Transcript Writing for the Web: Session I

Writing for the Web:
Session I
Carroll & Richardson
July 2011
Public Relations is a…
 Management
function that focuses
on two-way communication and
fostering of mutually beneficial
relationships between an
organization and its publics.
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Excellence Study -- Grunig, Grunig & Dozier, 2002
What do we mean by ‘Publics’?
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Those within groups on whom your
organization’s success or failure depends.
May be both internal and external
May be active or inactive
May be very aware of their power or they
may be unaware of the relationship until it
is triggered by some action, event or
consequence
Health-care communication…
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Emory Healthcare Emory on flickr
Northside Hospital
Erlanger Medical Center
St. Joseph's Hospital
Northeast Georgia Hospital
Cartersville Medical Center
UAB Medical Center
Redmond Regional
Boston Children's Hospital
Digitizing health information…
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Some 77% of American adults now use
internet.
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90% of those 18-29
84% of those 30-49
76% of those 50-64
46% of those above 65.
59% of American adults access the internet
wirelessly.
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“The Social Life of Health Information.”http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info/Summaryof-Findings.aspx
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59% of adults report they’ve looked online
to seek information about a specific
disease or medical problem.
47% seek information about doctors or
other health professionals on line.
41% report they use digital media to seek
information about treatments or
procedures.
33% report they use digital media to find
about hospitals or medical facilities.
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“The Rise of the E-Patient.” http://www.pewinternet.org/Presentations/2009/40-The-rise-of-the-e-patient.aspx
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25% of adults have read someone else’s
commentary or experience about medical
issues on an online newsgroup, website or
blog.
19% of adults have watched an online video
about health or medical issues.
13% of adults have gone online to find others
who may have health concerns like theirs.
12% of adults have consulted online rankings
or reviews of doctors, and 11% have
consulted online rankings or reviews of
hospitals.
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“The Social Life of Health Information.”http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info/Summary-of-Findings.aspx
What are your strategic goals?
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Know what you want to accomplish.
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Build business, and combat competition.
Establish brand as an expert.
Connect with those with health concerns.
Develop new markets.
Attract highly qualified staff.
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Making it real…
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GOAL: To establish Floyd Medical Center as
the leading cancer-care provider for patients
and families in north Georgia.
GOAL: To increase positive media coverage
of Floyd Medical Center.
GOAL: To ____________________ (verb
and descriptors) among ______________
(key public).
Managing communication…
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Workflow
Strategies
Tactics
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Media
Events
Promotions
Costs
Promotion
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Policy and
training
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Authority and
responsibility
Voice and brand
identity
Legal and ethical
concerns
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A plethora of choices…
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It’s the message, not the medium,
that matters.
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Digital media are just more tools you can use to
establish two-way communication with your
critical audiences.
You have to decide which tool is best for which
group at which time—or if multiple tools are the
better approach.
Create Tactical Grids
Print Web
News releases
Breaking news
Photos and videos
Questions and
answers
eNewsletter
Intranet
Facebook