Avoid Spamming Journalists with Canned Story Ideas
The Web may have changed the speed of communication and the way consumers digest information, but it hasn't homogenized the media landscape, particularly where online
healthcare news is concerned. Some online reporters, for example, rely heavily on breaking news dish from PR pros, while others only entertain unsolicited pitches when they're
working on "evergreen" packages.
While there are no silver-bullet PR strategies for generating online health coverage, using a canned pitching approach will land you in e-oblivion with reporters, say panelists
at AllHealth PR's "Meet the Online Health & Medical Media" seminar, held May 10 in Washington, D.C. Wired journalists still appreciate PR people who take the time to know
their beats and deliver customized information. Just because technology makes it possible to spam 120 journalists with the same pitch doesn't mean it's a good idea.
As in the offline world, pitching exclusive, well-targeted story ideas is one way to hit the bull's eye with some health news sites, according to Barry Hoffman, executive
editor at HealthScout.com. Consider this example: A medical researcher at Duke University recently realized that the same technology used to create appendages for Barbie dolls
could translate into prosthetic devices for human fingers. She called Mattel. Meanwhile, Duke's PR director called HealthScout.com with a tip that Duke and Mattel might be
working together. HealthScout.com broke the story, and it wasn't long before it migrated to the Jay Leno show.
Reporters also are hungry for the background information that allows them to do seasonal pieces. John Riley, health editor at USAToday.com, sees himself not so much as a
reporter but as a "packager" of material for the Web. "We're shifting our focus from 'here's the latest news' to 'here's what you [readers] told us you're interested in,'" he
said.
USAToday.com expects little from PR people in the way of breaking news (which it's more likely to get from its parent paper, and from wire services such as AP and Reuters). But
the site's producers rely on outside pitches to help flesh out consumer-oriented seasonal packages, such as summer features on skin cancer and water safety.
The same strategy applies to WashingtonPost.com, which, on the day of the seminar, was stockpiling material for an online guide to marathon training. (Tis the season.)
Ultimately, the key to a good online piece often lies in its "clickability." WashingtonPost.com is on the lookout for physicians and fitness experts to host online chats. And
generally, stories that lend themselves to online reader polls or message board discussions are winners, panelists agreed. Thousands of readers tapped into a HealthScout article
on David Letterman's heart operation headlined, "How could a guy who looks that good be so sick?" It was a burning question and they wanted to know the answer.
Online Pitching Don'ts
To get on the e-health media radar screen, avoid committing these online blunders:
- Pitches mired in technical jargon. "Don't think hard science," says John Riley, health editor at USAToday.com. "Answer the 'why' question, as in why it impacts
consumers. For example: this treatment will reduce recovery times, or will be less painful. That's what our readers care about." - No Phone calls. Consider the phone a tool to be used only for the most excruciatingly juicy tips. Email is the preferred medium for "idea-floating," according to Glynna
Prentice, managing editor at CBS HealthWatch. - Generalizations. The beauty of the Web is its ability to run deep and wide. CBS' HealthWatch, for example, has 40 health channels, and plans to expand to 100 by next year.
Some channels are disease-specific (e.g., allergies or cancer) while others focus on demographic segments such as women and seniors. "Don't assume there is an 'average'
American," says Prentice. - Become detached. Most editors avoid attachments due to "love bug" precautions, or they simply don't have time to open them.