HOUSTON, March 17. 2007 –Ed Schipul, CEO of Schipul – The Web Marketing Company (www.schipul.com), will be a presenter at the 19th Annual PRSA Health Academy Conference.  Schipul will lead a professional development session entitled “Social Media in Healthcare: How PR can Ethically Penetrate Internet-Based Communities.” He will update participants on the profound impact of the next generation of the Internet on the way public relations practitioners in healthcare do their jobs.   

The role of the Internet has changed, with Web visitors becoming Web users – full participants in the online discussion. With this new form of media comes the need for healthcare organizations to develop new communication strategies and techniques. 

“Web sites have evolved, fostering more social interaction among visitors,” said Schipul.  “In healthcare, especially, numerous Internet-based communities have sprung up to serve visitors seeking to share stories and offer support for healthcare concerns.  As part of a successful communication strategy, PR professionals need to consider the ethical issues that arise when dealing with these online communities to build relationships and get their healthcare messages out.” 

At the conclusion of his presentation, participants will understand how “social media” has built an online world where people with different backgrounds but common interests can share their knowledge and confront problems.  Schipul will advise on best practices for healthcare organizations to monitor and participate in relevant conversations with online communities.  

Schipul’s hour-long presentation will take place on the last day of the conference, April 4, 2008 at 10:30 a.m.

Schipul – The Web Marketing Company serves associations around the world with the Tendenci association management software (www.tendenci.com). Using Tendenci can make an association’s Web site an integral part of its operations by automating many time-consuming functions such as event registration, membership data management, business directories and job listings.

The 19th Annual PRSA Health Academy Conference will be held April 2 - 4, 2008 in Chicago at the Marriott Downtown on the Magnificent Mile.  Registration information for the three-day conference is available at www.healthacademy.prsa.org

About Schipul - The Web Marketing Company

Schipul - The Web Marketing Company developed and builds on the Tendenci® association management application, which has more than a half million users worldwide. Schipul is based in Houston, and provides marketing services on the Internet to a variety of service industries in local, national and international markets. Schipul's clients include American Association of Dental Office Managers, National Pharmacy Technician Association, Texas Association of Nonprofit Organizations, Wolff Companies and DPK Public Relations. Additional information about Schipul is available at www.schipul.com and www.tendenci.com.