The Health Professional
as Advocate
How PR Can Enhance Your Work
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What Is Public Relations?
“PR is Performance Recognition.” ~ Douglas Smith
“The history of PR is a history of a battle for what is reality and how people will see
and understand reality.” ~ Stuart Ewen
“If I was down to my last dollar, I'd spend it on public relations.” ~ Bill Gates
Why PR?
• Build awareness and goodwill
• Reach target audiences
• Stay relevant in the community
• Manage crises
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Where To Begin
Start with a plan
• Audience
• Message
• Channels
• Media List
• Press Materials
• Pitching
• Interviews
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Know Your Audience
• Who are they?
• Where are they?
• What is important to them?
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Develop Messages
• Why do I care?
• Assume the worst
• Speak to your
grandmother
• Think through to
the end
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Developing a Media List
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Do your homework
Read the news
Pick-up the phone
Work your network
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Creating Press Materials
• Do you need them?
• Media alert vs.
press release
• Inverted pyramid
• Boiler plate
• Use sound bites
• AP Style
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Soundbites
“The Egyptians who have come out in force in recent weeks have been
waiting 30 years for change, and they must now be able to participate
meaningfully in shaping their future.”
“For the transition to advance and the disruptions and risks of the
street protests to end, power must shift decisively from President
Mubarak and his military advisors, including Vice-President Omer
Suleiman, to a more inclusive transitional authority. This need not and
does not mean anarchy. The protesters have shown a much greater
regard for public safety and the Egyptian national interest than the
Mubarak government has in recent weeks. The protesters did not
resort to violence, did not spread lies and disinformation to stir up
popular anger; did not unleash thugs against peaceful demonstrators
and did not sabotage the economy by shutting down the Internet and
disrupting cell phone services. State institutions, notably the military,
should be a part of any transitional authority.”
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Pitching
Email
• Subject Line
• Personalized
• Length = Short, shorter and
shortest
• Emails last forever
Phone
• Practice
• Have all materials
• When to call
• Always lead with “is this a good
time”
• If they are on deadline, hang up
• Follow-up via email
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Interviews
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Outline key messages
Make the conversation work for you
Sound bites
Avoid jargon
Don’t be a valley girl
No gum
Clean, well dressed. *No stripes on camera
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Now What?
• Clip the coverage
• Promote yourself
• Think about next time
Your Headline Here
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