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Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
Pandora navigating patient advocacy through media relations
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Pandora navigating patient advocacy through media relations

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  • 1. Navigating Patient Advocacy Through Media Relations Navigating your company’s strategic entrance into the social media marketing realm A presentation on behalf of P.A.N.D.O.R.A., Inc. Lobby Day and Awareness Activities in Washington, DC - 2011 May 12 - International Awareness Day for NEI Diseases
  • 2. About Corin Ramos, APR <ul><li>Former Director of PR & Communications for National Fibromyalgia Association (NFA) </li></ul><ul><ul><ul><li>“We grabbed a lot of headlines together!” </li></ul></ul></ul><ul><li>Passionate for news and media – </li></ul><ul><ul><ul><li>Started career in journalism before going into PR </li></ul></ul></ul><ul><ul><ul><li>Still wears “reporter’s hat” as part of wardrobe </li></ul></ul></ul><ul><li>Social media geek </li></ul><ul><li>Walson Communications </li></ul><ul><ul><ul><li>PR & marketing agency owner </li></ul></ul></ul>
  • 3. How to Work with the Media <ul><li>Be Available/Responsive </li></ul><ul><li>Be Prepared </li></ul><ul><li>Be Proactive </li></ul>
  • 4. How to Work with the Media <ul><li>BE AVAILABLE! </li></ul><ul><li>Reporters have tight </li></ul><ul><li>deadlines, and hectic </li></ul><ul><li>schedules. They might </li></ul><ul><li>not call when they say </li></ul><ul><li>they’ll call, so you’ll </li></ul><ul><li>need to be flexible. </li></ul>
  • 5. How to Work with the Media <ul><li>BE PREPARED </li></ul><ul><ul><li>Know the main points you want to make </li></ul></ul><ul><ul><li>Write them down if you need to </li></ul></ul><ul><ul><li>Don’t be afraid to refer to your notes during the interview </li></ul></ul>
  • 6. How to Work with the Media <ul><li>If you have a chronic pain illness, here are some extra steps you might want to consider before your media interview: </li></ul><ul><ul><li>Go through interview questions and answers with a friend beforehand. </li></ul></ul><ul><ul><li>Tell your story over and over and you will learn through trial and error how to tell it in a way that connects with people. </li></ul></ul><ul><ul><li>Speak from your heart, not about how much pain you are suffering, but about what pain is doing to your life. </li></ul></ul><ul><ul><li>Get a “driver” so you can relax during the drive to the interview and don’t have to deal with traffic. </li></ul></ul>
  • 7. How to Work with the Media <ul><li>BE PROACTIVE </li></ul><ul><ul><li>Prepare a Media Kit </li></ul></ul><ul><ul><li>Position yourself as a resource for future information or future stories </li></ul></ul><ul><ul><li>Provide statistics </li></ul></ul>
  • 8. How to Work with the Media <ul><li>Those 8 questions reporters almost always ask patients </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>City, State </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Occupation (if you’re no longer working, what was your former occupation before you had to quit due to your illness?) </li></ul></ul><ul><ul><li>Year diagnosed </li></ul></ul><ul><ul><li>What is the most challenging aspect of having this illness? </li></ul></ul><ul><ul><li>What have you done or do to manage your symptoms?* </li></ul></ul><ul><ul><li>What is the most important thing you think people should know about your illness? </li></ul></ul>
  • 9. How to Work with the Media <ul><li>“ Warm and fuzzy” </li></ul><ul><ul><li>Reporters always want to </li></ul></ul><ul><ul><li>know how this illness </li></ul></ul><ul><ul><li>affects the everyday family </li></ul></ul><ul><ul><li>or person. </li></ul></ul><ul><ul><li>Have a story ready </li></ul></ul>
  • 10. How to Work with Social Media: Patients…Listen, Learn, Share. <ul><li>Audiences are choosing their own “subscriptions” </li></ul><ul><li>Instant Communication </li></ul><ul><li>Listening to what people are saying about us </li></ul><ul><li>Comaradery – “I’m not alone!” </li></ul>
  • 11. Social Media for your organization: WHY? Listen. Learn. Share. <ul><li>Hearing people’s needs & responding </li></ul><ul><li>Ease of Updating news and information </li></ul><ul><li>Tweets, Posts, etc. vs. full webpage creation </li></ul><ul><li>Audience Familiar Interface – getting to know us </li></ul>
  • 12. How to Work with the Media <ul><li>SUMMARY: </li></ul><ul><li>Be Available/Responsive </li></ul><ul><li>Be Prepared </li></ul><ul><li>Be Proactive </li></ul>
  • 13. How to Work with the Media <ul><li>BE YOURSELF! </li></ul>Corin Ramos, APR www.walsonpr.com [email_address] 714-970-2268

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