Building a Successful PR Strategy to Support a Brand Transformation

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Rebranding the nation’s largest nonprofit health care system was a monumental undertaking that took Ascension more than three years to complete. Johnny Smith, Senior Director of Marketing and Communications for Ascension, will discuss how Ascension developed and implemented a comprehensive PR strategy to support the brand rollout across 2,600 sites of care in 21 states and Washington D.C.

Johnny will walk participants through his team’s strategic approach to the rebrand at the national and market level, including media relations, internal communications, social media and event planning. Attendees will gain valuable insights on how to successfully manage PR for a brand transformation.

Speaker Bio:
As Senior Director of Marketing and Communications for Ascension, Johnny Smith Jr. leads public relations for the nation’s largest nonprofit health system. Smith is responsible for thought leadership, reputation management, public affairs and positioning for the $30 billion organization and its subsidiaries. Previously, he worked with St. Vincent Health and Indiana University Health in Indianapolis. Smith holds an M.A. from Johns Hopkins University and a B.S. from Ball State University. He serves on the American Lung Association National Board and the PRSA National Diversity and Inclusion Committee. In 2018, he was honored on PR Week’s prestigious 40 Under 40 list.