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Emmanuel Hospice is a growing nonprofit in a crowded field of providers of hospice and palliative care services across Michigan – a field where there is little distinction.

In addition to creating timely press releases and media pitches, we recommended a series of bylined articles using our Michigan news bureau that would allow Emmanuel to distinguish itself and showcase its expertise in end-of-life care.

We curated a wide range of topics for the year, then interviewed Emmanuel staff to gain their unique perspective on the chosen hospice topic. We targeted publications in the nonprofit’s geographic service area and gauged their interested in receiving monthly articles. The arrangement was simple: The columns provided would be free to use, along with an accompanying photo, in exchange for giving Emmanuel Hospice the byline.

Emmanuel was the only West Michigan hospice provider to secure these placements, which have led to increased awareness of the organization, calls for service and social media engagement. For all coverage combined, the potential reach of readers is estimated to be in the tens of thousands annually. The articles are also posted to the nonprofit’s website, which improves SEO, and are shared on social media to further their reach.

We have received awards for the feature articles from the West Michigan Public Relations Society of America annual PRoof Awards since 2019.



Media strategy
Feature articles

The potential reach of readers is estimated to be in the tens of thousands annually.

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