Amanda Higgins

The PR/Communications playing field is constantly evolving but these past few years have felt as if change has come at an accelerated rate. Especially in healthcare. I was curious as to what my colleagues in Communications, Engagement & Change at IWK Health were looking forward to (or dreading) in 2025. Becky Chapman, specialist, is interested in seeing what new ways we can use analytics and digital tools to better engage with those that aren’t desk-based. “The majority of our work force do much of their work away from computers so we need to make sure we’re talking to them in ways they can receive. We’ve talked about ways to communicate more through mobile and I think there’s a real opportunity there!” Kate Evely, specialist, is excited to share more progress updates about the new IWK Emergency Department as the project hits exciting milestones this year. “I’m also looking forward to improving IWK’s town hall meetings so that they better serve staff in an engaging and informative way.” “I think this year is going to be big for in-person communication and events, especially in healthcare. 2025 could re-introduce the pre-pandemic desire to communicate face-to-face and host more events in-person.” Kristen Lipscombe, senior advisor is planning on continuing to foster new relationships. “Over the past year or so, I’ve been learning from communicators who are newer to the industry, with their new perspectives, valuable insights and impressive talents using newer technology, so I look forward to continuing my growth in areas that are “new to me.” Terri Fraser, director, is foreseeing more real engagement and two-way communication. “A toll has been taken on this area since the pandemic and I think it’s foundational to any strong communication strategy. Throughout my career the projects that have been the most rewarding and successful were built on listening, trust and fostering relationships with audiences and partners.” Carole Bell, executive assistant, is anticipating supporting the team in working smarter, not harder. “I’m also excited to keep growing in my role and contributing to meaningful projects that make a real impact.” Darius Graff, digital and creative design, is interested in seeing how Google AI search results develop and whether we can control or affect it by tweaking website content etc. and how that can be monitored and measured. Darrian Thorne, senior advisor is looking forward to seeing more innovation and creative ideas from a communications perspective. “Achieving this will require continued collaboration and a shared commitment to making a difference through impactful messaging and meaningful support for families.” Andrea Slaney media relations specialist laments a dwindling media presence. “The media market will continue to decrease to the detriment of those wanting to get accurate health information out to the public and those relying on that precious resource.”

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We live in the Age of Disagreement. We build it as entertainment. In healthcare we work against a national backdrop of stressed-out colleagues who are trying their best to keep afloat. Yet, In the quieter executive suites of health systems, there’s a temptation for leaders to consult the same three voices and allow that triumvirate of C-suiters to solve all the issues without much outside input. As a leader, when was the last time your team brought a dissenting opinion to your office or to the team discussion? https://lnkd.in/eVPknqu8

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🚨👇𝐍𝐄𝐖 𝐀𝐑𝐓𝐈𝐂𝐋𝐄: **CCOs are getting a seat at the C-suite table** Elevating the role of communicators is something many of us have been focused on for years. As Dustin Siggins shares in this article that has been happening more frequently, which is a very good thing. However, elevating the role of chief communication officers also comes with new expectations for how those leaders operate within an organization and deliver results. I added my perspective on this topic along with Stephanie Roberts, Jeremy Tunis, Jeff Berkowitz and Nick Lagalante, MPS. Check it out! #communications #pr

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The @AmericanCancer Society released new Breast Cancer Statistics. Building upon the progress we've made in reducing breast cancer mortality rates requires more people to have access to breast cancer screening and care. Advancements and progress are inequitable. Learn more at: cancer.org/breast-cff-2024

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Included Health is personalized all-in-one healthcare. We care and support people holistically (what we call mind, body and wallet) so they can experience better healthcare: better access, better answers, and better advocacy. #iamincluded #IncludedHealth

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What if my company’s spokesperson is a scientist or a physician; how can they most effectively tell our story to a layperson audience? This is a common question in healthcare communications. Being a great storyteller requires genuine connection, and those can be challenging to catalyze if the audience doesn’t perceive the speaker as relatable, or “someone like them”. The imperative for the scientist/speaker is to find balance in their language, so that the scientific rigor is preserved, but the meaning and context doesn’t go over the heads of the audience. Communications leaders can help spokespeople consider who the audience is, and importantly, what THEY expect to take away from the presentation, as meeting the needs of the audience is the primary objective. A layperson audience will require different context than the speaker’s peers, so an assessment of audience and purpose is a key first step in ensuring the speaker’s story resonates. 

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Celebrated for his visionary leadership and unwavering commitment to enhance health, drive innovation, and foster sustainability, industry leaders congratulate Greg Horn on his NBJ Lifetime Achievement Award! 🎉🏆 "There is nobody that better deserves this award more than Greg, especially for his accomplishments around creating DSHEA back in 1994, which is the regulation that really made our industry." - Thomas Aarts, NBJ Summit "Greg is passionate about this industry. He eats, sleeps, and breathes supplements and naturals products, and it’s really a beautiful thing to see someone who marries that deep level of expertise with a deep passion." - Jessica Rubino, New Hope Network "I heard about Greg Horn in mythical terms, all the accomplishments, akin to Al Gore inventing the Internet, and they each proved to be true one after another." - Bill Giebler, Nutrition Business Journal "If it wasn’t for Greg and his personal energy and drive that he brought to the whole process, honestly, I’m not sure the industry would be where it is.” - Guru Ramanathan, GNC, Dutch Medical Food "Greg’s brilliant strategic business acumen, whether growing a company, growing a business, growing a brand, turning a company around, or launching an amazing product, or as Guru said, everything was well before its time." - Irina Lorenzi, Garden of Life, CELSIUS Holdings, Inc., Naomi Whittel Brands "We like to call Greg ‘The Most Interesting Man in The World.’ Greg’s stories, both professionally and personally, have captivated us and always leave us laughing." - Jill Staib, William Hood & Company "I’m constantly amazed at the depth of Greg’s network in the industry. He’s touched so many of the leaders that have shaped this industry over the years." - William S.J. Hood, William Hood & Company "Greg has been devoted to nutrition since before I knew him. He really started practicing what he preaches when he was a teenager. Even now as a husband and a father, his priorities have been straight all along." - Laura Horn 🎉🏆 #NBJSummit #LifetimeAchievement #naturalproducts #Leadership #Entrepreneurship  https://lnkd.in/e_AcRv_w

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This article struck a chord with me. It’s about moving purposely toward a long-term vision in a world where we’ve come to place more value on agility and being able to pivot quickly.   The tension between doing things fast and doing things well came to mind. To be clear – they aren’t always mutually exclusive. We’re side-by-side with our clients and the round-the-clock expectations and urgency they deal with every day. Business happens at speed and acting quickly is often a necessity. But there are times when “fast” can work against us.   More intellectual work – like foundational messaging, like deep thought leadership – requires time to ponder, analyze, self-critique, go away and return with fresher eyes and sharper minds. When you cut that out, the result is like fast-fashion – it looks passable on the surface, but it doesn’t hold up to scrutiny and doesn’t hold lasting value.   It’s always about striking a happy balance.   Definitely worth a read. #Healthcare #Messaging #BuiltToLast

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My early takeaway from PRSA Oregon #CommCon2024 is that the public is facing a real trust issue when it comes to innovations like AI and other emerging tech (and in general). Which raises the question: how do we address the trust crisis in a way that is both authentic and effective? #communications #publicrelations

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In moments of hope and optimism, life can present challenges that require us to navigate thoughtfully. Crisis moments remind us of the necessity of preparedness. Having spent years guiding crisis communications across healthcare, corporate, and nonprofit sectors, I’ve learned that effective crisis management requires engaging the right people, defining roles and responsibilities, creating systems, and fostering a culture of clear, values-driven communication. Leading communications for one of the most esteemed and innovative medical centers taught me this time and again. A robust crisis communications protocol typically includes: •Institutional Crisis Philosophy: Values-driven communication •Audiences to Consider: Internal and external stakeholders •Activation Process: A streamlined system for awareness and alignment •Response Times: For media and customer relations •Contacts: Including decision-making matrices and subject matter experts •Construct: Elements for both proactive and defensive strategies •Tools Considerations: Methods for monitoring and measuring crisis impact What have you learned in your crisis communications moments that you’ve found most critical? Am I missing anything? I’d love to hear your thoughts in the thread below. If your team is looking to refine or establish such a system, I’d be happy to collaborate. The goal is to help build a structure that is actionable and aligned with your organizational values—ensuring that you’re ready to navigate challenges and emerge stronger. #crisis #crisiscommunications #communicationsplanning #strategy

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Managing holiday stress can be difficult for many. Here are some tips for a healthy and joyful season. https://lnkd.in/gDgGPT-k

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📰 A new study reveals that as healthcare spending rises, employers often respond by laying off workers they can no longer afford to retain. Scheduled for publication on Monday by the National Bureau of Economic Research, this research paper provides a comprehensive analysis of how companies manage higher premiums: by cutting payrolls. https://lnkd.in/gN64aFYm

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⁉ Why do people like working in communications/PR? 👇 This movie quote always comes to mind: "For me, 𝐭𝐡𝐞 𝐚𝐜𝐭𝐢𝐨𝐧 is the juice." I think most communicators would answer in the same way. Days are often unpredictable. You have to move fast most of the time - often with less information than you need. It's good to embrace the "action" of the job, because that's what keeps the work exciting. ✋🔥But that action can also be a recipe for burnout. Understanding when to dial things down and focus on self-care, team development and long-term planning is critical. Doing both is possible, but requires self-awareness and intention. #communications #pr #publicrelaitons

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PRO BONO MENTAL HEALTH SERVICES FOR LA FIRE VICTIMS I believe in using LinkedIn and other platforms to share important resources during times of crisis. The devastation caused by the LA fires is overwhelming. Growing up near where the Eaton fire continues to blaze, I am have family and friends who have been evacuated, and personally know people who have lost their homes. While the physical losses—homes, buildings and possessions—are visible and absolutely heartbreaking, the emotional and mental toll is often overlooked. When safety and predictability are shattered, it disrupts the foundation of entire communities. Places tied to memories, connection and belonging are destroyed, leaving behind a profound sense of loss. The mental health impact of wildfires is real and long-lasting. As this New York Times article (https://lnkd.in/gi5PS-wC ) explains, researchers from UCLA and other institutions have documented how the trauma of losing homes, evacuating and facing uncertainty affects mental well-being. It’s an important read for understanding how these events ripple far beyond what we see on the news. If you or someone you know is struggling, here is a list of amazing PRO BONO THERAPISTS in LA offering support during this time. https://lnkd.in/gqdaS7vN Let’s take care of each other with empathy, compassion and understanding. See here for more resources on how to help: https://lnkd.in/gtd36ggH #lafireresources #lafires

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Valuable insights from WE Communications health team detailing the connection between corporate reputation and physician's prescribing decisions. Also goes deeper into the different layers of corporate reputation, from corporate to disease-specific and product level nuances.

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I've been in the PR, comms., and policy advocacy space for more than 20 years... here are some non negotiable factors for success: 1) Writing ability: Persuasiveness, clarity, organization, and yes, speed. These things take time but if you don't like and want to get really good at writing, this biz is REALLY not for you. 2) Resilience: There’s lots of ups and downs. Pitching clients, media, lobbying elected officials, urgent deadlines, late nights, early mornings. Frequent rejection, changes in media landscape, content consumption habits and technology. Reputation crises outside of your control. Budget cuts. Tough skin and old school grit are imperative. 3) News Junkie: If you don't love and closely follow current events particularly in the sectors you work in, you're at a massive disadvantage to others that do. 4) Self Awareness: Understanding of how others perceive you, your work and values. Willingness to absorb feedback. 5) Sense of Humor: Yup, I said it. I’ve literally never met anyone successful in this world who couldn’t elicit a good chuckle. - - - - - - - - - - - - - - - - - - - - - Any big ones you’d add, put them in comments.

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Here's added support for the claim that comms pros are taking their rightful seat at the "strategy" table. Why? Because brand building and reputation management are strategic pillars for businesses. Memo's new "Evolving Role of Comms" report shows: 💡 A 34% increase in comms teams reporting directly to CEOs. 💡 A 26% decrease in reporting to marketing since 2023. 💡 An expanding role for comms, beyond earned media. 50% say they now own executive comms, internal comms, and marketing campaigns. CEOs experienced the value of comms during the pandemic and other challenging events of the early 2020s. These data suggest the C-suite is taking a serious look at a range of reputational risks, including: 🚨 Misinformation and disinformation due to AI. 🚨 Cybercrime, cybersecurity, and customer privacy. 🚨 Activist investors, including those pushing back against ESG policies. 🚨 Macroeconomic uncertainty, geopolitical, and climate events. The report also underscores the power that comes from: ⚡ Sharing executive perspectives to promote understanding of corporate values and ethics. ⚡ Having an aligned workforce. Empowered employees are your best advocates. The most interesting tension in this report is the question of priorities. Gaining competitive share-of-voice (SOV), raising awareness, and amplifying key messages top the to-do list more frequently than, say, managing disinformation or changing perceptions. It's a tightly-knit group of priorities, however. And that speaks to the complexities of modern communications. Comms folks drive clarity about purpose and values. They also understand the importance of closing the gaps between corporate stories and actions. Shout out to the comms folks out there who are claiming more space. Check out the full report in the link below. #Comms #PR #StrategicCommunications

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This is important for #communications pros and our subject matter experts to remember. An interview is a conversation not a rote question asked, prepared answer given. Using talking points rather than scripted answers is more effective for a SME and makes for a better interview. Unfortunately that path isn’t taken as often as it should be.

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