Cyber PR: Web Sites - No Longer A What-If
Web sites are no longer an option for PR firms, as 80 percent of U.S. public companies have Web sites. Online PR plays a key role in disseminating information, increasing your firm's visibility and making potential client contacts. William D. Mellon, VP Rockwell International Corporation, reveals who is surfing the Net and why PR execs should take notice:
- More than 90 percent of journalists are using online services
- 60 percent of the technology media spends at least five hours a week online
- Almost 60 percent of the financial community said they are using the Internet for company research
- 71 percent of the financial community is on the Net once or more weekly
The most sought-after items by journalists on the Internet are: news releases, company contact information, data sheets, white papers, backgrounders and information on product pricing and availability. (William D. Mellon, VP, Rockwell International Corporation, 714/424-4328).
Healthcare PR: Healthcare Crises: Plan Ahead
PHILADELPHIA - The world of PR still is trying to conquer crisis management. To many, the word "crisis" still brings thoughts of catastrophe and disaster, sleepless nights and unanswered questions. At the Society for Healthcare Strategy and Market Development's educational conference here last week, Frederick C. Bagg, director, community relations and marketing for St. Francis Hospital in Indianapolis, spoke about new statistics in healthcare crises in the 90s.
Here are the surprising facts:
- More than two-thirds of healthcare crises were "smoldering," not "sudden."
- Mergers, hostile takeovers, workplace violence, sexual harassment and "business" crises formed the largest percentage of any crisis category.
- "Catastrophic" accidents or incidents accounted only for 24 percent of healthcare crises in the 1990s.
Having a plan to prepare for any crisis is essential because any controversy (personnel gripes, product failures, board of directors' actions) can become a crisis, we're learning.
The conference suggested three ways to begin the healing process: vulnerability assessment, key issue identification and scenario development. (Society for Healthcare Strategy & Market Development, 312/422-4579).
Patient Education: Communication Requires Teaching Illustrations
PHILADELPHIA - Effective marketing in healthcare includes education. Patient education increases the chances that patients will take better care of themselves. However, problems arise when patients are not ready to hear your message or staff members are not able to provide this needed education.
Nancy Combs Habel, director of healthcare marketing and strategic communications for Blue Cross/Blue Shield of Michigan, outlines what makes effective patient education at the Society for Healthcare Strategy and Market Development of the American Hospital Association:
- Links to care management
- Includes provider education
- Cost-effective, reality-tested
- Supported by a resource "formulary"
- Culturally competitive
- At the right reading level; uses teaching illustrations
- Interactive, motivates behavior change
- Based in sound theories of how adults learn
- Advances patient-provider partnership
- Makes a measurable difference
(Society for Healthcare Strategy & Market Development, 312/422-4579).