Career advice: Career Change Question

Begin by formulating a detailed plan about what this "public-relations specialist" would do for the hospital. Be very specific about each task or responsibility that you think would make up the job and outline them in detail. These might include how you would:

• Build and maintain positive relationships with the public.
• Draft press releases and contact people in the media who might print or broadcast your material.
• Arrange and conduct programs to keep up contact between organization representatives and the public.
• Prepare annual reports and writing proposals for various projects.
• Plan special events.
• Represent the hospital at press conferences and trade shows if appropriate.
• Track trends that could affect your hospital.
• Find opportunities where the hospital could receive media coverage.
• Offer advice on the strategy and policy of hospital programs.
• Handle organizational functions, such as media, community, consumer, industry and governmental relations.
• Understand the attitudes and concerns of consumers, employees and various other groups related to the hospital, and improve communication within those groups.
• Inform the general public, interest groups and stockholders of the hospital's policies, activities and accomplishments.
• Keep management aware of public attitudes and the concerns of the many groups and organizations with which they must deal.

... to name some of the duties generally associated with a public-relations specialist job.

Once you have a very clear idea of what you are offering to do for the hospital, approach those friends of yours and ask them to arrange a meeting for you with someone who could give you some insight into how the hospital works and how you might get your foot into the door. (Find out how they currently handle PR and be prepared to show that what you offer will enhance their efforts — be careful not to step on others' toes!)

Don't go directly to the top at this stage, as it's better to gather more information about the hospital's concerns and needs before approaching the person with the power to create the position or hire you. When you feel you have gathered as much "inside" information as you can, and have incorporated the hospital's concerns into your proposal and presentation, then ask your contact(s) to arrange a meeting with the person who has the power to hire. Be prepared to present your plan and qualifications succinctly and then listen carefully to the concerns of the decision maker to see if there is some way you can open the lines of communication for a relationship between the two of you.

Be receptive to possibilities other than full-time employment if for economic or other reasons an in-house full-time position can't be created immediately. You might find that you can get your foot in the door doing contract work or project work, or as an independent consultant, and that over time the job can develop into full-time work.

If you prepare well for this by outlining the job duties and responsibilities, defining what you can do, understanding the needs of the hospital and customizing a detailed and complete plan, we're betting you'll soon be working as that public-relations specialist!