Good performance, publicly appreciated. At The Weinbach Group, that's how we define public relations. And when itcomes to healthcare public relations, we apply the same definition – albeit in the context of healthcare. In other words, weleverage our clients' good performance, using healthcare public relations best practices, to make certain their goodperformance is appreciated by the audiences they need to reach. Fortunately, today's world of healthcare public relationsoffers a wide variety of channels to reach our clients' audiences. The world of blasting press releases and hoping for mediahits is long gone. In the modern era of healthcare public relations we continue to utilize targeted outreach and persuasivepitching to generate feature coverage for our healthcare public relations clients. However, we also have new channels andnew methods to craft the narrative for our healthcare public relations clients. From social media, to white papers, to blogposts, to articles, healthcare public relations is driven by content. But having more tactics available for disseminating clientmessages requires a healthcare public relations firm with the skillset and experience to effectively utilize those tactics.