-for-profit academic medical health system based on the campus of the University of Chicago in Hyde Park, and with hospitals, outpatient clinics and physician practices throughout Chicago and its suburbs. UChicago Medicine unites five organizations to fulfill its tripartite mission of medical education, research and patient care: Pritzker School of Medicine, Biological Sciences Division, Medical Center, Community Health and Hospital Division, and UChicago Medicine Physicians.
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Press Contact:
Lily Lowndes
Head of Public Relations
UChicago Medicine
555.555.5555
https://www.uchicagomedicine.org/
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Key Messages
Diversity and Inclusion: It is our duty to ensure that all patients, staff, and visitors at UChicago Medicine are treated with dignity and respect. The medical profession has been known to unfairly treat people of color and UChicago Medicine is committed to fighting against medical injustices. UChicago Medicine is dedicated to hosting a staff that represents a wide variety of diverse experiences, including different cultures, creeds, genders, classes, abilities, sexualities, race, and ethnicities. We support an inclusive climate in our facilities for staff and patients alike through department plans and identity-based committees.
Healthy Living: UChicago Medicine advocates for healthy living in our communities through outreach programs and events. For over 20 years, we have supported the Community Fitness Program at the Museum of Science and Industry. The Museum is open for walking and aerobic exercise three times a week at no cost to participants. South Side Fit is another UChicago sponsored wellness program. The program offers weekly fitness classes and monthly health and nutrition workshops. Staying active and eating healthy are two values that we want to impart on our community.
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Research: Research is one of the pillars of UChicago Medicine. We are committed to discovering new treatments through research. Innovation in medicine means innovation in care for our patients. Research is also important for education. Finding better treatments not only helps UChicago Medicine, but it helps hospitals all over the world. We are always testing new treatment plans for a variety of different illnesses. UChicago Medicine performs more clinical trials than any other hospital in the state.
FAQs
Frequently Asked Questions
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Where is UChicago Medicine located?
UChicago Medicine has 42 locations across Illinois, but most of our locations are in the Chicago area. Find the location that is closest to you here.
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How can I make an appointment?
Current patients can log in to MyChart to book a virtual appointment with a primary care or specialty care provider. New patients can schedule video appointments here.
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Where do I get tested for COVID-19?
Before scheduling a COVID-19 test at one of our curbside testing locations, it is recommended that you get screened for COVID-19 symptoms. Screening is available over the phone by calling 773-702-2800 or virtually through MyChart. After you are screened, you can make an appointment at one of our five locations.
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When can I get the COVID-19 vaccine?
UChicago Medicine is providing vaccines for current patients ages 65 and older and healthcare workers. Vaccines will be available for these groups through a lottery system. When you are selected, you will get a message through MyChart explaining how to schedule your vaccination appointment.
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How can I say thank you to frontline UChicago Medicine staff?
Hospital workers are heroes. To show your appreciation for our UChicago Medicine family, visit Facebook.com/UChicagoMed and use #ThousandsofDifferences to share a kind message.
Internal Email
Subject: UChicago Works From Home
BCC: UChicago Medicine Personnel
From: VP of HR Bob Hanley
Hello UChicago Medicine,
We hope your Monday is going well! Here are some new updates on our Working From Home procedures.
• Effective today, all internal medicine and general practice personnel will move to working remotely
• Work computers and headsets will be provided for taking patient calls at home. More details will be sent out by your supervisors
• For information on Zoom meetings, check out this helpful article for Zoom beginners here
• This will be an adjustment for everyone, but we’re in this together. Visit this LinkedIn Learning resource for tips on how to transition into remote work
Fun working at home tip: Even if we can’t be in the office, these UChicago Medicine Zoom backgrounds will make it seem like we’re all in the same place!
Keep on the lookout for email updates as new information comes out.
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Stay safe everyone,
Lily Lowndes,
Vice President of Human Relations
UChicago Medicine
Media Audit
Website | Information database for patients, visitors, and employees
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Twitter | 23,615 followers | Used to share articles and events
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YouTube | 808,000 subscribers | Used to share informational videos and virtual panel discussions
Instagram | 4,524 followers | Used to feature different employees and departments
Facebook | 70,633 followers | Used to share articles
LinkedIn | 48,046 followers | Used to share job opportunities and UChicago Medicine updates
Background: UChicago Medicine is a group of hospitals and specialty clinics associated with the University of Chicago. They utilize their website and social media to disseminate medical news to their patients, especially news about COVID-19. They also host livestreamed video panels with members of their staff, share articles about the progress that their research labs have made, and feature UChicago Medicine stories in the news. To conduct my analysis, I looked at UChicago Medicine’s 10 most recent posts on their social medias and I went to the FAQ and Press Release section of their website.
Strengths: UChicago Medicine has very clear branding. Their social media handles and links (besides YouTube and LinkedIn) include the shorthand “UChicago Med.” Shortening the name also makes it easier for people to search for the hospital. UChicago Med also includes many hyperlinks within their posts and on their website. This allows their followers to find and access important information with ease.
Weaknesses: Public relations professionals know that each media has a different tone and formality. The way that we communicate on Facebook is different than how we communicate on Twitter or Instagram. UChicago’s greatest weakness is that they do not differentiate their social media platforms. I noticed that all of their social medias posted the same items, right down to the captions. Branding your organization is important, but your followers should be getting something new and different on each platform. If all of the accounts post the same thing, people will only bother to follow one of the accounts.
Opportunities: UChicago is doing well with their interactive content, but they have several more opportunities to increase engagement. I would suggest that they include an action statement in their caption or ask questions to their followers. Right now, UChicago Medicine has a very one-sided relationship with their publics. I want them to encourage their followers to interact with them by adding more hashtags that publics can use and inviting people to share their thoughts in the comments.
Threats: UChicago Medicine posts regularly from every platform except their “Press Releases” section on their website. I noticed that there have yet to be any news releases from 2021. The most recent release is from last year. This is a threat to their organization because they need to keep the public and the media updated. Regularly updating information is important for UChicago because they are a leading source on COVID-19 and we are in the middle of a pandemic.
XpresCheck
As a COVID-19 testing company, XpresCheck was another great client to work on. They had a lot of newsworthy events going on in early 2021, which is why I put together a mock news release and op-ed for the company.
Op-Ed
This is the Way we Stay Safe in Airports
Op-Ed by XpresCheck CEO Doug Salzman
January 26, 2021
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An airport is a busy place. For most flyers, the process of getting from bag-check to boarding is full of stress- and that was before we were in the midst of a global pandemic. Passengers are worried about more than just catching their flights; they’re worried about catching COVID-19.
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Although airports are not as packed as they used to be – based on the daily reports from the Transportation Security Administration, more commonly known as the TSA, traveler throughput is less than half what it was one year ago pre-pandemic – there is still a concern about proper social distancing and safety measures within mass transportation hubs.
The current airport safety system is not infallible. There will be people standing in lines. There will be people congregating in the boarding areas. There will be people sitting near each other on planes. These are facts that travelers must accept. Airports are already unpredictable enough, but there is certainly no predicting what may happen in regard to COVID-19 exposure in these lines, boarding areas, and planes.
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We may not be able to predict exposure, but we can predict who has the potential to expose others. Airports need to take advantage of rapid testing technology to minimize the safety risks for passengers, pilots, and other workers. Along with mask-wearing and quarantining before travel, everyone who books a flight must get tested for COVID-19 to prevent airport spread.
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Recently, COVID-19 tests have been a much-talked-about subject in air travel. President Joe Biden, understanding that airports can become hotspots, issued an executive order on January 26 requiring airports to have stricter safety precautions. Because of this executive order, all incoming passengers entering the United States must have a negative COVID-19 test 72 hours before departure.
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While I admire President Biden’s commitment to fighting COVID-19 spread, requiring tests for international travelers is simply not enough. We must extend the testing mandate to domestic travelers as well. It is the only way to truly know that we are safe.
I believe that the United States should take note of the Netherlands’ testing policy. Their travel policy is the strictest of any country today, but that level of caution is what we need to prevent exposure to the deadly COVID-19 virus. In the Netherlands, passengers and crew members must take a COVID-19 test within 72 hours prior to departure and a negative COVID-19 rapid test four hours prior to departure.
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This two-test model is what we need to adopt in the United States because even if a person has a negative test result 72 hours prior to boarding, there is no telling what could happen in the hours leading up to the flight. Anyone could catch the virus in the 72 hours after their test, and I would not want to be sitting next to that person on my flight.
In-airport testing sites will be crucial in implementing this two-test model. As CEO of XpresCheck, a COVID-19 testing company, I have pushed forward the development of rapid antigen tests that passengers can take before boarding their flights. These rapid tests are already being administered to support the Netherlands’ COVID-19 testing policy, and they can be used to support any testing requirements the United States has as well.
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The first XpresCheck testing sites will be debuting in four major U.S. transportation hubs- Boston Logan International Airport, New York Liberty International Airport, John F. Kennedy International Airport, and New York’s JFK and LaGuardia International Airport. After taking a nose swab, the results will be analyzed in real-time. Passengers will be able to know their status in 30-45 minutes, just enough time in between leaving security and boarding.
I believe that implementing testing procedures will be the closest we can get to predicting the possibility of COVID-19 spread. We are in an unpredictable time, and airports are unpredictable places. Requiring passengers to take in-airport rapid tests before boarding is necessary to increase airport health and safety domestically and abroad.
News Release
FOR IMMEDIATE RELEASE
New COVID-19 Rapid Tests Meet Requirements for International Flights
NEW YORK CITY, and AMSTERDAM, Feb. 2, 2021 – XpresCheck, a COVID-19 testing agency, will introduce a new rapid antigen test for select flights to Amsterdam.
The new test is a response to the Netherlands’ new travel restrictions for incoming international passengers and crew members. The two-part policy requires a negative COVID-19 test within 72 hours before departure and a negative COVID-19 rapid test four hours before departure to the Netherlands.
In addition to the new tests, XpresCheck will pilot new testing areas near the departing gates for passengers on connecting flights to Amsterdam.
“All we want is for our airports to be safe. The new rapid tests will help prevent the spread of COVID-19 during travel,” said XpresCheck CEO Doug Satzman.
XpresCheck’s rapid tests will also help passengers meet the new travel testing policy created by the United States. As of Tuesday, January 26, all incoming passengers entering the United States must have a negative COVID-19 test 72 hours before departure.
XpresCheck is partnering with United, Delta, and KLM airlines to administer the tests to meet both the Netherlands’ and the United States’ travel policies.
About XpresSpa Group, Inc.
XpresSpa Group, Inc. (Nasdaq: XSPA) is a global health and wellness holding company. XpresSpa Group’s core asset, XpresSpa, is a leading airport retailer of spa services and related health and wellness products, with 50 locations in 25 airports globally. Through its XpresTest, Inc. subsidiary, the Company also provides COVID-19 screening and testing under its XpresCheck™ brand at JFK International Airport and Newark Liberty International Airport. To learn more about XpresSpa Group, visit: www.XpresSpaGroup.com. To learn more about XpresSpa, visit www.XpresSpa.com. To learn more about XpresCheck, visit www.XpresCheck.com.
Press Contact:
Lily Lowndes
Head of Public Relations
XpresCheck
555.555.5555
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