TVD - ASAE 2011 MMCC Presentation on PR


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Presentation on PR at 2011 ASAE MMC Conference

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  • TVD “ airplane announcement” (this is what we’re talking about & where we’re going) What to expect from this session
  • TVD to whip up an angry mob with Phillies talk.
  • TVD talk re: why look under the hood of PR. Hand off to BS.
  • BS: Once we did the diagnosis, this is what we found. Most important point: we didn’t know what success would look like if it fell in our lap.
  • BS We had a treatment for the diagnosis. Not one magical pill, but an ongoing therapeutic regimen. Build a structure for outreach, messaging. Find high ROI ways to build credibility among audiences. Sometimes ROI means low investment, not high return, like JHM PR. Concentrate on good stories.
  • BS: PR is lots of things, but about developing compelling stories at its heart. It’s not spin, it’s about knowing the stories, facts, people that tell the stories that support your message.
  • BS: Story is your product. Better stories = better PR.
  • BS Frame things as case studies in success. That means acknowledging challenges and showing XYZ was the solution.
  • BS: But start with your messages first. Messages are the backbone of your stories. Stories that don’t support your message aren’t high-value stories.
  • TVD - ASAE 2011 MMCC Presentation on PR

    1. 1. Driving the Hits: Using PR to Tell Your Story and Change Minds Wednesday, April 27 th (10:15AM) Brendon Shank, Assistant VP of Communications Todd Von Deak, MBA, CAE - VP of Operations & General Manager Society of Hospital Medicine (SHM) Hub Tag: #MMCCon Is2 Twitter: @bshank
    2. 2. Let’s Start with a Little “Pitch” Trivia
    3. 4. The Patient
    4. 5. <ul><li>Low mainstream awareness </li></ul><ul><li>Low, but growing, awareness among trade press </li></ul><ul><li>Diversity of messages </li></ul><ul><li>Fuzzy media radar </li></ul>The Patient Presents With…
    5. 6. The Diagnosis…
    6. 7. Do You?
    7. 8. What is a Story?
    8. 9. Identify Your Story? <ul><li>Good Characters </li></ul><ul><li>Challenges/Problem </li></ul><ul><li>Results </li></ul><ul><li>Messages do not equal stories </li></ul><ul><li>Promotions do not equal stories </li></ul><ul><li>Announcements do not equal stories </li></ul>
    9. 11. <ul><li>SHM’s Recipe </li></ul><ul><li>Core Message </li></ul><ul><li>Problem / Solution </li></ul><ul><li>Good Sources </li></ul><ul><li>Stories are like food. We all intuitively known when it comes together. </li></ul>
    10. 14. Promote It!
    11. 15. <ul><li>SHM’s Recipe </li></ul><ul><li>Identify target audience(s) </li></ul><ul><li>What DO YOU WANT THEM TO DO? </li></ul><ul><li>Message </li></ul><ul><li>Research, Research, Research </li></ul><ul><li>Sell your story through better product development. </li></ul>
    12. 16. <ul><li>Check your releases </li></ul><ul><li>Ask yourself “is this news?” </li></ul><ul><li>News in your RSS feeds & blogs </li></ul><ul><li>Research the media that reach your audiences </li></ul><ul><li>Refine your media lists </li></ul>10 Easy Things to Start On <ul><li>Tweet your news </li></ul><ul><li>Give context: “why is this news?” </li></ul><ul><li>Listen. Listen. Listen. </li></ul><ul><li>Reach out now – even if you don’t have news </li></ul><ul><li>Don’t expect instant success </li></ul>
    13. 19. Are You the Slugger or the Contact Hitter?
    14. 20. SHM’s Recipe: Customizable Scorecard
    15. 21. Points on the Scoreboard in just 2 Weeks <ul><li>Complete Your Grid </li></ul><ul><li>Be Relentless on the Basics </li></ul><ul><li>Decide what kind of hitter you are </li></ul><ul><li>Sell Less, Listen More </li></ul>
    16. 22. Questions, Want Samples? Brendon [email_address] 800-843-3360 Todd [email_address] 800-843-3360
    17. 23. One More Sample…