title: When a big name isn't enough.
authors.affiliation: Public Relations Society of America, USA. Rhoda.Weiss@prsa.org
authors.forename: Rhoda
authors.initials: R
authors.lastname: Weiss
mesh_terms: D001364:Awareness; D005431:Florida; D008389:Marketing of Health Services / Q000379:methods*; D019982:Organizational Case Studies; D011641:Public Relations