Peoria native Theresa Schieffer, assistant director of Public Relations at OSF Saint Francis Medical Center, intended to teach high school English when she graduated from Bradley University with a teaching degree. But then a side interest turned into a career. "I took what I thought would be a temporary detour when an opportunity arose to work for a weekly newspaper. After eight years as a reporter and editor, I decided to try my hand at a related field: public relations. Coincidentally, the position of assistant PR director at OSF Saint Francis opened up at that time. That was nearly 19 years ago," she said.

Schieffer said Robert Burns' famous words about "the best laid plans of mice and men" definitely apply to her career. "However, straying from my original plan resulted in some nice variety in my professional life. One thing seemed to lead naturally to the other. In addition to being a good springboard to my work in PR, my newspaper experience proved extremely important on a personal level because it was at that job that I met my husband. The only time I regret not pursuing a teaching career is when summer vacation rolls around. Teaching looks quite appealing to me then."

She began her long association with OSF purely by chance-although it was her top choice. "When I decided to make the transition from journalism to public relations, I made a list of places where I thought I'd like to work, unaware if there were job openings there. I thought I'd start out by sending resumes to the top four places on my list and see what kind of response I got. I ended up with two job offers. Which offer to accept was an easy choice for me because I had put OSF Saint Francis at the top of my list, due to its reputation as a leader in health care, as a leading local employer, and as a faith-based organization with a mission of serving God's people," Schieffer said.

As editor of the biweekly employee newsletter, Schieffer's primary responsibility is writing. "I'm also involved in other OSF Saint Francis-produced publications, such as one of our annual reports and some booklets. One of the booklets I particularly enjoy working on is 'Stories for the Soul,' which shares inspiring stories about good deeds performed by OSF Saint Francis representatives. In addition, I contribute health-related articles to local periodicals," she said.

In her nearly two decades with OSF, Schieffer has seen many changes in health care communication, but perhaps none so dramatic as the Internet. "Because of the Internet, health care consumers now have at their fingertips access to a wealth of health-related information. However, not all Web sites that deal with this subject offer reliable information, so consumers need to be discerning. PR professionals in the health care setting can help consumers by providing credible information from experts within their community who are here to serve them."

Schieffer said one of the misperceptions she encounters in her job comes from former colleagues. "There seems to be an attitude among journalists that anyone who leaves their ranks for a PR job has gone over to 'the dark side.' Of course, that's because some PR people, in their quest to put a positive spin on anything and everything, end up spinning stories that have no resemblance to fact. However, PR professionals actually can be ethical and have integrity. I wouldn't be involved in public relations for a company whose standards about truthfulness are subject to compromise. My job offers me an opportunity to promote the work of a mission-driven health care provider by making the public aware of the services it offers. In addition, I help advance my employer's goal of making the community healthier by writing educational articles about health-related topics, drawing upon the expertise of the medical center's professionals."

Not surprising for someone who works for her employer of choice, Schieffer delights in many aspects of her job. "I enjoy the satisfaction that comes from feeling I've helped to advance a cause I believe in. It's rewarding to receive positive feedback from people to the effect an article I've written has helped them in some way. The challenge comes from anticipating needs, in terms of health care communication, and trying to address them," she said.

Schieffer is well known at OSF for extending herself beyond her job description and taking on campus-wide programs. "A couple of years ago, I was asked to serve on a committee that was charged with developing a program within OSF Saint Francis that would tie in with a corporate-wide initiative. This initiative is twofold: increasing employee awareness of the medical center's mission and promoting among employees the concept of being part of a 'community of caregivers.' This committee, known as 'Mission Integration,' conceived the idea of presenting Mission Fairs, to be held in the OSF Saint Francis chapel. This ongoing program has been extremely well received. One of my other main activities not directly related to my PR work is playing a leadership role in a recognition program known as 'Heritage Hall of Fame.' This program honors OSF Saint Francis representatives who've made a lasting impression on the medical center through their sustained excellence on the job," she said.

Outside of work, Schieffer expands her horizons as well-through travel. "My husband, Gary, and I have been to Europe twice and have traveled extensively throughout the United States. We especially like going to art museums, zoos, and baseball games. We've been to 20 Major League ballparks so far."

Even with her full plate, Schieffer said she hopes to add even more to her job description in the future. "I would like to continue my current pursuits, plus be involved in expanding internal communications." TPW