Transcript Developing a Healthy Public Relations Program

Developing a Healthy Public
Relations Program
Sandi Copes Poreda
Public Relations Professional, Tallahassee, FL
Board member of the FL PR Association
What is Public Relations?
You can’t choose whether to have public relations; you
can only choose what kind of public relations you will
have.
Public relations is any communication you have with
your audiences in one way or another. Even no
communication at all is a form of communication.
PR = Public & Personal Relations
Public relations is more than just publicity.
Effective public relations develops the underlying public
support and member involvement needed to reach the goals
of the association.
As a communicator, you are dealing with individuals whose
perceptions and attitudes have a potential impact on your
association, including patients and customers.
The actions of all involved speak for the association.
Planned Communication
Reactive vs. Proactive Communications
In the reactive mode, the best that can happen is
occasional good luck. At worst, a potential disaster
can turn into a crisis.
Planning can help you anticipate problems and
keep them from occurring.
Planning can also help achieve a successful public
relations program.
Crisis Management
A crisis can occur without any sign of warning.
No company or organization is immune to crises.
The careful preparation, development and execution of a
crisis communication plan can give you a better opportunity
for a fair hearing.
Three essential steps
Anticipate the crisis
Prioritize the types of crises
Consider worst case scenarios.
Creating the Plan: Advance Steps
Identify your crisis response teams so that the
association can go on about its regular activities as
normally as possible while the team responds.
Identify a spokesperson or spokespeople who will
manage media briefings and other communication,
both internal and external.
Get media training for all spokespeople.
Creating the Plan: Advance Steps
Practice running through your plan to get a feel for how
management will respond.
Create a set of written guidelines in case your primary
spokesperson is unavailable
Create a system for checking message statements made by
internal and external spokespeople.
After the crisis, measure the effectiveness of your crisis
management.
Implementing the Plan: Day-of Steps
Create an issue checklist
Issue:
Urgency:
Background:
Company/Organization Position:
Suggested Messages:
Additional Information:
Implementing the Plan: Day-of Steps
Evaluate the potential lifespan of the crisis and plan
accordingly.
Develop a fact sheet. All information released should
be drawn from these prepared and checked sheets.
Prepare and release a statement on the severity of the
crisis from someone in authority.
Anticipate questions from the news media and prepare
responses in advance.
Working with the Media
DO…
Know your story.
Be honest. Tell the whole truth.
Be prepared and anticipate potential questions or requests.
Avoid industry jargon and acronyms.
Be honest. Tell the whole truth.
Do not repeat negatives. Always answer in the affirmative manner.
Use quotable language – Short, clear and complete sentences.
Use figures, examples – this gives your audience something to use.
Flag items of importance. “Keep in mind...”; “The most important thing...”
If you don’t have the information requested immediately available, get it and get back to
the reporter.
Ask for and respect deadlines.
Let people know when they can expect the next update or more information.
Be polite, but assertive.
Working with the Media
DON’T…
Ignore or deny a problem.
Give misleading information.
Tell only part of story.
Assign blame.
Over-confess or over-share.
Deliberately ignore or miss deadlines.
Get hostile when questioned.
Get too friendly with members of the media.
Assume you’ll get the benefit of the doubt if you weren’t clear with your
message or response.
Deluge the media with pitches and stories. Only provide information that is real
“news.”
Questions?
Tools for Developing a
Healthy PR Program:
ASHP Resources
Aretha Hankinson, Manager
ASHP Public Relations
In case of emergency. . .
Pressing
communications/advocacy issue
 ASHP PR staff
 Communications consultant
 Local firm
How ASHP Can Help
Communications counsel
 Developing proactive crisis communications plan
 Media training
Media Outreach
 Assist with development of media lists
 Quick dissemination of statement
 Media monitoring
Creating Positive Relationships
Media Outreach
 Press releases, media advisories
 Op Eds, letters to the editor
Special events
 Health observances
 Community outreach
Advocacy
 Legislative Day
 Pharmacy Site Visits
Creating Positive Relationships
“Pitch” reporters the local angle on national stories
Partner with health systems & community groups for
events
Build relationships with state & federal legislators
Public Relations Toolkit
Detailed “how-tos”
for public relations
activities
 Media outreach
 Community programs
 Advocacy
http://www.ashp.org/DocLi
brary/AboutUs/StateAffiliat
e/Affiliate-Toolkit.aspx
Getting Started
Appoint PR
Committee
 State-wide
representation
 Assignment
Regional champions &
spokespeople
Develop yearly
communication plan
Develop key messages
Partner with Pharmacy Directors
 State-wide
 Community outreach
programs
 Maximize resources
Encourage Participation
 Publicize activities,
successes in
newsletter, Web
 Recruit volunteers
Pharmacy Director
partners
Speakers Bureau
PR Committee
Tools You Can Use
Public Service Announcements
 “Hammer” Radio
Importance of keeping a medication list
Safemedication.com
 “Ask for Me”
TV
Radio
Print
Tools You Can Use
“Unsung Heroes”
 Hour-long public television program
 Traces contributions that pharmacists
make to patient care across a variety of
practice settings.
 20-minute “educator’s” version—aimed
at middle, high-school students
Tools You Can Use
“Your Hospital Stay” DVD
 Educates patients about the
pharmacist’s role in medication safety
 Encourages patients to take an active
role in their care
Coming Soon. . .
Guide for Planning High School Pharmacy Tours
National Hospital & Health-System Pharmacy Week
 October 16-22
PR Network “Idea Swap”
 ASHP Midyear 2011
How to Reach Me
Aretha
 [email protected]
 301-664-8671
Questions?
That’s all folks . . .