Transcript see presentation - Frank Public Relations

Healthcare in the News for 2005
Future Care 2005
Sponsored by MCOL
Presented by Peggy C. Frank, MBA
The Healthcare Trends Driving
Coverage in 2005
Is your organization missing out at grabbing headline
attention-getting news?
Don’t let the competition leapfrog your ability to garner the
news coverage that your organization deserves!
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January 2005
Find out what the reporters have designated as their focused
healthcare coverage stories for 2005
See how reporters weave in trends with local, regional, state,
and national news
Learn how to play the ‘news of the day’ game
Leverage your news coverage possibilities
Become the recognized expert
Media Interview tips
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The Reporter’s Notebook:
Top predictions for 2005
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Healthcare quality and availability
Healthcare costs: Where money meets medicine
Drugs: Safety, Rationing, Pricing, Reimportation,
Clinical Trials
Obese Americans
Healthcare IT: Hospitals, Providers, Health Plans,
Patients
Employers: Cost saving strategies for insuring
employees
Clinical Issues: AIDS, Cancer
Medicare Costs (Drug benefit kicks in 2006)
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How to Jump on the Coverage
Bandwagon!
Now that you know what is top of mind for reporters, think about
how your organization can attach itself to these issues.
Here’s some tips and coverage beats from nationally recognized
reporters who recently participated in a Healthcare PR
seminar, hosted by BullDog Reporter. These are story
angles that they cover and will be pursuing for 2005.
Get ahead of the competition, and pitch story ideas to these
reporters. Don’t stop here. Look at the media where you get
your news, look at the bylines, and pitch to these reporters,
too.
Your news coverage for 2005 is only limited by your media
savvy.
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BusinessWeek
Catherine Arnst, Sr. Writer
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January 2005
Focus is on medicine, early stage
development
 Cancer treatments, research into
brain, new medicines for pain, bioengineered tissue, high cost of drugs,
drug rationing, immunology, and
neuroscience, Alzheimer’s.
 [email protected]
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U.S. News and World Report
Susan Brink, Senior Writer
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January 2005
Focus is on health and medicine: How
the healthcare system impacts the
consumer
 Medicine, clinical drug trials, obesity,
how healthcare delivery system works
for consumers, health insurance,
managed care, the uninsured, and
clinical topics, such as cancer, AIDS
[email protected]
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San Francisco Chronicle
Victoria Collier, Business Writer
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January 2005
Focus is on covering the business of
healthcare, regionally
 “Where the money meets medicine”
 Local issues: Insurance, hospitals,
health plans, drugs costs, legislation
 National issues: Medicare
[email protected]
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CBSMarketWatch.com
Laura Gerencher,
Healthcare Reporter
Focus on breaking news
 FDA, drug recalls, clinical news,
healthcare incentives/financial,
conflict of interest, consumer-driven
healthcare, the uninsured
 Also writes weekly “Vital Signs”
column – how to get most value for
your dollar, cost saving strategies
[email protected]
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National Public Radio (NPR)
Helen Palmer, Senior Health Desk
Correspondent
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January 2005
Focus on daily health and business
coverage
 Medical liability or law suits filed
against major drug companies and
food companies for obesity, improving
quality of care, FDA, drug costs,
health care prevention
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The ‘News of the Day’ Game
How to Play to Win
January 2005
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Now that you have an idea of what some key reporters cover, think
about your organization. Tap into the power of today’s headlines, by
linking what your organization does with the “news of the day.”
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Take the list of hot topics that reporters will be covering for 2005 and
see how your organization impacts these trends.
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If you read an article or hear a news report and you can demonstrate
how your organization’s product or service offering may mitigate the
challenge or problem addressed by the report, pick up the phone or
email the reporter.
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News is a two-way process. Reporters need YOU and visa versa.
Build rapport with reporters to gain a reputation as “expert” in your
industry. Establish you and your organization as he source to go to for
background information as well as quotable quotes.
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Media Training
Getting to Know Them
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Vital Link to the Public
Communicating information
Shaping public opinion
Message, idea, point of view
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Get the Most Value from your
Interview
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Define Your Message and Stick to It
It is your agenda
Message track
Supporting Points
Audience
Q&A
Prepared, focused, positive
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Control the Interview to Get the
Results YOU Want
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Stay in charge
No hypotheticals
No negatives
Stick to your area of expertise
Don’t sell your first born child –you don’t
need to give it all away
Whatever you say will can and may be
used against you! Do not say anything
that you do not want printed or repeated.
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Hostile Situation Helpers
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Rapid fire questions (choose one)
Words in your mouth (restate your
message)
Friend (no, reporter)
Untruth/distortion of fact (correct
mistakes)
Controversial/critical (not my area of
expertise--but what I do know is……)
Interrupts (politely assertive)
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Basic Ground rules for Interviews
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On the record/off the record
Background
Not for attribution
Audience
Purpose
Others interviewed
Accuracy
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Interview Preparation Tips
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Know the audience/interviewer
Prepared, message track, builds
Anticipate, Agenda
Research
Direct, Brief, No Jargon
Practice out loud, stand up, mirror
Body language/eye contact
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Feedback You Can Live With
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You can’t predict
that you’ll always
be quoted
accurately
You can’t review
the article before
it’s printed
YOU CAN BE
WELL
PREPARED!
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References
BullDog Reporter PR University seminar,
Thursday, December 2, 2004, “Leading
Healthcare Business Journalists Predict Tends
Driving Coverage in 2005.”
www.infocomgroup.com
Frank Public Relations Worldwide
About Frank Public Relations Worldwide
Frank Public Relations Worldwide is a strategic health care
public relations, investor relations, and marketing company,
based in Los Angeles, CA. Principal Peggy C. Frank, MBA,
has more than 28-years experience in all facets of healthcare
PR and marketing, including 18 years in hospital public
relations, and 4 years in managed care public relations. Frank
Public Relations specializes in small and medium sized
companies with modest public relations’ budgets.
Clients include healthcare technology, insurance,
biotechnology, physicians, hospitals, health plans, laboratory
services, and physician management organizations.
[email protected], or 818.735.3591.
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