IAAHPC; Social and Local News Coverage For Your Service

Copyright 2013, Veterinary News Network

Social and LocalSocial and LocalMedia CoverageMedia Coverage

Dr. Jim HumphriesDr. Jim HumphriesAdjunct ProfessorAdjunct Professor

Media and CommunicationsMedia and CommunicationsTexas A&M UniversityTexas A&M University

College of Veterinary Medicine College of Veterinary Medicine

Founder:Founder:Veterinary News NetworkVeterinary News Network

American Society of Veterinary American Society of Veterinary JournalistsJournalists


Our Goals (in 50 minutes!)Our Goals (in 50 minutes!)

• Crash Course in MediaCrash Course in MediaJournalismJournalism

• Seven Steps To Get OnSeven Steps To Get OnLocal MediaLocal Media

• How Does Social MediaHow Does Social MediaFit In? Fit In?

• Learn What Makes A Good Learn What Makes A Good StoryStory

• Learn How To Approach Learn How To Approach ThemThem

• Learn How They ThinkLearn How They Think

• BE EASY To Produce! BE EASY To Produce!


A Crash Course In Media A Crash Course In Media Interactions (Traditional and On-Interactions (Traditional and On-

Line) Line)


TelevisionTelevision““video”video”

Content Is King!Content Is King! Broadcast TV is greatBroadcast TV is great On-Line video is changing that On-Line video is changing that MobileMobile video viewing is way up! video viewing is way up! You should learn basic video production skillsYou should learn basic video production skills Animal stories highly popularAnimal stories highly popular The chances of getting on Google Page One The chances of getting on Google Page One Increase 53 TIMES with Video! Increase 53 TIMES with Video!




RadioRadio

Reaches huge audienceReaches huge audience

Satellite Radio giving radio new Life!Satellite Radio giving radio new Life!

Weekly Weekly On-LineOn-Line Radio Audience Sharply Up 17% Radio Audience Sharply Up 17%

Average person spends 21 hours each week. Average person spends 21 hours each week.

81% of all Adults listen to radio in the car each week81% of all Adults listen to radio in the car each week

Talk Radio has LOTS of time to fill!! Talk Radio has LOTS of time to fill!!

Easy to do! Easy to do!


Print MediaPrint Media

Much electronic media comes from print Much electronic media comes from print Half of Americans read print news daily Half of Americans read print news daily Print companies finding new media strategyPrint companies finding new media strategy Citizen journalists: Citizen journalists: bloggingblogging Can be done when you have the time (stored)Can be done when you have the time (stored) Can be re-purposed; clients / site / blogsCan be re-purposed; clients / site / blogs


NEW Media!NEW Media!Why The Explosion?Why The Explosion?

Today we SEEK news/information, Today we SEEK news/information, rather than wait!rather than wait!

Technology is wildly popularTechnology is wildly popular

Most Now Most Now believe traditional media believe traditional media does does not not report facts or are biased!report facts or are biased!

Few Trust Today’s MediaFew Trust Today’s Media


To Be Effective:To Be Effective:

• Courage / DesireCourage / Desire• Preparation / RehearsalPreparation / Rehearsal• Leads to Leads to ConfidenceConfidence

ThenThen• Understand their sideUnderstand their side• To have a good story To have a good story • To be To be “easy” “easy” to produceto produce


Keep in Mind:Keep in Mind:

• Remember news is happening NOW• News is VISUAL• News is information and entertaining• News has an EDGE• Local news is LOCAL• News Producers are very pressed for time

• Be Quick!


RadioRadio

• ENERGY!ENERGY!• ENTERTAINMENT ENTERTAINMENT • CONTROVERSY CONTROVERSY • COMPELLINGCOMPELLING• INFORMATION!INFORMATION!• A CALL TO ACTIONA CALL TO ACTION


News People Are:

• Ignorant of your issues• In a huge hurry – driven by deadlines• Rarely have underlying agenda • Don’t usually want too much detail• Like the negative or sensational• They are skeptical and probing• Think in sound bites or headlines• Not your friends• Not your enemies


How Can We Be Successful?

• Learn what they need from you• Practice the skills• Don’t be shy about calling them• HAVE YOUR MEDIA TOOL BOX READY• Become a valuable “source” • Keep contacts up-to-date• Thank them and…• Send them story ideas


How Do We UseMedia For Marketing?

Earned Vs. Paid ExposureLocal daily, weekly, monthly paperCoupons, Ads, Events…Guest appearancesNewsworthy stories, contests,Become media sourceRegular appearances


Determine what stories anglesare of interest to a news audience:

Examples: DId You Know…

Home Hospice Is Here For Your Best Friend?There Is A Lot We Can Do When It Looks Like The End?

Euthanasia Is Not The Only AnswerWe Start Caring When The Medicine StopsThe New Science Of “State Of The Heart”Our Pets Are Love Warriors, and We Honor ThemPalliative Care for Pet FriendsThe Right Way To Say Goodbye

Step ONE: The Story


• Something that is happening NOW • A seasonal event• An unusual case• Local happenings• Good causes• “How to” stories • The local angle on national news• The results of a new survey• A new product or service that will benefit people• Things that make people’s lives easier• Controversial issues• Make the producers head tilt! Huh!!

What Makes A Good StoryWhat Makes A Good Story::


Make a list of “most desired media” for your story idea. This is the media that reaches your target audience. And it is not necessarily all the big media.

Newspapers, radio, television, neighborhood weeklies, “community” media is best.

Gather contact information for this list keep it fresh. Get email and faxes

Don’t forget to ask staff and clients who they know

Step TWO: Media List


Step THREE: Make A Media Kit

• Glossy Binder • Photo And Bio • News Release• Story Rundown • Letters Of Praise And Testimonials• Company History• Letter Or Tape From Prior Media Appearances• Potential Interview Questions• Any Published Articles• Your Business Card• Brochure, Sample, Radio Tape, Promotional Item


Learn how to write a News Release

Learn how to pitch the story to:

Morning TV News Morning Drive Time Radio Talk Radio Specialty Shows Noon TV News General Community Affairs Shows Don’t forget the small stuff! Very effective.

Learn how to pitch the story using E-Mail

Step FOUR: Deliver it


Contacting The Media Do your homework and find out the right person to call. Don’t be a pest – know how much is right.

Find out when is the best time to call. Deadlines, on the air, promo time, staff meetings.

Remember they are very busy and you need to get to the point quickly – 10 seconds! If they like the sound of your story idea, they will give you more time.

Create a one-page guide of your story and have it in front of you when pitching.

Don’t forget - you are building a relationship and a “no” only means no for now.

Be ready to send support info, discuss visuals, give back up data and how the story affects local viewers, listeners and readers.


Connecting With ReportersConnecting With Reporters

1. Know the media you are calling“I love your show”, be a real consumer

2. Build and maintain a fresh media listThis takes time, staff can help, know their reporting

3. Know when and how to contact themFax, phone, email. Soon after a show is good

4. Get focusedDon’t “wing” a pitch. Prepare and be concise.

5. Think headlinesSave the details for later. Remember, listener, viewer

and reader service!!


Connecting With ReportersConnecting With Reporters

6. Use email carefullyIt works well, just use it correctly

7. Remind them who you areThey hear from hundreds a day – remind them

8. Stay in tune with your reporter baseGet something newsworthy to them every month

9. Do what you tell themFollow through on all promises

10. Good Follow-upEach one is a bit different as to how much is too muchSome like to be reminded. Try to get them on the

phone. Leave one message then no more. Try different times.


Step FIVE: Be A GOOD Guest!

• Arrive on or a little before Arrive on or a little before the time they ask you to. the time they ask you to.

• Dress properly; Lab coat & tie Dress properly; Lab coat & tie or Business Casual – or Business Casual – MORE ImageMORE Image and IMPRESSION than fact is and IMPRESSION than fact is communicated in media! communicated in media!

• Bring all your props, visuals. Bring all your props, visuals.

• Be energetic, enthusiastic, personable, fun, Be energetic, enthusiastic, personable, fun, interactive, quick and be ready to think on your feet. interactive, quick and be ready to think on your feet. Give the audience the benefit of listening to you.Give the audience the benefit of listening to you.


The Message:

• It is much more persuasive to connect It is much more persuasive to connect with an audience on an emotional level, as opposed with an audience on an emotional level, as opposed

to a practical one, and emotions are evoked by to a practical one, and emotions are evoked by touching our values! touching our values!

• STILL be focused! The message must be clear, STILL be focused! The message must be clear, concise, value-based image or statement that concise, value-based image or statement that connects with the audience in a meaningful way. connects with the audience in a meaningful way.


Step SIX: Be Responsive

• To all media requests for informationTo all media requests for information

• To all media’s really stupid questionsTo all media’s really stupid questions

• To the media tendency to want everything on short To the media tendency to want everything on short noticenotice

• To all potential clients who have seen your wonderful To all potential clients who have seen your wonderful work and call your office. work and call your office.

• To the media’s desire to have you on again To the media’s desire to have you on again


Step SEVEN: Repeat Steps 1-6

• Become an avid radio listener and television viewer Become an avid radio listener and television viewer

• Develop a sense for what makes producers interested Develop a sense for what makes producers interested in your professionin your profession

• PracticePractice and improve your abilities to do good and improve your abilities to do good interviews and news segmentsinterviews and news segments

• Approach the media with regular story ideas – you Approach the media with regular story ideas – you want them to see you as a source of good information want them to see you as a source of good information

• Don’t forget to tell your clients about your work in the Don’t forget to tell your clients about your work in the media media

Copyright 2013, Veterinary News NetworkCopyright 2013, Veterinary News Network

A Practical Overview Of A Practical Overview Of Social MediaSocial Media




The MightyThe Mighty


What Social Media Is What Social Media Is NOT…NOT…

A quick path to successA quick path to success

Something for someone else to do Something for someone else to do

An immediate increase of new clientsAn immediate increase of new clients

A foolproof way to market your practiceA foolproof way to market your practice

A “set it and forget it” way…A “set it and forget it” way…

A replacement for other publicityA replacement for other publicity

Without a well run, client friendly practice and staff, Without a well run, client friendly practice and staff, social media can be a real double edged sword. social media can be a real double edged sword.

In fact, social media can allow an upset client to In fact, social media can allow an upset client to reach thousands reach thousands before they leave your parking lot! before they leave your parking lot! . .

That will kill you. That will kill you.

Focus on outstanding client service and people will Focus on outstanding client service and people will sing your praises – sing your praises – Online and OFF-line. Online and OFF-line.

Don’t believe that Social MediaDon’t believe that Social Media is a fix for bad client service…is a fix for bad client service…


What Social Media IS…What Social Media IS…An inexpensive and easy way to target clients and potential An inexpensive and easy way to target clients and potential

clients in your areaclients in your area

A way to create a positive first impression about your A way to create a positive first impression about your

business – before they even meet you!business – before they even meet you!

Social Media allows you to earn a reputation as a caring Social Media allows you to earn a reputation as a caring

expert (expert (And That Means With Media Too!)And That Means With Media Too!)

An interactive, dynamic and high-tech tool that enables you An interactive, dynamic and high-tech tool that enables you

to educate and motivate clientsto educate and motivate clients


What Social Media IS…What Social Media IS…

Your website and/or blogsYour website and/or blogsReview sites (Yelp)Review sites (Yelp)Comments on news stories/articlesComments on news stories/articlesNetworking sites (Facebook, Twitter, Linked Networking sites (Facebook, Twitter, Linked In)In)Video sites (YouTube, Vimeo)Video sites (YouTube, Vimeo)ForumsForumsWhich social tool reaches the audience that Which social tool reaches the audience that is best for you?is best for you?


Success in social media is NOT measured Success in social media is NOT measured by the number of “fans”, “followers” or by the number of “fans”, “followers” or “likes”“likes”

Success is measured by the Success is measured by the qualityquality of of the communitythe community

Engagement occurs when other people Engagement occurs when other people like and share your content, widening your like and share your content, widening your audienceaudience

Don’t OUTSOURCE this important job!Don’t OUTSOURCE this important job!


• Beautiful & SimpleBeautiful & Simple• Image and Impression Image and Impression • FUNCTIONALITY:FUNCTIONALITY:

Flash rotatorFlash rotatorMap & hoursMap & hours

ServicesServices

Virtual tourVirtual tour

Staff Photos!Staff Photos!

AppointmentsAppointments

Rx refillsRx refills

Library Library

Few LinksFew Links

TestimonialsTestimonials

LogosLogos

EmergenciesEmergencies

Boarding & GroomingBoarding & Grooming

After care instructionsAfter care instructions

WebsitesWebsites



Final note on websitesFinal note on websitesRemember…this is your HOME. Remember…this is your HOME. • Keep the pages fresh, especially the home page. Keep the pages fresh, especially the home page.

Don’t let months go by without updating the home Don’t let months go by without updating the home page.page.

i.e. Pet food recall information still on some i.e. Pet food recall information still on some veterinary websites! (2005)veterinary websites! (2005)

Per VetLearn…54% of practices updates their Per VetLearn…54% of practices updates their site a few times a year or NEVER!!site a few times a year or NEVER!!

Phone Number “Above The Fold” Please! Phone Number “Above The Fold” Please!


Founded in 2004Founded in 2004 Easy sign up, use and navigation Easy sign up, use and navigation Currently the largest social network Currently the largest social network (>1 (>1

Billion!)Billion!) More than ½ log on every day!More than ½ log on every day! Very informal, social, friendlyVery informal, social, friendly Can be used for Marketing, EducationCan be used for Marketing, Education Relationship building (personal or Relationship building (personal or

business)business) Huge High School Reunion! Huge High School Reunion! Should have a Personal Profile and a Should have a Personal Profile and a

Business Page!Business Page!


What To Put OnWhat To Put OnYour PageYour Page

Clients “like” your page because they are interested in Clients “like” your page because they are interested in you and your hospital!you and your hospital!

Anything that would be interesting to clients:Anything that would be interesting to clients: Interesting cases (my experiment on what works)Interesting cases (my experiment on what works) Photos / VideosPhotos / Videos Your Blog PostsYour Blog Posts What you are doing for the communityWhat you are doing for the community Fun Facts about PetsFun Facts about Pets Share other interesting business pagesShare other interesting business pages Make sure your Page is connected to your Make sure your Page is connected to your

website!website!


Warning!Warning!

A Facebook Page does NOT replace A Facebook Page does NOT replace your website!your website!

Facebook will always “own” the page and can Facebook will always “own” the page and can remove it at any time, without warningremove it at any time, without warningFacebook’s platform, although powerful, is Facebook’s platform, although powerful, is limited.limited. Not easy to explain complex issues or topics.Not easy to explain complex issues or topics.Facebook is the “party”, your practice website Facebook is the “party”, your practice website is is HOME!HOME! Focus on bringing people to your home on the Focus on bringing people to your home on the

webweb


A House Build On Many Supports!A House Build On Many Supports!


Connect with TwitterConnect with Twitter

Recommend connecting your Twitter Recommend connecting your Twitter account with your Facebook Pageaccount with your Facebook Page• www.facebook.com/twitter• Allows your posts to be simultaneously Allows your posts to be simultaneously

“tweeted”“tweeted”• Keeps a presence on Twitter without extra Keeps a presence on Twitter without extra

efforteffort


• Began in 2011Began in 2011• Around 400 million registered usersAround 400 million registered users

• >100 million visit every month>100 million visit every month• Individual profiles and business pages allowedIndividual profiles and business pages allowed• ““Makes connecting on the web more like Makes connecting on the web more like

connecting in the real world”connecting in the real world”• Easy method of sharing different things with Easy method of sharing different things with

different people.different people.• Circles, HangoutsCircles, Hangouts


Began in 2005Began in 2005 Second largest search engineSecond largest search engine 60 hours of video are uploaded every 60 hours of video are uploaded every

minuteminute 500 Years of video are watched everyday 500 Years of video are watched everyday

on Facebookon Facebook 4 billion videos viewed daily4 billion videos viewed daily 4 billion hours of video viewed monthly4 billion hours of video viewed monthly SEARCH?? SEARCH?? Your chances of being “Google Your chances of being “Google

One” are 53 Times Greater with Video! One” are 53 Times Greater with Video!


If you already have a Google account If you already have a Google account (gmail, blogger, adwords, ad sense)(gmail, blogger, adwords, ad sense) you can easily start your YouTube you can easily start your YouTube channel.channel.

Online video accounts for 50% of all mobile traffic! Online video accounts for 50% of all mobile traffic! YouTube accounts for 28% of all Google Searches! YouTube accounts for 28% of all Google Searches!

Videos have a 41% higher click through rate than Videos have a 41% higher click through rate than plain text results. plain text results.

But not easy for average practice or business. But not easy for average practice or business.


Began in 2003Began in 2003 More than 238 Million Users + 1 million More than 238 Million Users + 1 million

new per week (~100 M in US)new per week (~100 M in US) Professional / Executive (50% have BS or Professional / Executive (50% have BS or

Graduate Degree)Graduate Degree) Huge Data Base and SearchHuge Data Base and Search Connecting gives you 3 levels of Connecting gives you 3 levels of

connectionsconnections Connect with highly connected peopleConnect with highly connected people 81% belong to at least one group81% belong to at least one group 3 Million company pages3 Million company pages


Connect with Highly Connected People


Twitter Twitter Learning to ListenLearning to Listen

Many people don’t “get” Twitter and even Many people don’t “get” Twitter and even find it annoying.find it annoying.


80% of Twitter accounts are inactive20 million accounts are fake@ 500 million users340 million tweets dailyMost do not know how to use and abandon94% of accounts have < 100 followers5% of users = 75% of all activityThe Twitter “core” is very committed

Is Twitter For Real? OR a Fad?


• According to Pear Analytics:

•Pointless babble – 40%•Conversational – 38%•Pass-along value – 9%•Self promotion – 6%•Spam – 4%•News -4%

• The NEWS category is growing! As news gathering / research in real time.

What are people doing on Twitter?


TweetDeck


HootSuite


American Society of Veterinary Journalists

Become A Certified Veterinary Journalist!Become A Certified Veterinary Journalist!

www.ASVJ.org


Contact Information: Contact Information:

Dr. Jim HumphriesDr. Jim [email protected]

719-495-2100719-495-2100

www.MyVNN.comwww.MyVNN.com

Date post:	21-Jan-2015
Category:	Lifestyle
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IAAHPC; Social and Local News Coverage For Your Service

Lifestyle