Media Relations

Colleen Young knows a thing or two about online patient communities. As online community director for Mayo Clinic, she is internationally known for building patient communities that thrive. At Mayo Clinic Connect, Young has orchestrated a virtual community connecting patients to each other and to Mayo Clinic medical expertise. Young will be participating in a session at the upcoming Healthcare Social Media Summit Oct. 23 in Baltimore. She previewed her panel in this recent Q&A.

We know change is difficult. And there are few professions where change has disrupted things more than journalism. A PR News study looks at how communicators have and have not changed their approach to pitching journalists. A Muck Rack/Zeno Group study examines how journalists have altered their approach to what they do each day.

It’s great when you’ve got a client who’s a leader in their market or whose product or service is a headline-grabber or springboard for social sharing. But what do you do with a smaller client who’s not a natural newsmaker and for whom PR may be at best, foreign and at worst, a distasteful chore?

It seems to make so much sense: an online community of patients tapping into others with similar conditions and concerns, and sharing what they know to help others. But, no doubt, easier said than done. John Novack oversees communications for the million-member healthcare social network Inspire. In a recent interview, he touched upon key issues in building those communities.

Though he despised some of what the media said about him, John McCain believed a strong press was critical to democracy’s survival. As a result, he respected the media and made sure his staff did, too. This strong relationship with the media helped McCain to receive fair treatment from the press. In addition, during a difficult moment for the senator, the media came to his defense.

If the sole purpose of healthcare is to improve lives, perhaps it is ironic that there is often a human element missing in the way healthcare organizations communicate with patients and customers. But communicators like Edelman’s Susan Isenberg understand there is no one-size-fits-all answer to global communications, and they are working hard to humanize their outreaches on social media and elsewhere.

Why has it seemed like such a challenge for healthcare providers, pharmaceutical companies, insurers and nonprofit organizations to communicate effectively and build relationships on social media? One could argue that regulatory guidelines must be considered at every turn and have prompted communicators to proceed cautiously—especially given the serious nature and high stakes of the healthcare industry in the first place.

More than 350 newspapers ran editorials praising a free press today, the first large-scale effort to defend press freedoms. A bevy of PR trade associations issued a statement echoing the newspapers’ sentiments. On the other hand, new polls show a small majority (51%) of Republican voters believe the media is the enemy of the people, which is how the President has characterized the press of late.

It seems obvious that PR pros should keep stakeholders informed about the status of articles being pitched to the media. Sadly, this doesn’t happen consistently, argues James Rose, content head at IBA International. A weekly update sent to stakeholders will assuage some of the anxiety about when an article will be published and make the creation of content more of a collaborative effort.

Authenticity. Listening. Finding unique angles. Those are the keys for journalists seeking earned coverage via social media, according to Suzanne Barston, manager, corporate journalism, corporate communications at AbbVie. As founding partner of AbbVie’s StoryLab, Barton is responsible for creating stories around the company’s therapeutic areas, pipeline and philanthropy. While journalists long ago shifted their working lives to social channels, healthcare communicators have been slower to make that transition, due not only to unique regulatory issues but also industry resistance.