May 29, 2008

More Healthcare for Dummies

by Peter Pitts

Per “Healthcare for Dummies,” I just received an “off the record” comment from a health care reporter I consider to be among the smartest and savviest around. He writes:

"The responsibility lies with editors. If editors rewarded careful, nuanced reporting and rejected crap, reporters would respond. For example, (name deleted) is smart and hardworking and capable of writing thoughtful stories. She also knows that a leak from a defense lawyer of a "gotcha" memo will land her story on the front page, while a careful analysis will go on page C400. And (second name withheld) knows that quotes from Sid 'I always cry' Wolfe will be accepted, so he doesn't have to work hard to seek other voices. A good editor would push for better sources."

Posted by peterpitts at 01:40 PM
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Healthcare for Dummies

by Peter Pitts

"Too often medical reporters haven't been trained in the basics of understanding medical research and evidence-based medicine."

So says Gavin Yamey, senior editor at PLoS Medicine.

This isn't to say there aren't some really terrific, highly aware ones out there as well -- there most certainly are. But they are in the minority. If you agree with Gavin Yamey, the question then becomes, what's the best way to get reporters trained and who should do the training?

Should it be industry? "Advocates?" Academics? Government officials? Medical organizations? Disease organizations? Patient organizations? Should there be a mandatory "health care for dummies" class in journalism schools? The current practice, it seems, is on-the-job training.

The results (often inaccurate, sometimes slanted) are not a service to the health care information consumer (reader, viewer, listener). And there ain't no CME.

What's to be done? Clearly one path is for reporters to reach out to various sources for background -- and to make sure those sources are diverse -- thus guaranteeing a variety of opinions and avoiding undue, single-source bias.

In fact, now that I think of it, that's probably a good idea for all health care reporters -- even those with well-known and well-read bylines.

Posted by peterpitts at 11:28 AM
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April 11, 2007

Using Email to Capture Media Interest

by MaryEllen O'Donohue

Seasoned public relations professionals have fond memories of the fax machine as the only and often preferred means of communication with reporters. Often times, a reporter would respond “Fax me” to a phone pitch, especially when on deadline.

Nowadays, fax machines are things of the past and with the ubiquity of the internet, email has become a powerful tool for securing placements and running a successful media relations campaign. Just by sending a handful of emails to the right contacts, you can maximize media interest from top-tier outlets on behalf of your company, product or cause.

Of course, sending a handful of emails is easier said than done. In fact, some women’s magazine and daily newspaper health editors have told us that public relations professionals underestimate the role that an email subject line and the first paragraph of an email can play in capturing their attention. For instance, the words “press release” should never be included in the subject line. Rather, to spur media interest, keep your subject line compelling, yet short and simple, and be sure that it includes your story idea. (Media overlook lengthy headlines and instead, prefer intelligent, considerate contact.) Furthermore, your subject line should be relevant to the information you are sending them; one paragraph in the body of the email addressing the 5 W’s…the Who, What, When, Why & Where….will do. Because many reporters only read whatever falls in the “preview” page of their emails, summarizing your pitch in one paragraph will help.

Ultimately, pitching via email can be done effectively if you think like an editor and convey your pitch as concisely and painlessly as possible. Don’t try to write their whole story but give them news they can use. Be sure to stand above the crowd of publicity spammers who send headlines such as “Company x is proud to announce” or “we are pleased to announce…”

Posted by maryellen_o'donohue at 03:50 PM
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January 17, 2007

Health news stories: What's in store for 2007?

by MaryEllen O'Donohue

Advancements in women’s health, new treatments to help manage the ever-growing diabetes epidemic, and improved food labels among other milestones of progress in disease prevention have made 2006 a truly exceptional time for improvements in our health. Media extensively focused on developments that target common conditions, providing consumers with vital health information to change their lives for the better.

With 2006 behind us, what’s in store for the year ahead? What therapeutic areas will media pay attention to? As obesity rates continue to climb, so will interest in this condition rise. In fact, there’s already been reporting of an over-the-counter obesity drug under FDA review. In addition, new research is paving the way for medicines that can stave off Alzheimer’s disease, sparking media interest in informing consumers about brighter options ahead. What’s more, media attention also will be devoted to new warnings—and possible big changes—in the food we eat, specifically processed food and restaurant meals. Finally, new drugs and technologies that target heart disease and cancer will take center stage on television and radio airways and in print headline news.

As we reflect on the latest and emerging health advances of 2006 and 2007, respectively, keep these areas of media interest in mind as you’re packaging trend stories and, generally speaking, coming up with news angles to keep the conversation of your products fresh among newsmakers.

Posted by maryellen_o'donohue at 11:35 AM
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November 07, 2006

Localizing National News

by MaryEllen O'Donohue

A recent study conducted by the Audit Bureau of Circulation raises questions about the popularity of major newspaper dailies versus their more localized counterparts. It revealed that major newspapers such as The New York Times and Washington Post had sold fewer papers than local dailies, such as the New York Post and New York Daily News. What’s more, major newspapers are already experiencing a slump due to the Internet’s impact on how consumers access news, and advertisers are allocating more money to online promotion to maximize audience reach.

As public relations professionals, we must not underestimate the appeal of more localized publications. Consumers have access to national news from a variety of media sources, including radio, television and the Internet. Yet, local stories that readers can relate to are harder to come by. Health and lifestyle reporters at regional dailies and weeklies across the country stress the importance of a local angle that speaks directly to their readership. It is no longer enough to pitch “national” news to regional dailies and weeklies, which they can obtain and run from national wire services. Whether it means highlighting key local market statistics about disease prevalence or reinforcing patient impact within a specific area, there are numerous avenues to pursue to localize national news and maximize your chances of securing local media print placements.

The right pitch—one that is targeted appropriately to local market papers, can result in a story that is effective with readers on a local level and drive action.

Posted by maryellen_o'donohue at 02:05 PM
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October 31, 2006

Securing media attention for medical devices

by MaryEllen O'Donohue

The billions of dollars in sales that stents have generated for device companies are driving new product development and luring more venture capitalists into the device business. These significant investments are generating increased media interest, specifically among specialty device reporters. As spending within this arena has become more vast, so has the number of reporters who have been assigned to cover this beat. Years ago, pr professionals could call upon 5 - 10 top-tier reporters dedicated to devices whereas now, we can call on 25 or so.

Device reporters must cover the scientific and business perspective of these products as well as the future of pipeline products. Like pharma/health journalists, we now see more and more device reporters attending major medical meetings such as AHA and ASCO, based on a heightened curiosity about devices and the role that they play within the pharmaceutical industry. Keep in mind that very often, a device is a collaboration between a pharmaceutical company and its own medical technology manufacturer. These partnerships are reinforced at medical meetings and via specific pr communications regarding the product. We've also recently learned that the smaller the device, such as implantables, the higher the level of interest among media due to the inherent product complexities designed to help save lives. High-science reporters help the "device story" along by taking it to a new level, wanting to explore new applications for or improvements upon existing products.

As science evolves, so does discovery. Devices represent an area of expansion worth paying attention to when it comes to diagnosis. Device reporters are all eyes and ears when it comes to new news in this arena as investors look for fertile financial opportunities and consumers look for new answers to age-old health-related concerns.

Posted by maryellen_o'donohue at 03:28 PM
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October 24, 2006

Celebrity Sightings

by MaryEllen O'Donohue

Several years ago, a negative perception among media emerged when it came to using celebrities as the face of disease awareness campaigns. Whether celebs were overexposed or heralded a product or treatment for a condition that they, in some cases, knew little about, national broadcast producers and print reporters grew skeptical about their authenticity as true spokespeople. In some cases, a celebrity's relationship to the condition extended itself via an extended family member, which raised additional red flags in the newsroom.

Interestingly enough, as we've moved further away from this controversy, producers' and reporters' viewpoints have altered based on their current needs to meet executive producer's expectations to achieve high ratings. Attitudes towards booking celebrity talent have softened to allow for the occasional "Grade A" celebrity interview--that is, an opportunity for the spokesperson to share their personal experience with viewers about a disease or campaign they feel strongly and passionately about. Celebrity reporters enjoy interviewing spokespeople who are great storytellers and are involved in noteworthy causes such as World AIDS, World Hunger, Preserving the Environment. What helps a disease or product pitch is information about the professional activities the celebrity can bring to the party. Ultimately, what makes for an effective celebrity interview is whether the reader or viewer can walk away from the interview feeling enlightened or admitting that they've learned something new.

With that said, keep those celebrity interviews coming. Of course, keep an open mind about who you use and do your research thoroughly to ensure the authenticity of your celebrity's story. If the talent seems sincere to you, then it is likely that he/she will impact the viewing audience similarly.

Posted by maryellen_o'donohue at 04:38 PM
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October 19, 2006

To b-roll or not to b-roll?

by Mary Coyle

The use of vnr and b-roll packages remains under scrutiny, more than a year after The Center for Media and Democracy released its 2006 report on video news releases. And, while the media fights back against these allegations, most recently seen as a group of VNR producers banded together to form a group to lobby Washington, we continue to feel the impact.

VNRs have been on the decline for sometime, but over the past year use has dropped dramatically with public relations professionals turning more and more to b-roll packages. However, this intense scrutiny is now impacting b-rolls as well. Producers at FOX and NBC are now requiring "customized, tailored b-roll," and are no longer accepting the generic packages distributed to all media. Scrutiny from the FDA and FCC concerning accuracy seems to have prompted this change.

Despite this scrutiny, b-rolls are a valuable tool for both pr professionals and local television stations. Many times, these stations have very tight budgets, are short staffed, and rely on such packages to deliver relevant news to their viewers. So, think of b-rolls as becoming more “individualized tools” for various networks. But don’t put them out to pasture just yet…

Posted by mary_coyle at 05:43 PM
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October 10, 2006

Where has the "relations" gone in media relations??

by MaryEllen O'Donohue

The other day a colleague and I attended an event celebrating the centennial of the press release. One of the panelists argued that the first press release was more than 100 years ago and began with the Declaration of Independence. The document was disseminated to key "influencers" and the news then spread throughout the country. I would have to agree with that assessment. And since then, the press release has become a staple of public relations.

Well, perhaps it shouldn't be. More than 3,000 press releases are sent out across wire services every day! Reporters are inundated with press releases in their in-boxes and harassed by follow-up calls asking "Did you get my email?" And the majority of the time, the press release sent to the reporter has nothing to do with the beat they cover. No wonder reporters have a love/hate relationship with PR professionals.

Where has the "relations" gone in media relations?? All too often PR professionals focus on media and not relations. Yet developing solid relationships with reporters will accomplish much more than a press release ever will. There are some key “rules of engagement” for successful relationship building:
---Read. Watch. Listen: Know the media and the reporter you are pitching (deadlines, schedules, contact preferences, recent articles etc)
---Demonstrate your expertise: Understand marketplace, product details, major competitors etc.
---Relationships are a two-way street: Listen to reporters needs as well as expressing your own
---Build trust: Don’t over promise and under-deliver, meet deadlines, be responsive, always be truthful
---Establish yourself as a resource: send ideas unrelated to clients, feed trend information, respond to reporter requests, etc
---Look for opportunities to engage: media panels, networking events, lunch, etc.

And remember, relationships take time. Blasting your press release via email and placing follow-up calls asking "Did you get my email?" is not media relations.

Posted by maryellen_o'donohue at 01:43 PM
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