Getting the Word Out About WOC Nurse Week: Public Relation Strategies for Success
Jan 01, 2016
Getting the Word Out About WOC Nurse Week:
Public Relation Strategies for Success
What
the Heck
is P.R.
Anyway?
Media Interview Possibilities
• TV, radio & print
• Taped vs. live
• Full interview vs. sound bite
A media interview is not an ad
Why the Media Seeks Experts
• To educate the public
• To validate or dispute information
• To make their coverage more interesting
Picking a Topic
• Tie-ins with existing awareness campaigns: Nurse Week
• What’s hot
• Recent studies or reported trends
• Seasonal topics
• Area of personal expertise
Why do Media Interviews?
• Educate the public• Promote your profession• Enhance the reputation of
WOCN• Increase professional credibility
for yourself• Provide positive P.R. for your
place of work• Clear up inaccuracies• Respond to positive or negative
current events
Get to Know Your Media Market
• Local Newspapers
• TV Stations with local News
• Area radio stations
And now……the pitch!
The Press ReleaseHEADLINE
5W & How
Why Bother?
Quotes
Background
End
Mastering the Media Interview
Print – Interview Possibilities
• Running of entire press release• Profile on you or your practice
setting• Quotes from you within reporter-
written story
Newspapers vs. Magazines
Mastering the Media Interview
Print – What Works
• Educate the writer
• Understandable explanations
• On the record vs. off the record
• Offer photo-ops
• Be careful what you say
• Be sensitive to deadlines
Mastering the Media Interview
Print – What Flops• Inaccurate information….
with you as the source!
• Confusing explanations
• Comments which insult & offend others
Mastering the Media Interview
Radio – Interview Opportunities
• Public affairs interview
• News interview
• Public service announcement
Mastering the Media Interview
Radio – What Works• Breadth of information
• Engaging dialogue
• Clear, articulate voice
• Understandable explanations
• Strong sound bites
• Tips or pointers that stick
Mastering the Media Interview
Radio – What Flops• Long, awkward pauses• One word responses• Saying “umm”• Coughing & sneezing• Confusing, technical answers• Wrong information• Jingling jewelry• Gum chewing• Insulting or offending your
audience
Mastering the Media Interview
Television – Interview Possibilities
• Public affairs interview
• Event coverage on news
• News interview
• Profile story
Mastering the Media Interview
Television – What Works• Professional attire• Eye contact with interviewer• Understandable explanations• Strong visuals in ideal setting• Related footage• Pauses for editing• Confident delivery of
information• Patient participation
Mastering the Media Interview
Television – What Flops• Shifty eyes, not looking at
reporter• Awkward body movements• Tapping, shifting, swinging arms• Short, choppy sentences• Technical answers• Bold patterns• Big hair & jewelry• Dirty or disturbing surroundings• Background noise
Getting the Benefit of Your P.R.
• Post on website
• Frame in your office
• Include in newsletter or next mailing
• Press release to non-competing media outlet
WOC Nurses&
Your P.R.
What’s Ahead?