For Employers Serving many in the medical field, Brian Salisbury believes some of the most important qualities a PR person can have include the ability to work with different personalities and the ability to listen and understand what clients are saying. He initially focused on healthcare clients when he started his public affairs, marketing and communications consulting company, since his most recent experience had been in that field. Salisbury has since branched out, but he still courts clients in the medical field. It really doesn't. With communications, public affairs and editorial services, the industries might change, but the deliverables remain the same.
Press releases are press releases and speeches are speeches.
You're helping the client develop and deliver their message by the most efficient means possible through the most effective media possible. What I do is take what I have learned throughout all of my background in communications and bring it to the different clients. Healthcare is one part of it. When you meet a client, you want to be able to handle any problem they've got, whether it's evaluating their entire communications program, simply writing a press release, developing an annual report or doing collateral brochures. You can't be all things to all people, but you have to put yourself in a position where you can at least hear what they need and provide a solution.