pandora navigating patient advocacy through media relations
DESCRIPTION
TRANSCRIPT
Navigating Patient Advocacy Through Media Relations
Navigating your company’s strategic entrance into the social media marketing realm
A presentation on behalf of P.A.N.D.O.R.A., Inc.Lobby Day and Awareness Activities in Washington, DC - 2011
May 12 - International Awareness Day for NEI Diseases
Walson Communications
About Corin Ramos, APR Former Director of PR & Communications for
National Fibromyalgia Association (NFA) “We grabbed a lot of headlines together!”
Passionate for news and media – Started career in journalism before going into PR Still wears “reporter’s hat” as part of wardrobe
Social media geek Walson Communications
PR & marketing agency owner
Walson Communications
How to Work with the Media Be Available/Responsive Be Prepared Be Proactive
Walson Communications
How to Work with the Media BE AVAILABLE!
Reporters have tight deadlines, and hecticschedules. They might not call when they say they’ll call, so you’ll need to be flexible.
Walson Communications
How to Work with the Media BE PREPARED
Know the main points you want to make
Write them down if you need to
Don’t be afraid to refer to your notes during the interview
Walson Communications
How to Work with the Media If you have a chronic pain illness, here are some
extra steps you might want to consider before your media interview:
Go through interview questions and answers with a friend beforehand.
Tell your story over and over and you will learn through trial and error how to tell it in a way that connects with people.
Speak from your heart, not about how much pain you are suffering, but about what pain is doing to your life.
Get a “driver” so you can relax during the drive to the interview and don’t have to deal with traffic.
Walson Communications
How to Work with the Media BE PROACTIVE
Prepare a Media Kit
Position yourself as a resource for future information or future stories
Provide statistics
Walson Communications
How to Work with the Media Those 8 questions reporters almost always ask patients
1. Name2. City, State3. Age4. Occupation (if you’re no longer working, what was your former
occupation before you had to quit due to your illness?)5. Year diagnosed6. What is the most challenging aspect of having this illness?7. What have you done or do to manage your symptoms?*8. What is the most important thing you think people should know
about your illness?
Walson Communications
How to Work with the Media “Warm and fuzzy”
Reporters always want to
know how this illness
affects the everyday family
or person.
Have a story ready
Walson Communications
How to Work with Social Media: Patients…Listen, Learn, Share. Audiences are
choosing their own “subscriptions”
Instant Communication
Listening to what people are saying about us
Comaradery – “I’m not alone!”
Walson Communications
Social Media for your organization: WHY? Listen. Learn. Share. Hearing people’s
needs & responding
Ease of Updating news and information
Tweets, Posts, etc. vs. full webpage creation
Audience Familiar Interface – getting to know us
Walson Communications
How to Work with the Media SUMMARY:
Be Available/Responsive Be Prepared Be Proactive
Walson Communications
How to Work with the Media
BE YOURSELF!
Corin Ramos, APR
www.walsonpr.com
714-970-2268