Trinity Health: Media Placement in CNBC

TL;DR: By securing a live broadcast interview on CNBC, Geben Communication leveraged the expertise of Trinity Health’s CEO to discuss the vaccine rollout and promote confidence during a crucial time period in which vaccines were just being administered to the population.

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the concept

In December of 2020, the first two COVID-19 vaccines were approved for emergency use by the FDA. As one of the largest not-for-profit health systems in the country with 92 hospitals nationwide, Trinity Health’s leaders felt they had a responsibility as an organization to promote confidence in the safety and efficacy of the new vaccines, with a firm belief that it is the best path for ending the pandemic.

In order to achieve this, our goal for media relations was two-fold:

Elevate the expertise of Trinity Health’s trusted C-Suite to reach national audiences about the vaccine rollout and instill confidence in the science behind them
Position Trinity Health as a go-to leader and resource in the COVID-19 fight while combating misinformation

In addition to helping shift negative public perception of the COVID-19 inoculations, Trinity Health had a broader goal to secure a national on-air interview with its CEO as the health system’s top spokesperson for the latest updates on vaccine rollouts across the country.

Geben Communication developed a media relations strategy that aligned with Trinity Health’s goal of elevating the expertise of its leaders during a pivotal moment in the COVID-19 fight.

the execution

Geben created opportunities to insert Trinity Health and its leaders into the conversation. While capitalizing on recent news that was being dominated by COVID-19 vaccine topics, Geben’s pitch to a CNBC booking producer positioned Trinity Health’s CEO as an expert to discuss vaccine rollouts at hospitals across the country and the fight against the virus.

the result

Using a targeted approach, these efforts resulted in a live broadcast interview on CNBC’s “Squawk on the Street” with Trinity Health’s CEO, Mike Slubowski on Christmas Eve. With this placement, we met Trinity Health’s goal of elevating the expertise of Trinity Health’s executives to reach national audiences about COVID-19 vaccines, positioning Trinity Health as a go-to leader and resource on the latest news about the pandemic.