In this episode of the Paid Media Playbook, we engage in a compelling conversation with Erika Hermanson, the Director of Communications at Providence Swedish. Erika shares her inspiring journey into communications, tracing her passion back to high school and her involvement in the Future Business Leaders of America. The discussion delves into the challenges and triumphs of healthcare communications, particularly during the COVID-19 crisis. Erika highlights the 'Proudly Providence Swedish' campaign, which celebrates the stories of caregivers and their connection to the organization. The episode also explores the roles of paid and organic social media, the importance of aligning communication with organizational values, and offers career advice for budding professionals.

00:00 Introduction to the Paid Media Playbook

00:40 Meet Erika Hermanson: Director of Communications at Providence Swedish

00:50 Erika's Journey into Communications

02:22 Challenges in Healthcare Communications

03:41 Proudly Providence Swedish Campaign

06:25 The Role of Social Media in Healthcare

10:09 Transitioning from Agency to In-House

13:16 Providence Swedish Values and Mission

18:20 Advice for Aspiring Communicators

20:07 Conclusion and Final Thoughts

Links and Resources:

• Erika Hermanson on LinkedIn
• Lisa Wekellis on LinkedIn
• Laura Szczes on LinkedIn
• Double Z Media Website
• Double Z Media on LinkedIn

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