Driving the Hits: Using PR to Tell Your Story and Change Minds
Wednesday, April 27th (10:15AM)
Brendon Shank, Assistant VP of CommunicationsTodd Von Deak, MBA, CAE - VP of Operations & General Manager
Society of Hospital Medicine (SHM)
www.asaecenter.org/mmccHub Tag: #MMCCon Is2
Twitter:@bshank
Let’s Start with a Little “Pitch” Trivia
The Patient
• Low mainstream awareness
• Low, but growing, awareness among trade press
• Diversity of messages
• Fuzzy media radar
The Patient Presents With…
The Diagnosis…
Do You?
What is a Story?
Identify Your Story?
• Good Characters• Challenges/Problem• Results
• Messages do not equal stories• Promotions do not equal stories• Announcements do not equal stories
SHM’s Recipe
• Core Message
• Problem / Solution
• Good Sources
Stories are like food. We all intuitively known when it comes together.
Promote It!
SHM’s Recipe
• Identify target audience(s)
• What DO YOU WANT THEM TO DO?
• Message
• Research, Research, Research
Sell your story through better product development.
1. Check your releases2. Ask yourself “is this news?”3. News in your RSS feeds &
blogs4. Research the media that
reach your audiences5. Refine your media lists
10 Easy Things to Start On6. Tweet your news7. Give context: “why is this
news?”8. Listen. Listen. Listen.9. Reach out now – even if
you don’t have news10. Don’t expect instant
success
Are You the Slugger or the Contact Hitter?
SHM’s Recipe: Customizable Scorecard
Points on the Scoreboard in just 2 Weeks
• Complete Your Grid
• Be Relentless on the Basics
• Decide what kind of hitter you are
• Sell Less, Listen More
Questions, Want Samples?
800-843-3360
800-843-3360
One More Sample…