Please welcome guest blogger, healthcare communications professional Rachel Brand who will bring The Side Note a series of three blogs for the next three weeks on health care public relations.
Do you want to write more compelling press releases and earn more coverage?
You should. Health care is ripe with dramatic medical rescues, fascinating technology, unsung heroes and stirring ethical debates. But these stories often don’t get told. That’s because pr pros are writing leads like this:
IMPORTANT RESOURCES FOR INSURANCE AGENTS, BROKERS, HEALTH-RELATED ORGANIZATIONS AND COMMUNITY-BASED ORGANIZATIONS
The new health insurance plan, authorized by the Patient Protection and Affordable Care Act, is designed to provide coverage to uninsured individuals who have been denied health insurance or been offered only unaffordable options.
Sure, it’s important. But is it interesting? And – will it drive coverage?
1. Lead with the impact
For your next lede, ask yourself out loud, “what does it mean to the man in the green pick-up truck?” You can see him, across the park under the tree, sitting in his rusty forest green truck.
In other words, how does your news benefit, effect or change the lives of real people?
Thousands of uninsured Americans, desperate for healthcare coverage because they are chronically ill, can now see a doctor thanks to a new federally funded health insurance plan.
But what if your program doesn’t have any direct impact on people, at least not yet? Then…
2. Lead with people
Whether you are promoting a walk to fight cancer, a rally for homelessness, or the appointment of new CEO of your hospital, find a person and tell his or her story. Better, yet, tell the story of an important person in an unusual way.
Typical CEO appointment releases have headlines/first paragraphs like this:
LARRY LEADER APPOINTED CEO OF ST. ELIZABETH’S REGIONAL HOSPITAL
(Anytown, USA) Lawrence Leader, currently the COO of St. Elizabeth’s Regional Hospital, has been appointed CEO of the hospital. He takes over as current CEO Marcy Mercy retires after a long and distinguished career.
But what if you took a half hour to find out Larry’s story?
The results might be:
MEDIC, HOSPITAL PORTER, NOW CEO – ST. ELIZABETH’S NEW CEO HAS SEEN HEALTHCARE FROM THE BOTTOM UP
(Anytown, USA) Larry Leader’s mother, a first-grade schoolteacher in Moline, IL, used to count out coins from her wallet each Saturday morning before grocery shopping. Rarely was there extra to buy candy.
Poor but strong-willed Florence Leader pushed her children to go to college. Larry, the youngest of five, enrolled as an Army medic to pay for it. …
The moral of the story? Writing a compelling press release that leads with the impact or leads with people is a better way to get the media to notice your press release.
(Continued next week)
Rachel Brand is a healthcare communications professional who can teach writing over brown bag lunches at your company. Contact her at rachel (at) brandcommunicationsllc.com.