SITUATION
In 2013, the Wound, Ostomy and Continence Nurses Society ™ (WOCN®) completed an Outcomes Research study that found patient outcomes were more positive when patients received care from a WOC nurse than when they did not. These stellar findings needed to be promoted to media in order to encourage nurses to pursue a WOC career path, encourage employers to seek and hire WOC nurses and to encourage patients to ask for WOC care.
SOLUTION
Association Headquarters (AH) developed a strategic approach to media outreach and media relations in 2013 in order to promote the results of the Outcomes Research and form strong relationships with reporters. The work in 2013 would set a foundation for all future public relations efforts.
The Outcomes Research was publicized through press releases, the WOCN Society website and an advertorial. In addition, the WOC specialty practice was the focus of a healthcare themed insert in USA Today
RESULTS
All of these efforts resulted in 1,218 placements that reached an audience of 97,608,953 and a combined ad value of about $400,000. The WOCN Society achieved coverage in not only its targeted top industry publications, but also in top-tier national newspapers.
As a result of this widespread media attention, the WOCN Society had much more presence online and 
media were able to easily find the WOCN Society when researching related topics. This led to a significant influx of media requests in 2014, even more media coverage on the WOCN Society and strong relationships with key media. In 2013, the WOCN Society received only three media requests while the marketing & communications team built the foundation for 2014, which achieved 15 media requests by September.
This Infographic was created with the Research Outcomes and mailed to WOCN membership as well as the American Organization of Nurse Executives, promoting the findings of WOC Nurses improving patient outcomes and reducing costs.
