The most effective public relations campaigns combine compelling messaging with timely news hooks to deliver relevant and engaging stories that impact editors, reporters and readers/listeners/viewers alike. The campaigns are authentic to the organization’s brand and break through the often-cluttered news landscape by putting the right story in the hands of the right reporter and media outlet at the right time. Whether you are developing a new PR plan or revamping your existing public relations strategy, keep these considerations top-of-mind to maximize the effectiveness of your approach.Read More
Unlike advertising or sponsored content where you pay a fee for guaranteed exposure with a media outlet, there are no guarantees with an earned media – public relations – program. The success of a PR program lays in the strength of the stories that your pitch to the media, i.e. their newsworthiness. Well-executed PR campaigns educate and inform target audiences while strengthening a brand’s position in the marketplace. While this requires a blend of strategy and creativity – and a team that excels at execution – public relations can help to put your company’s name on the map and position your leadership as experts in the industry. If you’re wondering what the ROI of your current public relations program is – and whether or not it is moving the needle – here are three ways you can check to see if you are achieving PR success.Read More
Why should healthcare organizations bother with a strategic public relations program?
Too many healthcare organizations are hesitant to embrace a full-fledged public relations program. Many are fearful that members of the media – who are under enormous pressure to produce, edit, write, tweet and post click-worthy content on tight deadlines – may misunderstand or unintentionally misconstrue a story. They’re also afraid of being penalized for HIPAA violations (Health Insurance Portability and Accountability Act) if a patient who didn’t sign a HIPAA form agreement is accidentally caught on camera in a healthcare setting. Last, there is an inherent fear of losing control of messaging via social media platforms and online news outlets that encourage open-ended commentary from the public.