Team Sarah”: How a Small Group of Public Relations Volunteers Helped a 10-Year-Old Get New Lungs and Changed U.S. Transplant Policy

Marjorie Kruvand

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Team Sarah”: How a Small Group of Public Relations Volunteers Helped a 10-Year-Old Get New Lungs and Changed U.S. Transplant Policy

机译：萨拉团队”：一小群公共关系志愿者如何帮助10岁的年轻人获得新肺和改变美国的移植政策

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When 10-year-old Sarah Murnaghan was in dire need of a lung transplant, a small team of public relations practitioners volunteered to help make it happen. "Team Sarah," as the professionals became known, quickly implemented a zero-budget, pro bono campaign that integrated media outreach, social media activity, and government relations. The team generated extensive media coverage and social media attention and prompted several political officials to advocate for Sarah. These efforts not only raised the visibility of Sarah's case and helped her get donor lungs in only three weeks, but also changed U.S. transplant policy. Because this was the first time a comprehensive and professional strategic communication campaign had been used to aid a patient awaiting a transplant, the impact of Team Sarah's efforts has sparked both praise and criticism.

机译：当10岁的莎拉·穆纳汉（Sarah Murnaghan）急需进行肺移植手术时，一小批公共关系从业人员自愿帮助实现了这一目标。专业人士广为人知的“莎拉团队”迅速实施了一项零预算，无偿的运动，该运动整合了媒体宣传，社交媒体活动和政府关系。该团队引起了广泛的媒体报道和社交媒体关注，并促使数名政治官员倡导萨拉。这些努力不仅提高了Sarah案的知名度，并帮助她在短短三周之内就摘下了供体肺，而且改变了美国的移植政策。因为这是第一次使用全面，专业的战略交流活动来帮助等待移植的患者，所以Sarah团队的努力所产生的影响既引起赞誉又受到批评。

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《Case Studies in Strategic Communication》 |2014年第2009期|共32页
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Marjorie Kruvand;
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中图分类战略学;
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Team Sarah”: How a Small Group of Public Relations Volunteers Helped a 10-Year-Old Get New Lungs and Changed U.S. Transplant Policy

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