Posts Tagged ‘event’

Want to Get a Take on Branding from a Visionary PR Pro?

Wednesday, October 1st, 2014

Public Relations Society of America has chosen Allspire Chair and Evergreen Partners Co-Founder Karen Kessler to speak at the 2014 PRSA International Conference in Washington, D.C. As a leading figure in the public relations world, she has amassed an extensive background in a variety of subjects ranging from reputation management to branding. Kessler has been at the helm of numerous high-profile campaigns involving popular sports teams and a multitude of politicians. In addition to being profiled in The Wall Street Journal, she has been sought as a source of insight on crisis management news by The Star- Ledger and The TODAY Show.

The session focuses heavily on Kessler’s successful plan to brand Allspire Health Partners, a conglomerate compriseBrand Checklist Identity Quality Loyalty on Clipboardd of seven different companies. The union attracted media attention from several outlets, including Fox Business and Thomson Reuters. The task of creating a brand for this new brand fell onto the shoulders of Kessler, who managed to tackle the issue with ease and apply her immeasurable skills to an impressive branding campaign.

Kessler’s vast experience, coupled with her fascinating approach to PR, makes for a captivating presentation that’s a must-see for anyone with an interest in the field. Come to Kessler’s presentation Monday, Oct. 13, at 10 a.m. and learn a thing or two about branding from an expert!

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Karen Kessler to discuss the branding of healthcare group at PRSA conference

Tuesday, September 30th, 2014

karenkesslerheadshot (1)Karen Kessler

President of Evergreen Partners Inc. and Chairman of AllSpire Health Partners

PRSA International Conference 2014 Session Name: “Communicating in a world of mergers, takeovers, partnerships and alliances”

Twenty-five years ago, I was approached to join the Board of Directors of my local community hospital. The board was seeking to diversify and they thought having one female board member might do the trick.

Two decades later, I have now served for six years as Chair of the Board of a two billion dollar healthcare system. Along the way, the community has diversified, the hospital has merged, the Board has changed and the industry transformed. It has been quite a journey and the future looks no less exciting.

When I was a young practitioner of public relations and investor relations, my skill set was not often sought out in healthcare. The industry was so heavily regulated that aside from the infrequent but alarming medical missteps, the role of the communications department was to promote the golf outings and coordinate the service line brochures.

I want to emphasize how vital a strong and innovative communications effort is to the healthcare system of today and tomorrow. In 2013 alone, 98 hospital and health system combinations were announced and during the first quarter of 2014, healthcare M&A total deal value amounts to $12.3 billion dollars.

The success of these megadeals is crucially dependent on a thorough and strategic communication plan. In my session, I will take you through the process of how I branded AllSpire, the largest health care consortium in the country, as well as the hurdles and insights along the way.