Two Hospitals in Orlando remind us of an important PR truth

When it comes to public sentiment, it’s hard to be a hospital.

Although hospitals work to heal, tragedies take place within their walls. That’s the nature of what they do. That’s why we love seeing the positive sentiment and goodwill toward two hospitals in Orlando that announced an inspiring decision last week.

Orlando Regional Medical Center and Florida Hospital will not be billing the survivors of the Pulse nightclub shooting that were treated in their facilities.

Orlando Regional Medical Center treated the majority of shooting victims and is expecting unreimbursed costs to add up to $5 million. They will bill insurance for patients who have it, but will not ask for any patient copays. Florida Hospital, who treated 12 victims, will not bill for any services, which amounts to over $500,000.

This kind of heartwarming news reminds us of an important truth: sometimes PR is just about doing the right thing.

We’re inspired because these hospitals are truly carrying out what they claim to stand for. “We are dedicated to providing a healing environment that embraces quality care, promotes health and safety, and delivers the best possible patient experience,” reads Orlando Regional Medical Center’s website. Florida Hospital writes that it “understands these are challenging times for patients who need care but are unsure how much it will cost and how they will pay for it.” Through the decision to not bill patients, each of these hospitals has backed up their words with actions.

Good PR is about building relationships and positivity toward a brand. That happens when the public genuinely respects it. And that happens when a brand carries out what it stands for.