Many - I’ll wager the majority - of hospital marketing staffs are gasping for air from too much to do, too many meetings, and not enough time to imagine, create and execute. One task that frequently gets pushed to the back burner is pitching stories to the media when, in fact, such stories in newspapers, on the internet, and on TV are not only free (talk about cost effective!) but yield the greatest credibility.

Picture this. A positive story about a new procedure at your hospital or practice appears in a newspaper with an impressive circulation. The article involves an elated patient and his or her compelling story. It quotes the physician(s) and/or CEO and contains two photos, in color of course, and a graphic.

It simply cannot get better than that.

Media relations is an intricate communication system that can result in a glorious story. The operative word here is “can,” not “will.” The media decision makers hold all – repeat all – of the power. It behooves you to research each and every decision maker. Read their stories, watch their segments, read their blogs. Find out how they prefer to receive an idea – by email, phone or some other method. Snail mail is just about as obsolete as faxing.

You must learn what is newsworthy about your hospital or practice, and the ability to recognize news is a matter of sharpening your antenna and becoming more aware of, well, everything. In my opinion, some of the best stories are told from the patient’s perspective.

Anniversary years (1st, 50th, 100th, etc.) can be news as are staff promotions and new hires. When your CEO is a keynote speaker, it’s news. When one of your docs does something remarkable, like prepare for the Ironman, it’s news. A volunteer of the month can lead to a feature story about the person, especially in his or her hometown, and it’s more than likely the person will be quoted saying something pretty wonderful about the hospital. Donate used equipment to third world countries. The list is endless, and all of it builds awareness and credibility.

Avoid “the first,” “the best,” “the only,” unless, of course, they are true. If you use those words, can you prove it?

Before you actually contact a specific editor or writer, have something in writing – a press release, white paper, media alert – 100 percent ready to be emailed should the press person say, “That sounds interesting. Can you send me something?” These folks have incredibly tense deadlines, so get to the point right away. Many of them are a challenge to reach. If and when you do get through, don’t ramble. Use a script if necessary.

Television news planners are always on the hunt for good stories, but for TV consideration, the stories must be extremely topical, compelling and most of all - visual. An audience listening to a panel of experts is not very visual, but a new procedure to stop snoring is. For TV, think action - real patients, an articulate doctor, x-rays, graphics - stuff to see!

Many radio stations do live interviews, and again, find out how to pitch an idea. Did you know that radio stations give a percentage of airtime to not-for-profit organizations? They accept 10, 30 and 60 second PSA (public service announcements), and frequently read them. If your hospital is having a women’s symposium or sponsoring a walk/run for the community, radio will respond.

Make certain your organization’s website is first-rate. Use Google Alerts to keep your eye on what’s being said or written about your hospital, specific procedures, etc. Post your releases on your website, not only for media but for consumers, too. Pitch the bloggers and offer lists of tips on prevention. Check out Technorati Inc., an expert on blogs about industries and writers. The use of the internet grows daily. Keep up.

Following a story’s appearance, it’s a nice gesture to write a brief thank you note to the writer, producer, etc. I am convinced such words are truly appreciated by media people. It’s just a nice thing to do.

Writers have a lot of white space to fill every day, TV producers have the minutes, and the internet is limitless. Stories are sought, my friend. Go for it!

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Published in Chicago Hospital News
December 2007 Issue - Page 4