Was your healthcare organization featured in an article? Use these 12 healthcare PR tactics to get media mentions and greater impact for your story.
Your healthcare organization was written up in the newspaper or a specialty publication. Congratulations! Now, are you doing all you can to share this success?
When healthcare organizations are recognized for their expertise, media mentions keep the organization top of mind with grateful patients, potential clients, supporters and referral sources. Each audience seeks resources and information via different platforms — online, magazines, newsletters, events and video — so make a point of spreading the word about your news story as widely as possible.
Healthcare PR: Tactics
The following healthcare PR tactics will guide you to promote your media coverage and amplify readership; they are ranked from easiest to most time-intensive:
- First, create a bitly link to shorten the article’s long URL, so that you can identify how many people click on the link to read the article.
- In your email signature, provocatively summarize an essential point made in the article and embed a link.
Social media sharing
- Have the person who is quoted or the subject of the article (and others on the team) post a brief comment and the link in the update box of her LinkedIn profile and also on the organization’s company page on LinkedIn. This mention will automatically be broadcast to all their connections.
- Summarize the article as a question to which the article is the answer and post that in LinkedIn groups. Or, if appropriate, you may spark debate or note how this example is a best practice and offers a solution to a recurring problem or situation. (The less self-serving the better.)
- Similarly, frame the article’s insights as a case study; then, share that preface and the link on Twitter.
- Post a link to the article on your healthcare organization’s Facebook page.
- Secure permission from the publication, which may charge you a fee, and print the article as a PDF. Add the PDF to your healthcare organization’s website and post a link to it on the home page (for about one month or until it becomes outdated). Place it also in the news section, and wherever else on the website might be appropriate.
- Mention the article in the client or donor newsletter – and in the employee newsletter. Perhaps add some context, complemented by a photo or graph to underscore certain aspects of the subject that were not fully addressed in the article.
Creating content opportunities
- Consider the article as a calling card to introduce the source(s) to other reporters. Being quoted in the news grants status as an authority; share that expertise and offer these journalists a different angle or an update. Mention some ideas, that were not discussed in the article, and are particularly relevant to this publication’s audience. Suggest another, related topic and offer insight
- If there are appropriate industry blogs, reach out to those bloggers; suggest a post as a guest writer or arrange an interview.
- Contact the chair of the Education or Program Committee of a relevant healthcare industry or professional organization. Propose that the doctor (and perhaps a client/patient) speak on a panel to explore this topic as a case study in more depth, with examples and lessons learned.
- Offer to revise the article’s themes as a case study for editors of industry and membership association newsletters.
- Conduct an interview with the source in the article and record a podcast or video that can be posted and shared.
- For a nonprofit group, tell your Development colleague about the news story, so it may be shared with interested donors
You worked very hard to get that news article; now make it work for you! Reach out to: current contacts, prospective clients, professional colleagues, industry peers, reporters, bloggers and potential collaborators, not to mention website visitors, event and conference attendees, plus the LinkedIn universe and Twittersphere in a dozen ways to make the most of your media coverage.
About the writer
Janet Falk (http://www.janetlfalk.com/) is a Communications professional with more than 25 years’ experience in-house and at public relations agencies. She manages pro-active media outreach and has secured placement of executives and events in local, national and international print and broadcast media. Attorneys, accounting firms, small business owners, consultants and nonprofit leaders rely on her insight, strategy and analysis. Janet is a versatile writer who can prepare newsletters, speeches, advertisements, presentations and website copy, as well as marketing literature.