Palo Pinto General Hospital
Communications Audit, Crisis Support & Strategic Brand Strategy
Client: Palo Pinto General Hospital
The Challenge
Palo Pinto General Hospital (PPGH), a county-funded public hospital established in 1965, serves the growing population of Palo Pinto County and surrounding areas. In recent years, the hospital faced a series of major challenges: the strain of the COVID-19 pandemic, increased demand from regional growth, and serious reputational damage following criminal misconduct by a former CEO.
With public trust shaken and awareness of hospital services limited, the newly appointed CEO and elected Board of Directors recognized the need for a comprehensive communications strategy to stabilize the hospital’s image and better connect with residents, employers, and visitors.
Our Approach
Pavlik and Associates was brought in during the height of the reputational fallout, providing ongoing strategic counsel to help the hospital manage public concerns, leadership transitions, and media scrutiny in real time.
Following that critical period, our team conducted a full communications audit to assess internal and external messaging, stakeholder perceptions, and brand consistency. From this foundation, we developed a strategic communications plan focused on rebuilding trust, clarifying the hospital’s identity, and increasing community awareness of its expanding services.
Key components of our work include:
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Real-time counsel during two consecutive image-threatening crises
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A tailored crisis communications strategy to guide future responses
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Media training for board members and senior leadership
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Recommendations for brand and messaging updates
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Support for marketing and outreach materials tailored to key audiences
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Ongoing communications guidance aligned with the hospital’s growth
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What began as urgent crisis response has evolved into a trusted, long-term partnership focused on stability, transparency, and community engagement.
The Impact
With steady guidance and a strategic plan in place, PPGH has transitioned from crisis recovery to proactive storytelling. The hospital is now better positioned to highlight its services, leadership, and role in the region—earning back public confidence and building a brand that reflects its values and future.
Services
Provided
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Strategic communications counsel (crisis and long-term)
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Communications audit and stakeholder analysis
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Crisis communications planning
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Media training for hospital leadership
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Visual brand and messaging recommendations
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Community and stakeholder outreach
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Marketing and collateral development
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Media monitoring and performance tracking
Not Your Grandad’s Palo Pinto General Hospital (click to read more)