ORANGE, CA: St. Joseph Hospital has selected Paine PR as its agency of record, after being without external PR support for over 15 years.
Cynthia Rude, SVP and assistant GM at Paine, said the majority of her firm's work will be done on the local level. She named community outreach, media relations, and internal relations with doctors and nurses as the main areas of initial focus. She did not discount any unexpected or eventual national opportunities, however.
St. Joseph has the busiest maternity center in the county. The nonprofit, Catholic organization is also ranked third in the state of California for surgical volume, fourth for baby delivery, and fifth in ER traffic.
"We want to get the message out to the local community about these levels of volume, as well as St. Joseph's excellent clinical outcomes," said Rude.
The agency will also work to familiarize the community with the hospital's specialty centers for oncology, cardiology, orthopedics, emergency, and women's services.
The account, for which a budget would not be disclosed, is being led out of Paine's Orange County office. Rude's team of five will work alongside the hospital's PR manager, Marie Kroesen Connell, and the marketing department.
St. Joseph heard pitches on an invitation-only basis, and selected Paine because its "environment closely mirrored ours in terms of values," according to Connell. "In addition to being very qualified, Paine's record of giving back to the community and retaining employees is very much in line with how we do things here."