Hospital Communicators Gather at MHA Communications Retreat

Attendees at the 2025 MHA Communications Retreat on Oct. 1, 2025, gather in a lecture hall for small group discussions. Participants are seated in clusters, reviewing papers, taking notes, and collaborating in an interactive session.
Attendees during the 2025 MHA Communications Retreat on Oct. 1, 2025.

The 2025 MHA Communications Retreat brought together about 100 communications, marketing and public relations professionals from MHA-member facilities Oct. 1 to network and learn from peers across the state. The agenda featured sessions on reputation management and crisis communications.

The event began with a communications alignment activity, followed by state and federal healthcare updates from Laura Appel, executive vice president of government relations and public policy, MHA. She outlined how hospital leaders and communications teams can navigate new challenges in the evolving healthcare landscape and emphasized the importance of uplifting messaging that tells the hospital story.

Tim McIntyrce, an experienced communicator and former Domino’s Pizza executive, dived into reputation management, drawing parallels between his experience and the issues hospitals face today.

A panel discussion was conducted on crisis communications, focusing on lessons from past healthcare crises and strategies for working with and leveraging media relationships. Jeff Gaunt, founder and principal of Gaunt Strategies, moderated the panel comprised of Catherine Dewey, regional marketing communications manager, Munson Healthcare, and Mark Geary, senior director, communications & external affairs, Corewell Health.

The event concluded with an interactive tabletop exercise led by Gaunt. The session highlighted best practices in crisis communications using real-world examples and emphasized the importance of speed, accuracy, empathy, transparency and accountability. Attendees left with a first-hour checklist, templates and an action plan to help strengthen crisis communication readiness within 30 days.

The event was sponsored by  Bellwether Public RelationsMHA Data Services (Community Benefits Tracker)KU Audio Production and MHA Print & Graphic Services. Members seeking more information and resources from the event may contact John Karasinski at the MHA.

MHA CEO Report — Adding Value for Hospitals

MHA Rounds graphic of Brian Peters

“Our favorite holding period is forever.” Warren Buffett

I discussed last month how the MHA continues to create highly successful and impactful outcomes for our members through our outstanding advocacy in the public policy arena, at both the state and federal levels. This has long been a hallmark of the MHA, as we have established ourselves as a trusted, credible and powerful leader in Lansing and in Washington, DC.

I am forever mindful of the old business axiom, “If all you have is a hammer, everything starts to look like a nail.” I have always believed the very strongest associations are able to carry a full toolbox to the worksite, to tackle complex challenges in multiple ways. The reality is that there are certain issues that don’t lend themselves – either partially or fully – to a solution that emanates from the halls of the legislature, the executive branch or the courts. The historic work of the MHA Keystone Center, which has created positive, life-saving changes through voluntary improvements in hospital-based safety and quality, is one perfect example of this philosophy at work. I would like to shine a light this month on the impactful work of the MHA Service Corporation, which houses several in-house service lines, as well as partnership offerings.

Unemployment claims cost hospitals significant time and money – the MHA Unemployment Compensation Program (UCP) successfully eliminates that burden for Michigan hospitals and over 700 clients throughout the United States. The UCP has processed thousands of unemployment claims, saving clients millions of dollars every year since 1972. The MHA UCP was also recognized in 2024 by the National Association of State Workforce Agencies (NASWA) for the MHA UCP’s commitment to utilizing the NASWA’s nationwide, web-based system for receiving new claims and responding to state unemployment agencies. This national recognition affirms the MHA UCP’s dedicated work to reduce unemployment liability for its clients, decrease unemployment fraud and prevent waste with state unemployment agencies.

Similarly, the MHA Data Services division has been serving Michigan hospitals since 1975, and now has more than 500 healthcare entities nationwide using our products to formulate market strategies, track community benefits and improve care quality. The State of Michigan, academic researchers and others also rely on the robust data contained in our Michigan inpatient and outpatient databases.

The MHA Graphic Design & Print Services division provides services to Michigan hospitals, as well as large and small clients throughout Michigan. Even our state’s two largest universities – the University of Michigan and Michigan State University – are long-time clients. With state-of-the-art equipment and highly skilled professionals on staff, we are able to consistently provide superior customer service, fast turnaround, competitive pricing and a high quality product.

Finally, the most recent offering in our portfolio is the MHA Endorsed Business Partner program. The MHA meticulously vets all partners to ensure they meet best-in-class quality standards, and that they have an established track record demonstrating their capability and trustworthiness. Among our current Endorsed Business Partners are firms specializing in workforce solutions, revenue cycle management, cybersecurity, behavioral health, supply chain and more.

For nearly the last decade, we have had a dedicated governing board overseeing the operations of the MHA Service Corporation, ensuring that all our current and future programs are on point. I would like to thank our current MHASC Board Chair Kent Riddle, CEO of Mary Free Bed Rehabilitation Hospital, for his tremendous leadership.

All these offerings have three things in common. First, they add tangible, direct value to our member hospitals and other clients. Second, they create revenue streams for the association that support our critical functions and moderate the need for membership dues increases. Lastly, consistent with our corporate culture that has intentionally focused on building, fostering and maintaining genuine, trusting relationships with our members, lawmakers, the media and others in the public policy arena, the same philosophy holds true here. As Warren Buffet has famously articulated, we are not in business for quick gains. We are here for the long haul.

As always, I welcome your thoughts.

Public Relations Professionals Gather at MHA Communications Retreat

MHA Events
Sue Tetzlaff, co-founder, Capstone Leadership Solutions; Emily R. Sexton, communications coordinator, Holland Hospital; Hannan Deep, director of strategic communications operations, Henry Ford Health; and Lauren Zakalik, director, public & media relations strategy, Henry Ford Health, during a panel discussion. 

The 2024 MHA Communications Retreat brought together nearly 100 communications, marketing and public relations professionals from MHA-member facilities May 7 to network and learn from peers across the state. Topics on the agenda included artificial intelligence (AI), behavioral health, the healthcare workforce and internal communications.

The event began with several speakers presenting on how they are using communications tools to assist in reacting to the behavioral health crisis. Speakers included Kara Gavin, lead public relations representative, Michigan Medicine; and research & policy media relations manager, U-M Institute for Healthcare Policy and Innovation; Jim Rose, director of marketing and communications, Pine Rest Christian Mental Health services; Dallas Rau, executive director, Great Lakes Bay Region Mental Health Partnership; and Tera Szeliga, director of marketing, communications and Institute for Leaders, Great Lakes Bay Regional Alliance.

A panel discussion was conducted discussing communications strategies to address the healthcare workforce and the importance of engaging with government relations and advocacy efforts. Angela Minicuci, APR, partner, Martin Waymire, moderated the panel comprised of Laura Appel, executive vice president of government relations and public policy, MHA, and Megan Brown, chief marketing and communications officer, Munson Healthcare. MHA CEO Brian Peters followed the panel with an update on the MHA strategic action priorities.

AI industry experts Joshua Wilda, chief digital and information officer, University of Michigan Health – Regional Network; and Tony Lambert chief technology officer, TechSmith, presented on the AI trends in healthcare and hospitals and how its impacting communications and marketing.

The event concluded with a topic focused on internal communications strategies hospitals can implement to celebrate their workforce and tactics they can use to address employee morale, support recruiting and improve brand perception. Each speaker shared strategies for different sized hospitals. Those speakers included Sue Tetzlaff, co-founder, Capstone Leadership Solutions; Emily R. Sexton, communications coordinator, Holland Hospital; Hannan Deep, director of strategic communications operations, Henry Ford Health; and Lauren Zakalik, director, public & media relations strategy, Henry Ford Health.

The event was sponsored by Martin Waymire and MHA Data Services, who attended the event and provided resources about their products and services. Photos from the event are available on the MHA Facebook page. For more information and resources from the event, contact John Karasinski at the MHA.