February 04, 2016
/ by Maria Materise
The stakes for PR are high in the healthcare industry. One wrong step could blow up into a huge crisis. But for Verónica González, the challenges present greater rewards.
In this interview, Verónica, who leads PR agency Porter Novelli’s health and wellness practice in Mexico City, opens up about practicing PR in Latin America, her passion for healthcare communication and her transition from journalism to PR.
As a reporter working for Good Housekeeping Latin American edition, I received a lot of press releases from PR agencies. And I realized, as we began to experience the shift away from print media, that I would have a better chance at writing about healthcare from the PR side. While my name wouldn’t appear in a byline, I would still get to read my stories in the media. And it is the way it has been all these years.
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I will lead the development of Porter Novelli’s health and wellness practice in Latin America and will be responsible for overseeing the agency’s work with health and wellness brands. Porter Novelli has a long and notable heritage working on important and impactful healthcare campaigns, and I hope to bring that heritage to the region and continue building on it.
Health behaviors are not easy to understand, so every single time we develop a proposal, my biggest challenge is to find the right insight to build on. Porter Novelli’s proprietary methodology is very useful to create powerful healthcare communication programs.
When I know that a patient got the right diagnosis or the right treatment because of a campaign I was part of.
There is a park near Porter Novelli’s office in Mexico City. I like to get a walk each day to clear my thoughts.
I like to have fun with my family and friends, read and go to the movies.
Facebook for personal purposes and LinkedIn for work, because it is very easy to get connected to key people.
In Latin America, it’s very important to speak English very well. There are a lot of good candidates applying for positions within PR agencies, but unfortunately many of them speak very basic English.
I hope to contribute to the success of Porter Novelli in Latin America, to my clients’ business goals and to help people make better informed decisions in health.
1. I always thought I’d be…a journalist.
2. The most interesting fact about me is…that I invest more than 1,000 hours every year studying health issues.
3. My guiltiest pleasure is…working very early hours — I start working at 4 or 5 a.m.
4. My greatest inspiration is…my kids.
5. I’m at my best when…I develop disease awareness campaigns focused on changing patients’, healthcare professionals’ and influencers’ behaviors and attitudes.
6. My most prized possession is…my engagement ring.
7. The thing that gets me up in the morning is…my kids.
Image via Verónica González
Images via Pixabay: 1, 2, 3, 4
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