Transcript see webinar presentation

Future Care 2006
January 17 – January 27, 2006
Healthcare Public Relations Unleashed
Presented by
Peggy C. Frank, MBA,
Frank Public Relations Worldwide
Frank Public Relations Worldwide
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Unleash These Three Important
PR Trends to create Sustainable
Competitive Advantage
 Revamp
your website
 Disruptive Technologies: Use and
embrace new media technologies
 Invite your PR Pro to your
managements’ inner circle team
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Trend One: Websites
Is your site inadequate for visitors, including
reporters?
Your website is your very best “first impression.”
Are you maximizing your website’s ability to
leverage and champion your image and
reputation?
According to Bulldog Reporter:
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There’s a huge gap between what journalists expect to see on corporate
sites — and what PR practitioners actually provide online.
Journalists nationwide complain that while many sites do archive press
releases . . . just as many still don’t even offer adequate contact
information.
You can boost media mentions while improving media relations — just by
giving journalists what they need and demand when they browse your
site.
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The Business Case for an Improved Website: Start by Building a Newsroom
Stop thinking that your website is great because your organization likes it.
Think instead about how it serves your visitors!
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A recent TEK Group International
survey of over 5,000 journalists found
that:75% of reporters say it’s
important for companies to have
online newsrooms.
70% say they often visit company
online newsrooms
93% said online newsroom info is their
preferred method of gathering
company information for stories.
Don’t rely on just any writer to write
your website copy. You must ensure
that all of your content is written with
an emphasis on promoting your
organizations’ unique point of view.
Find a public relations professional to
work with your webmaster to create a
winning website that really invites
visitors to stay a while!
– PR combines journalism and
marketing at their best
The simpler your online newsroom is
to navigate and the more tools you
offer reporters in one easy location —
the easier it becomes for journalists to
write about your company.
That translates into increased
coverage. It also goes a long way
toward building better long-term
relationships with influential reporters
on your beat.
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What you should place in your
online newsroom
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A great newsroom offers a comprehensive one-stop
“shopping” experience:
– press kits, press releases, corporate backgrounders, industry
white papers, case studies, bylined articles, bios and photos
(executives, board members), downloadable logos, story and
article ideas.
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Journalists that find all they need online are going to see a
greater ROI for their efforts than those who force the media
to jump through hoops in search of information.
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Bulldog Reporter, Dec. 2005
Failure to understand how reporters use new media
channels — including online press rooms — could leave you
without access to thought leaders in your media market . . .
and the public they influence. Bulldog Reporter, Dec. 2005
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Trend two: New media
disruptive technologies
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No longer is the “media” the only medium
In 2005 we all witnessed how search engine optimization,
Blogs, online audio and video and podcasting and
vodcasting became mainstream news - and irrevocably
changed the way organizations communicate.
This trend will continue to gain vigorous momentum,
redefining and expanding an organizations ability to reach
and influence stakeholders.
While traditional media and financial audiences remain a
primary focus for press releases, a whole new set of
technology-savvy audiences has emerged with an appetite
for your news and information. PR Newswire, Dec. 2005
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Capitalize on a new concept known
as "disruptive technologies."
With nearly every facet of the business world moving into
high-tech territory, it was only a matter of time before the
public relations industry arrived as well. Andi Rodriguez, San Antonio Business
Journal, Dec. 19, 2005
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Disruptive technology has positively transformed
communications.
"Look at corporate blogging. It's another way for technology and non-technology
companies to reach out to customers, boost credibility and get the buzz going on new
products…..Disruptive technologies and other forms of communications are changing
the way traditional media works.”
Alan Weinkrantz, Alan Weinkrantz and Co.
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By definition: disruptive technology brings radical change
Allows business to incorporate it, making some of the previous
technology obsolete, and/or ready for augmentation.
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New ways to reach your audience
Our mission, to deliver your news
Reaching your desired audiences takes on new meaning as an increasingly fragmented media and
evolving technology change the way we communicate. PR Newswire, Dec. 2005
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Search engines have evolved as key targets for communicators – be sure you are
optimizing your website’s search ability.
The way your website copy is written, the words you use, and how the copy is written
is essential.
Broadcast public relations has changed.
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The rapid expansion of broadband, wireless technology, and cable and satellite media are
transforming traditional broadcast PR services into multifaceted communications tools.
Next generation of Video News Releases (VNRs) and Satellite Media Tours (SMTs) will
enable communicators to more effectively and efficiently reach their target audiences
where, how and when they access news and information. PR Newswire, Dec. 2005
Final and most important word: The time honored concepts
of PR have not changed – there are just more channels and
finely segmented ways to reach your target audience.
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Is the press release obsolete?
No.
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releases are still very
important, however:
– Very brief and to the point
– Emphasize benefits and intended or
measurable results
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Benefits to the readers of the media, benefits to the
clients, and most importantly, benefits to the healthcare
industry.
– Results that are tangible, quantitative and qualitative
– Press release should include: the 5Ws in the first
paragraph– who, what, where, when, why; and answer
the questions: so what and who cares? and “what’s in it
for me? (WIFM).
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Target Ultra-Specialized Media
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Media mix must now be a balanced diet. Dr. Samir Husni, a.k.a. “Mr. Magazine”
Laser-targeted versus time-honored shotgun approach.
Different media delivery vehicles—not just the newspaper.
– pitch a blog, a magazine, a trade paper, a cable channel, a satellite
channel, corporate publications, and maybe even an email newsletter.
– press release not for everyone – craft several different versions
tailored to meet needs of specialized media silos.
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New Media
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Podcast Projections
Is podcasting the savior of radio, the start of a
major new media channel or merely a passing
fad? A new study sees a mainstream medium in
the making.
Based on a sample of 4400 radio listeners in ten
national markets, Bridge Ratings' "Future of
Podcasting" study estimates that thus far during
2005 4.8 million persons have downloaded a
podcast from either a radio station or other
source.
Bridge estimates that 5 million people will have
downloaded podcasts in 2005, compared with
just 820,000 in 2004.
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Get your PR Pro to the
Management Table
Your PR pro is REALLY part of your
management inner circle team.
 PR Pros offer a different, more global and
consequence oriented perspective than
others on your team.
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– PR Pros serve as sounding board with decision
making
 Provide
perspective as decisions relate to
championing the image an reputation of the
organization.
 Profound relationship between emotions and decision
making.
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Recipe for PR
at the Management Table
CEOs and heads of institutions now appreciate the
value of PR more than before
Harold Burson, chairman, Burson-Marsteller
There is an increasing decline in relying on Advertising to promote
businesses today – the switch to PR is gaining great momentum.
 PR is inherently more credible than advertising
Here’s what you should expect from your PR Pro:
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A good listener
Respect confidentiality, integrity is paramount
Builds trust with people
Always deliver for people in the organization
– Provides follow through with everybody at every level, always
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How to Choose Wisely
– Seek PR pros with advanced degrees –including MBAs– and
then leverage their complete knowledge of the business
environment
– Look for PR pros to bring business prowess to the executive
management team – not just PR technical knowledge
– The right PR pro can help streamline your corporate structure
and communications so that everybody speaks with a single
voice
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Your corporate message resonates with the strength of more
voices, harmonizing the same potent message about your
organization!
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Frank Public Relations Worldwide is a strategic healthcare public
relations company based in Los Angeles, CA, specializing in
managed care and e-healthcare technology. CEO Peggy C. Frank,
MBA, has practiced the art and science of healthcare public
relations for three decades and holds an MBA in Health Care
Management. Frank Public Relations specializes in small and
medium sized companies with modest public relations’ budgets.
Ms. Frank has worked with several of the largest national and
internationally renowned health care organizations, including
Prudential HealthCare, Heinz's Weight Watchers' International,
Hyatt Medical Enterprises, and Cedars-Sinai Medical Center, one of
the world's most prestigious hospitals.
For more information please visit www.frankpr.com, or email
[email protected], or call 818.735.3591.
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