tvd - asae 2011 mmcc presentation on pr

Driving the Hits: Using PR to Tell Your Story and Change Minds

Wednesday, April 27th (10:15AM)

Brendon Shank, Assistant VP of CommunicationsTodd Von Deak, MBA, CAE - VP of Operations & General Manager

Society of Hospital Medicine (SHM)

www.asaecenter.org/mmccHub Tag: #MMCCon Is2

Twitter:@bshank

Let’s Start with a Little “Pitch” Trivia

The Patient

• Low mainstream awareness

• Low, but growing, awareness among trade press

• Diversity of messages

• Fuzzy media radar

The Patient Presents With…

The Diagnosis…

Do You?

What is a Story?

Identify Your Story?

• Good Characters• Challenges/Problem• Results

• Messages do not equal stories• Promotions do not equal stories• Announcements do not equal stories

SHM’s Recipe

• Core Message

• Problem / Solution

• Good Sources

Stories are like food. We all intuitively known when it comes together.

Promote It!

SHM’s Recipe

• Identify target audience(s)

• What DO YOU WANT THEM TO DO?

• Message

• Research, Research, Research

Sell your story through better product development.

1. Check your releases2. Ask yourself “is this news?”3. News in your RSS feeds &

blogs4. Research the media that

reach your audiences5. Refine your media lists

10 Easy Things to Start On6. Tweet your news7. Give context: “why is this

news?”8. Listen. Listen. Listen.9. Reach out now – even if

you don’t have news10. Don’t expect instant

success

Are You the Slugger or the Contact Hitter?

SHM’s Recipe: Customizable Scorecard

Points on the Scoreboard in just 2 Weeks

• Complete Your Grid

• Be Relentless on the Basics

• Decide what kind of hitter you are

• Sell Less, Listen More

Questions, Want Samples?

Brendonbshank@hospitalmedicine.org

800-843-3360

Toddtvondeak@hospitalmedicine.org

800-843-3360

One More Sample…