For Heather Schablik, account supervisor at the Nashville-based Katcher Vaughn & Bailey Public Relations, there were numerous lessons learned while working on the Culture of Wellness program for client BlueCross BlueShield of Tennessee. The principal one was in making sure that all traditional and nontraditional media channels be leveraged in getting the program’s key messages out to its core audience of employees:
“A good communications programs utilizes a variety of channels, formal and informal,” Schablik explains. “Everyone responds differently to information sources. Putting the messages out on different platforms allows for maximization of message retention.”
There were times when the team thought they might be overcommunicating their message—spreading it across too many communications channels—but ultimately they stuck to their plan. “We did what we needed to be done for that audience.”