Case Study: Strategic Communications and Reputation Management
Client: Saskatchewan Surgical Initiative
The Saskatchewan Surgical Initiative is a Government strategy aimed at transforming the patient surgical experience and reducing wait times to three months.
As the Saskatchewan Surgical Initiative executes its Sooner, Safer, Smarter surgical transformation plan, they need to build a strong reputation to gain acceptance. So how does the Initiative become relevant to its constituents and engage them on issues and topics they care about?
Strategy to Action
The active process of creating a strong reputation is called “reputing”. Reputing refers to all the actions and communications that make an organization relevant to its constituents.
With nine targeted constituent groups identified, Gryphon created 14 action plans with the Surgical Initiative team to support communication objectives. The activities range from writing more patient and practitioner focused stories to scheduling a year long “constant messaging” strategy supporting key announcements and activities. The communications strategy also recognizes the importance of measurement and a reputation matrix guides, monitors and evaluates communications activities.
Brand awareness is being strengthened, consistent messaging is being delivered, and all communications activities build on previous efforts to move the Initiative forward.
The reputation index provides an annual methodology for determining perception, awareness and sentiment among key constituent groups. With a base line, the tool will be used at the end of each year to determine constituent understand and support, knowledge translation, and communications effectiveness.