The Health Professional as Advocate

How PR Can Enhance Your Work

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What Is Public Relations?

Why PR?• Build awareness and goodwill• Reach target audiences• Stay relevant in the community• Manage crises

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“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

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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• Do your homework• Read the news• Pick-up the phone• Work your network

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Developing a Media List

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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PitchingEmail• 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

• 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

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Your Headline Here