Letter Rip: Send that Letter to the Editor

Research, Customization will Increase Your Odds of Success

The letter to the editor, alongside its big brother, the op-ed, is a tried-and-true earned media tactic. And for good reason: letters are reader-contributed, run the gamut of topics that are news-based and “evergreen,” and are generally short, which means they get read. On top of all that, newspapers publish several every day, and as a result have a solid appetite for good ones.

Frequently appearing in hyper-local markets, letters can be a significant consumer marketing tool. They are effective for a variety of reasons:

  • Educating the public (or correcting the record) about a specific health concern, issue or controversy
  • Creating/enhancing name/brand recognition within the target area
  • Establishing the client’s reputation as an authority on the specific topic or issue
  • Reinforcing the client or organization as a caring and concerned member of its local community(s)

Establish Goals, and Don’t Self-Promote

SPRYTE has had great success with well thought-out, well-researched letter to the editor campaigns on behalf of various clients, frequently publishing the same letter in a number of newspapers across the country, under different bylines, where clients have local offices or franchises, for example.

But the letter to the editor isn’t low-hanging fruit. Success hinges on several factors, not the least of which is the skill of the writer. While the urge is to get your organization’s or client’s name out prominently and positively, editors will see right through letters that are too self-promotional. Writers need to constantly ask the question, “What will the paper’s readers get out of this?” More precisely, what public good can we provide, or what useful or compelling information can we share? What important topic or viewpoint can we open readers’ eyes to?

As with just about all earned media tactics, it’s useful to lay out your goals first, then let them inform the content of your letter. If your goal is to inform readers, make sure to include facts and/or statistics. If you want to thank or bring attention to a group, highlight the problem the group or individuals have helped to solve, and what they’ve accomplished. And if your goal is to weigh in on a subject that’s being widely covered and thus gain thought-leadership credibility, be sure to base your argument on established facts and logic.

Best Practices for Your Letter to the Editor

Here are some more tips from SPRYTE’s playbook for leveraging letter to the editor campaigns:

Avoid high-traffic times of year. Saluting mothers on Mother’s Day, or veterans on Veteran’s Day or Memorial Day will put your letter into intense competition for space. Same with the winter holidays (resist that New Year’s resolutions self-help letter). Instead, if you’d like to peg your letter to a significant or recurring event, set your sights on less prominent days, such as an obscure anniversary, a lesser-known holiday, or an organization milestone that no one else can claim. In recent years, SPRYTE has jumped on Peace Officers Memorial Day, “Juneteenth,” POW-MIA Recognition Day, and National Caregivers Day, generating dozens of published letters.

Move fast. If you want to respond to a published article, or give your take on a topic in the news, waiting even a few days can make your letter to the editor stale. Monitor media coverage that’s relevant to your organization’s expertise, and get the wheels spinning for a letter the day the story runs. Submit it the next day or within 48 hours. And don’t forget to reference the specific article in your letter.

Follow the rules. Many papers have specific guidelines for letter writers, so read them and follow them. Words might be limited to 200 or even 150, so make every word count. (In general, shorter letters or more likely to be used in any case.) Some publications require you to e-mail your letter to a specific department or editor, and others have online submission forms. Submit in the prescribed format to give your letter to the editor the best chance of being used. And some papers specifically state they don’t run general “thank you” letters, or letters that don’t respond to a specific article that was published, so make note of those restrictions too.

Customize your letter. If you’ve gone to the trouble to write a letter to the editor, take the time to adapt it for every newspaper/market you’re submitting it to. Include the local office location and healthcare professional’s name, for example, rather than the CEO of the national organization. Name the city and reference the local issue if applicable. This will greatly increase the chance of your letter getting used.

Be available. Just about every paper has a letter verification process to ensure validity, and that might include a phone call or e-mail to or from the letter writer confirming contact information, city of residence and organization. Make sure the person who signs the letter to the editor is aware they might be contacted, or might proactively have to call a number to verify.

Manage expectations. Even if you get a canned e-mail that says your letter to the editor is being considered for publication, you’re only at second base. Your letter might be pushed out due to lack of space, competing, more timely topics, or a more insightful (or entertaining) letter on the same subject. Then again, if your letter is more of an evergreen, it could run days or even weeks letter when you’re not expecting it.

Letters to the editor can be a powerful tool in the healthcare communicator’s arsenal. They can build your reputation, influence public opinion, spur changes in behavior, and, as part of a bigger campaign, possibly even influence public policy. So letter rip!

 

Beware the Pay-for-Play

Is that PR Gold in that E-mail, or Iron Pyrite?

No doubt you’ve received that pay-for-play e-mail: a breathless offer to feature your organization on television, or interview your CEO or a doctor on a major healthcare podcast or website.

One such offer recently came to us through our home care client, inviting their participation in a segment on solutions for seniors aging at home. This was for a familiar TV lifestyle program on a well-known basic cable channel, owned by an even bigger entertainment company. At first read, it sounded legitimate; we’ve all seen these types of programs, and they interview people and gin up the latest innovations all the time. There were multiple follow-up calls and e-mails. But closer inspection revealed this was nothing more than pay-for-play…with a hefty five-figure “pay” element attached.

 

Avoiding the Nefarious Quid-Pro-Quo

This quid-pro-quo is nothing new. As mentioned above, we’ve all found them in our inbox, or maybe the junk mail folder. And there’s nothing particularly insidious about a programmer seeking money to say good things about your organization (or allow you to say good things) in front of a large audience. The trouble comes in the level of transparency, or lack thereof.

Even reasonably intelligent people might not quickly discern the offer’s true nature right away, especially when it involves a recognizable or even a household name. We’ve even seen offers to interview a client’s CEO on a national news network, only to learn it’s a freelance former cable journalist who produces the video, then promises to place it – for a four-figure fee – on that network’s sub-site for citizen journalism.

At first glance, such offers are appealing. But then that “too good to be true” skepticism kicks in. Why us? Why now? How’d they get my name? Unfortunately, by the time you find out there’s payment involved, some staffer has wasted time vetting the opportunity, or making a phone call with a long-winded “producer” or “programming assistant.” The proliferation of online media outlets continues to blur the line for both healthcare communicators and consumers themselves as to whether what they’re seeing is earned media or paid-for content.

 

An Issue of Reputation

Worse yet, for all the short-term eyeballs, regularly engaging in pay-for-play opportunities could have a negative effect from a reputation management standpoint. Who among us bestows the same credibility on an advertorial as an earned media placement in a well-known media outlet?

Conversely, some offers are, in fact, legitimate PR opportunities, so turning a skeptic’s eye on all of them might result in a missed golden opportunity. So what’s a harried communications professional to do?

Read the e-mail closely. They might be a few paragraphs down, but you may find the words “symbolic payment,” “stipend,” or “small honorarium” involved. It may ask you to simply subsidize a production fee. But frequently, there will be no mention of remuneration anywhere in the initial outreach, as was the case with the cable lifestyle program.

Look for an “Unsubscribe” link. A true journalist request won’t have one at the bottom, because it’s not needed. Only mass e-mails have to include an opt-out option. This isn’t a sure sign, however, as some savvy companies will send a personal, hand-crafted e-mail, and others simply ignore the law.

See what others are saying. It won’t take much effort to find other professionals’ feedback on this company or that program. Those who’ve been misled or victimized are often quite vocal in online forums about their experience. When in doubt, solicit peers’ opinions on Linkedin or similar site.

Remember, some offers might be worthwhile. That major online interview isn’t necessarily a scam, as you’re paying a professional to conduct a television-quality piece, edit it, then do the legwork of placing it, where it potentially will be seen by many people. Happens all the time, and some organizations find value in this kind of arrangement, particularly since many viewers aren’t aware they’re watching advertorial content (e.g. an infomercial), especially when it’s running in a medical practice’s waiting room. But again, it comes down to the level of transparency, and at what point the fees are revealed.

Inform your front-line people. Make sure they aren’t dismissing true opportunities simply because they’re not familiar with the outlet, or the person making the request. You don’t want to throw out the golden wheat with the chaff.

In a perfect world, pay-for-play come-ons would show their true stripes from the outset…but that’s probably not effective for their marketers. As healthcare communications professionals, it’s on us to vet such opportunities and counsel our clients before a C-level executive or star doctor gets visions of instant fame and easy national exposure in their head.

Hospital Eagles Pep Rally Scores

SPRYTE Earned Media Attention with “Littlest Fans”

“If it bleeds, it leads.”

That’s an old adage in journalism, but add this corrollary: “If it bleeds Eagles green, it leads.”

Such was the media environment in our hometown of Philadelphia in the two-week runup to Super Bowl LII, featuring our underdog Birds. Trying to grab the media’s attention for anything other than Eagles-related stories was as futile as trying to dribble a football. Now – and we write this with a broad smile on our faces – all the talk has turned to The Return, and The Parade. In the City of Brotherly Love, there are no other stories of interest.

So when our client, Holy Redeemer Health System, told us soon after Philadelphia punched its ticket to the Big Game about two volunteers including a housekeeper who were furiously knitting Eagles caps for newborns in the maternity ward, we immediately launched a PR blitz. Just think of the earned media potential…a bunch of babies in the nursery sporting handmade green and gray caps. We’ve written here before about the appeal of old people, kids, and animals. The combination of wrinkled babies and underdogs in the city of Rocky was tailor made for cameras.

Not only that, the plan to deck out maternity staff and new parents in Eagles colors turned this into a wonderful morale boost for hospital employees, something different and a great way to let them show off their fandom while reaping attention for their compassionate work year-round.

 

Running the PR Playbook

One camp in the hospital eyed Super Bowl Sunday for the rally, but we called an audible on that, knowing the media would be far too focused on day-of coverage in Minneapolis to notice our rally, not to mention the lack of afternoon news shows on the weekend. We chose the Thursday before the Super Bowl, late morning, to maximize coverage.

Holy Redeemer set about lining up parents to participate, with signed release forms. SPRYTE, meanwhile, developed a media advisory, which we shotgunned to area press two days before the event. The event was dubbed the “Littlest Fans Pep Rally,” and we noted that “Eagles fans don’t come any smaller than this!” We offered interviews with new parents, maternity staff and one of the two cap makers, an 80-year-old woman whose son and daughter both work in the system.

The other cap maker had a personal contact with the local Fox station, and they were immediately on board, planning a live segment for the Good Day Philadelphia program. Despite the fact the “official” rally was planned for 10:30 a.m., maternity staff scrambled to corral resources for the 9:30 segment (and the 9:15 live teaser). This also gave a wider berth to other media attending later…and a chance for the babies to rest in between.

 

Carrying the Campaign into the End Zone

The Good Day piece came off without a hitch, and the reporter did a second stand-up for another story during the afternoon news. There were around 17 babies on hand, including a few from the Neonatal Intensive Care Unit. One turned out to be the progeny of a Patriots fan, so on-the-ball staff scrambled to craft a New England cap and onesie.

“I suppose we have to love him, because he was born this way.” — Jenny Joyce, Fox Philadelphia.

That poor outlier became a highly prized part of every story. And there were many. We re-set at least three more times that morning, for a daily newspaper whose coverage area accounts for a large portion of births at Holy Redeemer; for two more TV stories (one station arrived conveniently late, so nobody butted heads); and for in-house video to be shot and fed later to yet another network affiliate that couldn’t attend. Our parents, no doubt bleary-eyed and still recovering in the hours after their blessed arrivals, were great sports, happily showing up each time with their game faces on.

The story aired on all four Philadelphia network affiliates between 4:30 and 6 p.m.; most included an interview with the octogenarian cap maker, and every story mentioned Holy Redeemer Hospital by name.

 

Local Babies, National Attention

But the images were just too cute to not “snowball” from there. Fox News national ran a story with photos online. ABC World News included video in its segment on Eagles fandom the night before the game, in the context of team loyalty being passed “from generation to generation.” CNN ran a story, which was picked up by at least one NBC affiliate in Eastern Iowa as part of their Super Bowl coverage.

While the pep rally was a manufactured media event, it wouldn’t have been possible if volunteers weren’t already knitting caps. But once we knew about it, our special teams took the field, ran the playbook, and scored terrific coverage. The smiles are still plastered on our faces, and those of parents and nurses.

E-A-G-L-E-S Eagles!

Earned Media Fueled SPRYTE’s Launch

But we’ll Endure with Digital

Think about it: when a public relations agency has its own news, there’s inherent pressure to obtain earned media coverage.

Why? So, we can enjoy the credibility that comes with a third party agreeing that our corporate action is newsworthy, and so we can be our own example of the power of publicity.

That was the case a year ago, when after two years of planning and investment, Simon PR, a general PR firm of more than a quarter century, became SPRYTE Communications, a healthcare marketing specialist.

Tomorrow is SPRYTE’s one-year anniversary. In addition to our firm’s new web site, search engine optimization (SEO) investment, social media channels and automated marketing strategy, generating earned media was central to our launch.

And the resulting earned media campaign gave the news of our new brand credibility while creating buzz and spreading the word.

With an exclusive, the Philadelphia Business Journal broke our news on January 23rd. Because of the preparation we did for the interview, the feature length online story included our key launch messages. But it didn’t stop there. We were delighted that reporter Ken Hilario continued to reference SPRYTE’s launch in stories about other agencies throughout the year.

Our agency news was also placed in a variety of print and online media outlets including special interest and grassroots targets like the newsletters of the many associations we belong to and the hometown newspaper of the CEO. We attempted to leave no stone unturned even though, as with any earned media campaign, there were disappointments. Please check out the results from the SPRYTE Communications launch earned media campaign. How do you think we did?

The New Communications Marketplace

We’re the first to admit that we come from a conventional public relations tradition where the primary deliverable is earned media. We thrived in this world for nearly three decades and will continue to up our proficiency as we grow with our clients. But it was clear years before our launch of SPRYTE that we’d better embrace digital marketing, and pronto!

Actually, one of the drivers behind the rebranding was our opportunity to start with a fresh canvas and to offer services that we weren’t known for but were increasingly proficient in, including social media management and digital content marketing.

Most of all, we weren’t known for healthcare public relations even though more than 35 percent of our business has always been in healthcare and we’ve worked on many award winning campaigns with highly notable healthcare brands.

Our team also has experience working in-house in health systems, at big agencies on large healthcare accounts and in big pharma corporate communications bureaus. It makes sense! We are headquartered in Philadelphia, a healthcare capital, with a satellite office in New Jersey, along the life sciences corridor.

While we’ve continued to knock our clients’ socks off with enviable earned media results as SPRYTE, we’ve also:

  • Grown with healthcare automated marketing. We edit several e-newsletters for highly-regarded physician practices. We invested in learning about federal anti-spam laws and patient privacy. This work plays to our strengths as writers and project managers.

 

  • Also playing to our strengths as writers and project managers is our growing proficiency in managing and populating healthcare providers’ social media channels. We also invested in a social media management dashboard to better serve our business in this lane.

 

  • Writing blogs targeted to the healthcare practitioner as part of healthcare providers’ content marketing strategies is a skill we’ve been perfecting as SPRYTE with very seasoned pros on our team who also have life experience and sensitivity to the topics at hand.

As we reflect on a year as the new us, there’s a lot to celebrate at SPRYTE. There’s also a lot to be humble about as the marketplace increases in fragmentation and competition. We’ve been blessed with excellent opportunities in healthcare and we don’t take them for granted for a minute. With as much business experience as we have, we know we must continue to impress while showing passion for the healthcare industries we serve and embracing all the new tools we must deploy to achieve our clients’ business goals.

Here’s to another successful year as SPRYTE Communications!

Twitter Tactics to Reach Reporters

Building Relationships Still Key to Success

It’s often said that it takes work to make a marriage work. Melding two lives, lifestyles and families is a constant challenge. Business relationships are more transactional, working best when each party has an understanding of the others’ specific needs and they can strive together toward a common goal.

Media relationships are somewhere in between – often having the transactional nature of the business relationship, but based on a somewhat more intimate level of understanding between the parties involved. It’s through that more intimate level of understanding that you can build a closer connection – in general, and especially in social media.

From a media relations standpoint, SPRYTE has found that Twitter offers an excellent avenue and opportunities for achieving a closer connection with print media targets via social media.

 

Understand the Reporter’s Needs and Interests

Being able to build such connections, of course, is part of the PR playbook.

To do that, you need to understand a reporter’s needs and interests. What motivates him/her? The best way to start? Simple. Follow them. Spend several days (or weeks) getting to know what topics and stories interest them. What are they writing about?  What else are they reading – and sharing via their Twitter feeds? What do their comments tell you about how they think? Maybe you’ll be able to identify some personal characteristics or interests that will come in handy later.

Make sure to share articles they write (especially if they involve you or your client), and to accompany the share with a favorable comment of your own (if warranted, naturally). Don’t forget to include to mention “@YourBusinessHandle” in the messaging.

More and more media outlets are using social media analytics to gauge the popularity and impact of their news talent, so there can be some real value from their standpoint. Be active, but don’t be obsequious.

Direct messaging, of course, can be a great advantage if you and your target reporter follow each other. And once you’ve established the rapport, you can follow-up with email, if it’s more convenient.

 

Seeing it in Action

Often, a simple “heads up” about an upcoming event can be enough to spur interest. Not long ago, one of our hospice clients was planning a special Gift of A Day (perfect day realized) for a patient – our client had rented out an old-time movie theater for a special screening of “Singin’ In The Rain” for her and her family. There was also a limo, a red carpet, a professional singer and greeters in yellow raincoats to help lend excitement.

Our target journalist was a community reporter for a Northeast Ohio daily newspaper. Based on her Twitter feed, it was evident she favored “human interest” type stories such as this. A Twitter message intrigued her enough to follow-up:

The Tweet led to a series of back and forth emails through which we set her up with interviews with family members and client staff, as well as the owners of the theater hosting the event.

The result was a huge feature story in the Akron Beacon-Journal on the front page of the community section, complete with color photos of the patient, family, limo, red carpet and raingear-garbed attendants.

Could we have done it without Twitter? Probably. But Twitter gave us the ability to quickly review our target, ascertain her interests, and deliver a short, enticing message designed just for her.

Twitter can be a time-saver as well as a strategic tool. But like any tool, you need to spend some time and experiment with it in order to become an expert craftsman.

Make Your Media Event about People

Transcend the Photo Op with Human Stories

Every organization has media events, and everyone thinks theirs is special, different, or worthy of news coverage. The truth is, journalists have seen many of these happenings before, covered them ad nauseam, and maybe even ignore them altogether.

One way to entice cameras, of course, is creating a really great visual, something that they just can’t live without. But sometimes there’s nothing you can add visually, and some photo ops just don’t get reporters excited because they’ve been there, done that. That’s when it’s helpful to turn to the human story inside of your media event to generate great health system PR.

That party for underprivileged children? Not a big deal to jaded editors, but imagine if one of those kids is reunited with a military parent on leave during the party? We’ve seen these stories time and again, but there’s always interest because of the emotions involved.

Take a deep look at not only WHAT is happening at your media event, but WHO it is happening too. In any group, there’s usually one or two participants for whom the event is most meaningful. If you can find those people, and learn their backstories, you can more easily sell your event, because now it’s not merely a “photo op” but a human interest story.

A Love Story…Broken

Take our health system client’s recent “virtual dementia tour,” for example. This is a recurring opportunity for caregivers and family members to literally walk in the shoes of dementia patients, such as Alzheimer’s sufferers, seeing what they see and experiencing what they feel through special goggles, gloves, headphones and shoe inserts. The virtual dementia tour is provided by a handful of companies around the country, which contract with hospitals, hospice companies, nursing homes and other organizations to deliver the experience to those with an interest.

In our research, we found that TV stations and some newspapers have covered virtual dementia tours when they’ve occurred in other markets, and one or two even covered a prior event in this health system’s service area of Philadelphia. On the one hand, that meant there’s proven interest in the topic among the media. On the other, it’s not particularly new. So how could we excite the media for this latest tour?

Upon learning that one woman signed up for the dementia tour because her husband, a patient at our client’s assisted living facility, had Alzheimer’s and wanted to see what he was going through, we were sold, and we thought we’d be able to entice the media with it too. We were told she’d be happy to talk with a reporter, and even accompany one through the dementia experience for the cameras (within the constricts of what the tour provider allows, for proprietary reasons).

This couple had been married for 65 years, and the husband has been suffering from dementia for the past nine. This was her chance to better understand what goes on inside his head, particularly since he is no longer able to speak. A local television health reporter was intrigued, and she determined early in the process that her story about the virtual dementia tour would be focused on this woman. The reporter even requested still photos of the couple in better times, which the wife was happy to bring along.

Coverage was not only assured, but it was now a highlight of that evening’s newscast. While most photo ops might, at best, merit a 45-second voiceover, now that this was about people, rather than a high-tech, visual event, the result was a nearly three-minute feature story.

Build People into your Media Event Planning

When planning outreach for your media event, build into your plans the people who will be attending. Attempt to learn the following:

  • What motivates them to be there?
  • Why is this important to them?
  • What is their “backstory” as it relates to this event?
  • What will happen to them after the event, or how will things be different?

Not everyone’s going to have a relevant story, let alone one that might be newsworthy, so you might have to speak with several people, or staff or organizers who know some of them personally. But you’ll find it’s usually worth the effort.

It’s academic to say that all news is about people, but if you have a human face and a great story to complement an otherwise ordinary activity, your event becomes much more than an event.

Great Stories = Great Earned Media

Seek Human Angles, Community Activity

It’s the age-old question: If a tree falls in the forest and no one is there to hear it, does it make a sound?

There are many ways to argue it of course. At its most basic, sound is vibrations in the air and whether or not there are ears there to hear it is irrelevant. But this blog is not about arguing the merits of old philosophical dilemmas. Rather, it’s about bringing attention to your organization’s events. And some might argue that if you have an event and no one is there to witness it, it really wasn’t an event at all.

But how do you go about getting the media to your events? It is incumbent upon you to get inside the mind of the viewer and the journalist and think about what’s newsworthy. We know the more salacious the better, and if anything bad or controversial occurs rest assured they’ll be out in force, possibly with helicopters. But if we’re being honest we also know that the media generally seek balance and will engage with a story that is interesting or has “feel good” value. These qualities, along with community outreach initiatives and technological breakthroughs can elevate the reputation of your hospital, health system or facility, and draw in journalists, so start by focusing your efforts there.
The Plan of Attack

A recent SPRYTE example illustrates this approach. Responsible for the promotion of the 2017 American Association for Cancer Research (AACR) Philadelphia Marathon, SPRYTE employed two of our tried and true tactics, the media advisory and the story pitch, to gain a tremendous amount of media coverage over five months, culminating with the AACR Philadelphia Marathon Weekend Nov. 18-19.

Media advisories were used for pep rallies and announcements, and pitches employed for feature stories. These included the story of U.S. Army Sgt. (Retired) Earl Granville, an Afghanistan vet and wounded warrior who ran the Dietz & Watson Half Marathon Nov. 18 on a prosthetic leg. It was a powerful story that begged for media coverage…and received it, from NBC10, CBS3 and Fox29.

Breandan Lyman also got media loving for his two unlikely paired hobbies: distance running and competitive eating. The frequent Philadelphia “Wing Bowl” competitor was featured in Philadelphia Metro the week leading up to the Marathon. These are just two of the many powerful and quirky stories that have value. You can view these and other Marathon earned media results at this link.

 

The Best Laid Plans…

Alas, it is possible to work everything just right and still miss out on media engagement. For instance, your charitable fundraiser can easily get bumped by another story such as a house fire or local scandal. That’s the nature of the beast. You can’t count on the coverage until you see it on air or in print.

 

Media is Not the Enemy

As we alluded to above, it’s easy to think of the media as that ogre that shows up to call attention to something bad, but this thinking is limiting and not altogether true. The fact is, media want newsworthy content. Giving them what they crave helps them as well as you. Once your story gets covered, it is free and, via social media, possibly viral publicity, ready to be merchandised and shared through your own social channels and other communications tool, as discussed in last week’s Insights blog.

The “Afterlife” of Earned Media Hits

Extend Reach by Marketing the Marketing

If there’s one thing SPRYTE is good at, it’s generating great earned media results for our clients. But what becomes of those terrific stories after they appear?

In days gone by, an article would run in a paper or magazine, (hopefully) be seen by thousands or maybe millions of readers, then get relegated to the recycling bin or bottom of the proverbial birdcage. The agency or client might add the clip to a digital archive, to trot out when someone asked for it down the road. More savvy organizations might get reprints made and add them to their marketing materials.

With the advent of the internet, however, those once-fleeting media “hits” have found an extended afterlife. Those wonderful stories live online, potentially in perpetuity, to be found by consumers, prospective employees and journalists researching your organization. (Unfortunately, so do negative ones, but that’s a topic for another discussion.)

As those stories accumulate, your SEO results will likely increase too. If you’ve read our prior blog on getting backlinks, you’ll have had success in getting journalists to include links to your organization in the online version of stories. According to Google, a whopping 99.2% of sites that show up in the top 50 search results have at least one external link. The more earned media hits you receive, the more valuable links back to your site from legitimate news sources…and the more your credibility will rise in the eyes of Google and other search engines.

SPRYTE, like most agencies, has always merchandised our media results for clients, but our clients have become more and more interested in merchandising them to their own audiences, whether those are patients and prospective patients, employees/doctors, prospective partners and affiliates, franchises or the general public.

And we’re very happy to help, by providing new introductory copy, writing social media posts, or securing digital reprints.

 

Beyond the Birdcage

Here are some ways we recommend taking that glowing media story “beyond the birdcage”:

  • Post the article on your organization’s website, either on your dedicated “In the News Page” if you have one, or your home page if the story merits marquee treatment. You can include a thumbnail, a link to the original source, or a readable image.
  • E-mail a PDF of the article with a cover note to your marketing list, or consider snail-mailing hard copies with a cover letter or handwritten Post-It note (“I just wanted to make sure you saw this great article…”) to particularly hot prospects.
  • Include the article link or the entire article in your organization’s internal newsletter.
  • Share the article link on all your social media channels, and encourage your employees or employee-ambassadors to share or post it on their personal feeds as well.
  • If you’re a franchisor, like a home care company, provide your franchise owners with a ready-to-use blog or paragraph and link that they can use on their microsites, if available.
  • Prepare copy for each of the main social media channels, making posting a turn-key process for franchise owners or affiliates. (Remember, you now have 280 characters to boast on Twitter!)
  • Make hard copies of the article for hand out at trade shows or expos, or to include in leave-behinds. Enlarge and mount the article on foam board for display at your booth or table.
  • Broadcast stories can be edited together and added to the website, played on a loop in waiting rooms, or shown during expos.

One SPRYTE client was so thrilled with the breadth and quality of coverage we generated that they revamped their lobby wall to create a “Wall of Fame” featuring our greatest hits!

 

Run with it, but Play by the Rules

A word of caution: check with the article rights holder before mass distributing any story. Linking to the original source is acceptable in most cases, and the Fair Use Doctrine may apply in many others, but as some stories reside behind paywalls, written permission and/or a fee may be required. Many publications also provide official reprints, including the masthead, at a cost.

Even if you’re not redoing the décor to highlight media hits, positive articles about your organization should become another arrow in your marketing quiver. Fortunately, there are many avenues to prolong the afterlife of great publicity!

When Media Worlds Collide

Specialization is Great, But Integration is Better

By Lonny Strum, Strum Consulting Group

I grew up in the industry in the late 70s and 80s at BBDO/New York. Just post-Mad Men era, though not too far removed. For its many flaws, BBDO/New York was a truly great agency. BBDO and its clients knew what it was—a TV shop for big brands which were looking to build their image through TV advertising. Not print, not radio—TV. In that era, BBDO was second to none.

My career moved to Philadelphia in the 90s where I ran two large local agencies—Earle Palmer Brown and later the Star Group—though much of what I learned about the power of TV advertising remained in my soul. Nonethetheless, I gained a deeper appreciation for “other marketing disciplines”—PR, Yellow Pages Advertising, Direct Response and later some early Web Development. BBDO had none of these other disciplines. It didn’t have to. There were other shops in the BBDO network and later the Omnicom Diversified Agency Services (DAS) network that did that “other stuff.” And in the 70s and 80s, the other stuff was myopically viewed as secondary.

Changes happened along the way, some subtle others not so. Even before that information superhighway thing took off (and I thought it was a fad—oops), the growth of “below the line” functions—promotion, DR, PR – grew faster than general advertising. Then media shops were spun off into separate companies, leaving the big ad shops as largely strategic/creative firms. Then all hell broke loose as digital shops grew and continue to grow. While traditional ad spending still is the dominant form of spending, I foresee the day in the not too distant future when general advertising is “below the line.” Truth of the matter is the line has now been blurred, and today there is no line at all.

Today the three media worlds—paid, owned and earned– are experiencing a convergence.  To be clear the three media worlds are:

Paid media is media you buy—TV ads, radio, outdoor, print, display advertising, paid search, TV spots, outdoor advertising, etc.

Owned media is as it says-you own it. Your web site, blog, YouTube Channel, social media pages, etc. The company controls the horizontal. The company controls the vertical. (see The Outer Limits)

Earned media is typically what people thought of as PR but which now has a broader application. From traditional  articles/mentions and word-of-mouth to new social media chatter, likes, reviews, links,  etc. — basically what people are genuinely saying about you digitally or not, that you didn’t pay for or control.

This convergence is kind of like a Vulcan mind meld and you need to have the wisdom and knowledge of Spock to orchestrate it properly.  Here’s the real challenge:

In this complex marketing world, marketing discipline specialization is so important. It is a full time job mastering the detail and gaining a deep and full understanding of a marketing discipline/media type particularly when layered with the digital implications that never even existed in yesteryear. Despite the need for specialization, there has never been a time where integration of those disciplines is more important. Said simply,

Specialization without orchestration yields no integration

(overuse of the “ations” I know, but you get the point)

My point is this: Never has there been more marketing specialization in distinct areas—traditional advertising, PR, media planning/buying, social media, search, SEO, digital advertising. Each element overlaps the other. In yesteryear specialized disciplines were handled by separate “departments” of ad agencies. Today they are handled by separate agencies.

So where is the integration happening? Mainly at companies by smart digitally focused, analytic-centric, renaissance marketing people. This integrator needs to be incredibly smart, versatile and visionary.

For those who are entering the marketing field, you should aspire to ultimately be that person. The person with the vision of how the pieces really work together. My advice is always try to learn about disciplines outside of your specialty, figure out how they work together, and then go to the head of the convergence class.

The Power of Pooches

Don’t Overlook Animals, Kids in Drawing Media

Never work with animals or children, goes the old show business saw.

The point is, you will be upstaged, even ignored, in favor of your cute or furry costars. But what might be anathema to a vaudeville performer, movie star or TV host can be a camera magnet for your organization’s community event. And in an arena where story and brand matter more than the individual, most healthcare communicators will happily cede the spotlight to the kids and/or creatures.

If You Want Press, Ignore Old Adages

Indeed, it pays to pull out all the stops if you’ve got something going on that involves animals or kids. A physical fitness program for youngsters, with gold, silver and bronze medals, can be a winner to a local TV station. And you’ll never bark up the wrong tree alerting media to a therapy dog recruitment or training session at your hospital, rehab center, or ambulatory care facility.

And if there’s anything more appealing than children and animals, it is their interaction with patients or seniors in the assisted living environment. Consider the potential of having kindergarteners making holiday crafts for veterans with elderly residents of your facility. Or inviting grandchildren and their pets to come for a special visit, complete with animal treats.

The Dog Days of Summer

The latter was an event held at the Lafayette active retirement community of Holy Redeemer Health System, one of SPRYTE’s clients. During its Dog Days of Summer Pup Parade, family members trotted their best friends in front of the center’s gathered residents, as an emcee introduced each animal and read its “biography” (“Rex loves sleeping at the foot of the bed, and will let you pet him under his chin all day…”). The well-attended event included doggy bags as gifts for the participating pups, canine-themed (but human-edible) snacks, and lots of kisses, licks and hugs. Along with highlighting the important role animals can play in the lives of seniors, some of whom have to give up beloved pets when they move into a facility, this was a ready-made, tug-at-the-heartstrings human interest story.

Is it any wonder events like this draw cameras? In this case, two local TV stations and a news radio station covered the parade.

Sell the Story, not the Fur

Be sure to let the event drive the cameras, not the other way around. Resist the urge to manipulate circumstances to put children or animals in a room. Instead, look for organic opportunities, and those that make sense from a seasonal or patient-focused standpoint. A mentoring program that allows children and seniors to interact monthly or quarterly during the school year is far more compelling than a one-and-done meet-and-greet.

Events created from whole cloth with no logical reason for being will be sniffed out by the media like a bloodhound on the trail of small prey. The Summer Pup Parade, which it is hoped will become an annual event, works because of the joy it brings the residents.

So take a look at what’s coming down the pike within your organization, and if kids or animals are involved, or make sense, go after media coverage with the tenacity of a junkyard dog. But remember: unless your spokesperson has the wit of a late night talk show host, don’t let him or her anywhere near a furry creature.