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Jan 22 2014

Healthcare PR Advice from Editor Donald Tepper

Donald Tepper is editor of PT in Motion, a publication for members of the American Physical Therapy Association (APTA). PT in Motion covers relevant legislation and association news, and “discussion of professional issues and ideas in physical therapy practice.” G2Comm works with a wide range of healthcare providers so I talked to Tepper to get his take on working with PR professionals.

Tepper provides some sage advice for PR folks who want to impress editors by delivering useful and valuable stories.

Know Your Story Inside and Out

Tepper has encountered PR pros who know virtually nothing about their own products or company beyond the press release. “If I’m interested in pursuing a story, I find it frustrating to ask basic questions and the PR person knows absolutely nothing,” says Tepper. “They can’t clarify anything in the press release or speak to anything beyond what’s in it.”

“A lot of PR people think their main function is to pitch.  Trouble is they don’t know what to do next. They don’t know how to tailor a pitch to a particular news outlet.” It helps if PR reps have some honest curiosity and interest about what they’re pitching. Don’t just do a robo call.”

Know My Story Too

Tepper once worked in PR. “When I was on the PR end, reporters would call to ask questions; they knew the subject and the publication and I knew theirs. He doesn’t expect PR people to be experts on his publication but knowing Tepper’s story means knowing what’s relevant to his readers.  “I may get a pitch about a chiropractor who offers a product or service but—because the focus is on the chiropractor—it’s not relevant to my physical therapy readers.  But if the product helps PTs do their job, I’m interested. Tell me why it’s relevant.”

Know What Makes a Story Valuable

“Why should our readers care?” questions Tepper. “If [PR pros] can answer that, I love it. The size and exposure of your company is not important; the topic and angle you’re pitching is.  Pitch me an interesting topic that readers haven’t read before; nuggets of useful advice.

Value for PTs means information that helps them operate their businesses better.  For example, “we would write about what questions you should ask when evaluating EMR [electronic medical records] systems.  Or concept pieces such as ‘What is Crowdsourcing?’ Both have relevance for PTs.”

If you’re pitching a product, the same value criteria apply. “One inventor developed a new cane – Swiss army knife of canes — that found its way into a larger article on inventors. We wrote about how the inventor came up with the idea, then how the product was developed and commercialized. That type of article goes over well.”

Know What Journalist’s Look For

Journalists are always looking for credible and knowledgeable sources. Make your pitch attractive by providing a source “who is willing to be quoted and talks beyond yes and no answers.”

“We prefer to talk to clinical people at smaller companies. More productive interviews have been with clinicians who’ve founded and grown their own practices. They have both a business and clinical perspective.”

Highlighting contrarian points of view is also important to journalistic integrity. Tepper uses multiple methods to identify diverse sources, including social media platforms.  “We’ve had articles where we’ll do basic online research and turn up great sources that way. We also have an editorial advisory group…[and] rely on APTA staff specialists.” If your sources understand the POV you bring to a larger story, you can make it easier for journalists to integrate their voices into their articles.

Know How to Write

Don’t let weak writing stand in the way of your story. “Many of the news releases and announcements I receive are not well written,” says Tepper. “If it’s poorly written or has grammatical errors, it reflects poorly on the message of the release.  I recognize that releases are written to please the client, but it would be nice if PR people attempted to inform the client that if changes were made to the release it would make it far more effective.”

Good grammar is the minimum. To really stand out, you need strong, compelling language as well. “Too many releases use ‘PR language’ with terms such as revolutionary, extraordinary, and cutting-edge.” Cliches make readers tune out. Grab editors’ attention with clear, fresh language that explains the specific value of your story.

Think Before You Pitch

Tepper’s bottom line: “PR professionals need to understand that PR is more than pitching stories.”  Before blasting editors, know the details, context, value, and interest of your story.

Image provided by Donald Tepper

Written by Laura R. · Categorized: Healthcare PR, Medical PR, Pitching Stories, Public Relations, Social Media, Uncategorized · Tagged: article, healthcare, media, physical therapy, PR, press, press release, PT, social media

Feb 15 2013

Don’t Bury the Press Release Yet…

There are myriad opinions about press releases.  Are they dead?  Are they only to make the CEO – and his mother – proud?  Are they self-serving and lacking in any real news value?  Are they only good for SEO and digital link backs to the company websites?  Are we just keeping PR Newswire and PR Web in business (those people need jobs too…)?

While many continue to debate the merits and validity of our longstanding PR staple there are a few good reasons not to bury the press release just yet. Unless you’re looking for cheap wool socks, the first thing you might do when you visit a company’s website, whether you’re an investor, prospect, job candidate, or customer is head straight to the newsroom, even before you click on the product page.  Why?  You want to see the company’s news timeline.

If the last release was written six months or a year ago it creates a perception. Perhaps the company is stalled, losing money, has no new products in the pipeline. Or it has reduced the marketing staff down to a coordinator; again not a good sign.  Press releases indicate the health, the vitality and viability of the company.  You also want to see what disinterested third parties have reported because of your news release.  The mere presence of the press release timeline influences interested parties.

While it may be true that the long narrative style of press releases, interminably reviewed by executives, may be dwindling they are still a marker for company progress.

In a post by Tom Bishops, director of marketing and communications at KnowledgeVision Systems, he makes some good points about keeping the press release alive:

It acts as the official statement of an organization.

It’s front-loaded.

It’s flexible.

It provides content for some media outlets that are short-staffed.

Another writer Elizabeth Mitchell believes the press release still has its place but warns PR pros to only send them to people who would find it relevant, don’t trade clarity for pithy – get to the point, and lose the jargon.

The next obvious question? Are press tours a thing of the past… they are for me!

Photo: www.fannit.com/how-to-press-release

Written by Laura R. · Categorized: Public Relations, Uncategorized · Tagged: media, PR, press, press release

Nov 07 2012

Doing Your First Press Interview? Follow These Tips…

If you’re new to press interviews, the best rule of thumb is to keep your answers short, pithy and quotable.  Say what you want to see in print (or broadcast).  Keep it conversational; try to avoid long narratives that leave no room for interjection [by the journalist!]. After all, you know how it feels to be subjected to someone who waxes on without taking a breath.  If the interview is by phone, which most will be, have a sheet of talking points so you don’t get flustered and fumble.

During the interview:

  • Say the most important thing you have to say first and say it slowly and clearly.
  • Don’t build to your conclusion.  Be brief in your replies.
  • Use your answers to make a point or convey a memorable message about your business
  • A message should answer who we are; what we do; what makes us different
  • If you don’t like how you started start over.
  • Avoid jargon or acronyms.  Use analogies to illustrate points.
  • Never say “no comment”.  If you can’t answer for legal reasons, just say so.
  • Don’t speculate or make predictions you can’t substantiate; reporters will not accept your claims at face value.
  • Remain focused but enthusiastic.
  • Don’t make things up.
  • Don’t bash the competition.
  • Don’t ramble; check in with the reporter; ask if he needs clarification.
  • Ask for clarification if you don’t get the question; repeat the question if necessary.
  • There is no such thing as “off the record.”  Everything you say to the reporter has the potential to be published.
  • Turn off your cell phone.
  • When you’ve answered the question, stop talking.
  • Do not ask for a review copy of the story before it goes to press.  To avoid bias journalists never share drafts with their sources.

What’s a sound bite?
A short, memorable statement that captures the essence of the issue and illustrates the point being made.  The key to a good sound bite is:

  • Conclusion first (think of the headline or lead paragraph in a newspaper story)
  • Add an example or supporting information
  • End by explaining what it means to the reader/listener/viewer.

 

Written by Laura R. · Categorized: Public Relations, Uncategorized · Tagged: broadcast, interviews, journalist, press, tv

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