healthcare in the news for 2005 future care 2005 sponsored by mcol
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Healthcare in the News for 2005 Future Care 2005 Sponsored by MCOL. Presented by Peggy C. Frank, MBA. The Healthcare Trends Driving Coverage in 2005. Is your organization missing out at grabbing headline attention-getting news? - PowerPoint PPT PresentationTRANSCRIPT
Healthcare in the News for 2005
Future Care 2005 Sponsored by MCOL
Presented by Peggy C. Frank, MBA
January 2005 Frank Public Relations Worldwide 2
The Healthcare Trends Driving Coverage in 2005
Is your organization missing out at grabbing headline attention-getting news?
Don’t let the competition leapfrog your ability to garner the news coverage that your organization deserves!
Find out what the reporters have designated as their focused healthcare coverage stories for 2005
See how reporters weave in trends with local, regional, state, and national news
Learn how to play the ‘news of the day’ game Leverage your news coverage possibilities Become the recognized expert Media Interview tips
January 2005 Frank Public Relations Worldwide 3
The Reporter’s Notebook: Top predictions for 2005
1. Healthcare quality and availability2. Healthcare costs: Where money meets medicine 3. Drugs: Safety, Rationing, Pricing, Reimportation, Clinical
Trials4. Obese Americans5. Healthcare IT: Hospitals, Providers, Health Plans, Patients6. Employers: Cost saving strategies for insuring employees7. Clinical Issues: AIDS, Cancer8. Medicare Costs (Drug benefit kicks in 2006)
January 2005 Frank Public Relations Worldwide 4
How to Jump on the Coverage Bandwagon!
Now that you know what is top of mind for reporters, think about how your organization can attach itself to these issues.
Here’s some tips and coverage beats from nationally recognized reporters who recently participated in a Healthcare PR seminar, hosted by BullDog Reporter. These are story angles that they cover and will be pursuing for 2005.
Get ahead of the competition, and pitch story ideas to these reporters. Don’t stop here. Look at the media where you get your news, look at the bylines, and pitch to these reporters, too.
Your news coverage for 2005 is only limited by your media savvy.
January 2005 Frank Public Relations Worldwide 5
BusinessWeekCatherine Arnst, Sr. Writer
Focus is on medicine, early stage development Cancer treatments, research into
brain, new medicines for pain, bio-engineered tissue, high cost of drugs, drug rationing, immunology, and neuroscience, Alzheimer’s.
January 2005 Frank Public Relations Worldwide 6
U.S. News and World ReportSusan Brink, Senior Writer
Focus is on health and medicine: How the healthcare system impacts the consumer Medicine, clinical drug trials, obesity,
how healthcare delivery system works for consumers, health insurance, managed care, the uninsured, and clinical topics, such as cancer, AIDS
January 2005 Frank Public Relations Worldwide 7
San Francisco ChronicleVictoria Collier, Business Writer
Focus is on covering the business of healthcare, regionally “Where the money meets medicine” Local issues: Insurance, hospitals,
health plans, drugs costs, legislation National issues: Medicare
January 2005 Frank Public Relations Worldwide 8
CBSMarketWatch.com Laura Gerencher, Healthcare Reporter
Focus on breaking news FDA, drug recalls, clinical news,
healthcare incentives/financial, conflict of interest, consumer-driven healthcare, the uninsured
Also writes weekly “Vital Signs” column – how to get most value for your dollar, cost saving strategies
January 2005 Frank Public Relations Worldwide 9
National Public Radio (NPR)Helen Palmer, Senior Health Desk Correspondent
Focus on daily health and business coverage Medical liability or law suits filed
against major drug companies and food companies for obesity, improving quality of care, FDA, drug costs, health care prevention
January 2005 Frank Public Relations Worldwide 10
The ‘News of the Day’ GameHow to Play to Win Now that you have an idea of what some key reporters cover, think
about your organization. Tap into the power of today’s headlines, by linking what your organization does with the “news of the day.”
Take the list of hot topics that reporters will be covering for 2005 and see how your organization impacts these trends.
If you read an article or hear a news report and you can demonstrate how your organization’s product or service offering may mitigate the challenge or problem addressed by the report, pick up the phone or email the reporter.
News is a two-way process. Reporters need YOU and visa versa. Build rapport with reporters to gain a reputation as “expert” in your industry. Establish you and your organization as he source to go to for background information as well as quotable quotes.
January 2005 Frank Public Relations Worldwide 11
Media Training Getting to Know Them Vital Link to the Public Communicating information Shaping public opinion Message, idea, point of view
January 2005 Frank Public Relations Worldwide 12
Get the Most Value from your Interview
Define Your Message and Stick to It It is your agenda Message track Supporting Points Audience Q & A Prepared, focused, positive
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Control the Interview to Get the Results YOU Want
Stay in charge No hypotheticals No negatives Stick to your area of expertise Don’t sell your first born child –you don’t
need to give it all away Whatever you say will can and may be
used against you! Do not say anything that you do not want printed or repeated.
January 2005 Frank Public Relations Worldwide 14
Hostile Situation Helpers
Rapid fire questions (choose one) Words in your mouth (restate your
message) Friend (no, reporter) Untruth/distortion of fact (correct
mistakes) Controversial/critical (not my area of
expertise--but what I do know is……) Interrupts (politely assertive)
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Basic Ground rules for Interviews
On the record/off the record Background Not for attribution Audience Purpose Others interviewed Accuracy
January 2005 Frank Public Relations Worldwide 16
Interview Preparation Tips
Know the audience/interviewer Prepared, message track, builds Anticipate, Agenda Research Direct, Brief, No Jargon Practice out loud, stand up, mirror Body language/eye contact
January 2005 Frank Public Relations Worldwide 17
Feedback You Can Live With
You can’t predict that you’ll always be quoted accurately
You can’t review the article before it’s printed
YOU CAN BE WELL PREPARED!
ReferencesBullDog Reporter PR University seminar, Thursday, December 2, 2004, “Leading Healthcare Business Journalists Predict Tends Driving Coverage in 2005.” www.infocomgroup.com
January 2005 Frank Public Relations Worldwide 19
Frank Public Relations Worldwide
About Frank Public Relations Worldwide
Frank Public Relations Worldwide is a strategic health care public relations, investor relations, and marketing company, based in Los Angeles, CA. Principal Peggy C. Frank, MBA, has more than 28-years experience in all facets of healthcare PR and marketing, including 18 years in hospital public relations, and 4 years in managed care public relations. Frank Public Relations specializes in small and medium sized companies with modest public relations’ budgets.
Clients include healthcare technology, insurance, biotechnology, physicians, hospitals, health plans, laboratory services, and physician management organizations. [email protected], or 818.735.3591.