3. Learning Objectives
• Identify and describe the eight basic rules for
success in hospital media relations.
• Understand the importance of aligning the
public relations initiatives of an organization
with its business and strategic objectives.
• Develop tailored media stories that leverage
patient stories and visuals to expand coverage
and ensure success.
4. Learning Objectives
• Describe the essential components of
successful media trainings and briefings.
• Develop a news release and pitch.
5. Eight Basic Rules
1. Make News
2. Align Media Relations with Strategic Direction of the
Hospital
3. Understand the Media Outlet Before You Pitch the
Story
4. Be Opportunistic
5. Blame Roone Aldridge
6. Manage Communications
7. Train (or At Least Brief) Spokespeople
8. Monitor All Interviews
6. The Pitch
• There is no one way to pitch a story
• Make sure you believe the story is relevant for
the reporter
– Concisely explain why readers, listeners, or
viewers would be interested and what you have to
make the process work
• Don’t ask a reporter to guarantee coverage of
an event
7. “New” Media Still Requires “News”
• There is no reason to abandon the established
principles of public relations; social media merely
extends those principles
– You will get more followers on social media if you
hold their interest with legitimately interesting
stories
– You Tube allows you to interview physicians and
others to compliment the story
– You can use companion releases to add to the story
8. Complaints Are an Art Form
• Expect that inaccuracy will make it into the media.
• Before taking action, consider: Was the story
inaccurate, or was the “tone” of the story upsetting?
– Don’t complain about tone, unless you can prove a
pattern of abuse
– See if the reporter can fix things before going to
the editor
– Go to the top quickly if necessary
9. Summary
• Media relations are living in a world of
constant change.
• The basic principles of media relations are true
whether the New York Times is replaced by a
blogger or if 60 Minutes becomes a flip video
on YouTube.
10. Summary
• Media relations are living in a world of
constant change.
• The basic principles of media relations are true
whether the New York Times is replaced by a
blogger or if 60 Minutes becomes a flip video
on YouTube.
