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?
How about:
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.
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re: Social Security Disability
I am writing this letter at the suggestion of your representative Alton during my phone call July 23, 2012 to request assistance with my request for social security disability benefits.
In November 2011 I was diagnosed with severe hearing loss in both ears and cannot get a job due to the fact that I cannot hear the interview questions and using hearing aids do not help. All I hear is noise.
I am 60 years old and have worked my entire life having paid my taxes and social security deductions; never thinking that I would need to request anything like this.
I am out of work and have nothing coming in other than my wife’s SSI ($698.00) and my temporary disability assistance ($185.00) from Howard County Social Services and food stamps.
My wife does not have enough paid in to get retirement and I am two years from that point at least.
I was turned down twice for disability and also applied for SSI which has also been denied. To say I am quite disappointed is an understatement as it appears that all my pleas for help is falling on deaf ears; excuse the pun.
I have written to Senator Mikulski, President Obama, Michael Astrue (Social Security chief), and Senator Carding. All I am getting is that I am not disabled enough. However I have gone on MANY job interviews but due to the fact I cannot hear the interviewer and my age, I don’t get called back. I think that the evidence of my interviews which I have documented should suffice to show the severity of our situation.
I have retained a lawyer but he can’t tell me when I am going to get a hearing and don’t think he is doing much to try to get a hardship expedition of my case; he says the backlog is severe and not sure if I qualify; which considering our situation, is dire as I cannot support my wife and pay our bills.
In addition, I have type 2 diabetes, the beginning of retinopathy in my right eye, glaucoma in the left, have numbness in my hands and fingers, and drop things often. I have a hard time remembering things and as a result of a slipped disc forty years ago;
I have always believed in doing the right thing and in the goodness of humanity but I am becoming quite skeptical of even that.
Your attention to this matter would be greatly appreciated.
http://attractaman.org/sitemap So you got the looks division all figured out, what’s up coming? Like what I said earlier, seeking appealing will make men turn their heads on you but it truly is not adequate to score a date. Several surveys confirm that males are most likely to come up with a person who appears friendly and approachable than a rather chick who acts patronizing. What do you have to do? It truly is basic, smile and make eye speak to. Your beautiful smile is your ideal weapon! Guys are drawn to females who seem to be to have a sunny disposition. Nobody wants to come close to a woman who looks crabby. Making eye make contact with is equally critical. When you survey a space and you see a guy you like, wait for an chance to lock eyes with him. Be really cautious even though since you do not want to stare at him for as well lengthy. Patti Stanger (Millionaire Matchmaker) stands by her 5-second rule. Make eye speak to, smile, but only for five seconds and then look away. Several women have tried this approach (like me) and it functions like a charm!
At least, “For anything there is a season.” How do adolescents distinguish sloppy dating suggestions components? That was fascinating news. There are umpteen members who will be pleased to study that. In other words, we will not wait to contemplate dating tips.