Media relations for healthcare organizations: How heavily should the media factor into your PR mix?

Outreach to professional journalists traditionally has been a core element of many healthcare organizations' PR strategies. Whether they're looking to influence providers, patients or payers, many communicators have made media relations a primary element of their PR plans and budgets. As marketing and PR executives look ahead to 2011, however, should they view the role of media relations in the same manner? Or have the rise of social media, direct-to-patient marketing and other new avenues for communication, coupled with the decline of many newsrooms, made traditional media relations as we know it relatively obsolete?

Date: Monday, March 28, 2011
Time: 12:00 p.m. ET / 9:00 a.m. PT

CLICK HERE to register today



Outreach to professional journalists traditionally has been a core element of many healthcare organizations' PR strategies. Whether they're looking to influence providers, patients or payers, many communicators have made media relations a primary element of their PR plans and budgets. As marketing and PR executives look ahead to 2011, however, should they view the role of media relations in the same manner? Or have the rise of social media, direct-to-patient marketing and other new avenues for communication, coupled with the decline of many newsrooms, made traditional media relations as we know it relatively obsolete?

You will learn:

  • How healthcare organizations are effectively blending traditional and social media relations
  • Which channels work best for reaching patients/caregivers, practitioners and payers
  • What are some appropriate ways to incorporate digital elements into a campaign
  • What concerns/issues should be taken into consideration when exploring the utility of social media elements
  • How social media has impacted the way journalists now report/operate
  • How we can ensure the stories we care about get the most traction

Featured speakers
Lee Aase,
director, Mayo Clinic Center for Social Media
Gary Karr,
EVP, public affairs department, Advanced Medical Technology Association

Moderator

Steve Barrett, editor-in-chief, PRWeek


Sponsored by

Celebrating 20 years in the industry, Schwartz Communications today is one of the largest independent strategic communications agencies specializing in healthcare, technology, consumer services and cleantech. Schwartz designs and executes the perfect mix of traditional, blog, video, marketing, public affairs and social media programs engaging across all channels for maximum influence and impact. We have unmatched experience helping innovators move up the growth curve to succeed. Schwartz Communications has offices in Boston, London, San Francisco and Stockholm.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.