a.k.a. Everything you ever wanted to know about

Transcript:a.k.a. Everything you ever wanted to know about:
a.k.a. Everything you ever wanted to know about healthcare technology public relations, but were afraid to ask because you thought you were supposed to know the answer already… April 7, 2014 What is considered part of public relations? Planning and strategy Positioning/messaging News releases /media alerts Pitch development Trade show support Awards Crisis communications News monitoring and analysis Analyst relations Investor relations Thought leadership Content development Article/ case study / white paper writing Speaking opportunities Media kits Media training Measurement and reporting 2 I think PR is going to be effective for my organization, what do I do first / next? Positioning and messaging Strategy Inventory of assets: Thought leaders Thought leadership concepts News Data Budget Internal vs. external resources Media lists Editorial calendar Speaking / awards calendar Rough map of next six months Go! 3 Can I have a copy of my media list? Yes! 4 Should I do a press releases? Is a release the right vehicle? What should they be about? News Momentum (wins, growth, hires, partnership) Offerings (new products and services) Issues (maybe) What shouldn’t they be about? Does anyone read them? Will they get coverage? Not always, may need to set expectations. How often should I do them? Will they be good for my SEO? 5 What makes a good press pitch? Aligned with focus of publication, issue and reporter/editor Significant or buzz worthy Timely (just / is about happen, or ties into something that just / is about to happen) Brief Easy to understand No sales pitches: Customers Data Experts “Consultants” Delivered thoughtfully, politely, persistently, and with ability to discuss topic and flexible approaches 6 How do I build good relationships with key reporters? Give them what they need Offer credible, interesting pitches Be flexible Know what you are talking about Do your homework Empathize Meet them Don’t let them down Stay classy 7 How do I know if I should engage a PR firm? You have more to do than you and your team can do You feel like you are leaving opportunities on the table You want a resource that is more flexible than a hire You want to leverage existing relationships vs. building your own You have budget You need another marketing voice at the table internally 8 What is the right division of labor with between the agency and the client? Resources, politics and culture will largely dictate this, but