David Jarrard in partnership with Geisinger Health System Based on the experience of communicating critical healthcare mergers, this book is a practical guide to building a strategic communications plan to share the news of a healthcare organization’s merger, acquisition, affiliation, or joint venture. Tried-and-true advice from experts who participated in 20% of hospital partnerships in 2012, Section 1: The Communicator’s Guide A New Vocabulary      A Glimpse of the Future      Culture Counts How to Use This Guide       Ongoing Online Resource Top 10 Partnership Terms to Know      The Steps of a Partnership Transaction      Partnership Structures Change Management on Steroids  How to Think About Partnership Communications  Your Political Campaign The Big Idea The Best Practice: Create a Campaign Team Take Action: Be a Reporter The Big Idea Take Action: Create Your Core Message The Big Idea Take Action: Ask the Tough Questions The Big Idea Take Action: Plan for Opposition The Big Idea Take Action: Build Your Spokes-Team The Big Idea Take Action: Build Your Audience Lists The Big Idea Take Action: Build a Grassroots Team The Big Idea Take Action: Develop Coordinated Communications Vehicles The Big Idea Take Action: Listen, Listen, Listen! The Big Idea Take Action: Respond Responsibly Take Action: Don’t Abandon “Every Day” Campaigns Simple yet Unique: Why a Deal Website Matters The Next Step: Social Media So, Do I Turn on or up the Social Media Now? Risk and Opportunity Management Faith-Based to Secular Conversion Not-for-Profit to Investor-Owned Conversion Name Change Antitrust Concerns Winning the Public Referendum Facility Repurposing The “New Normal” Campaign Using the Rules in a New Way Two Parallel Tracks Three Phases Case Studies