Improving presentations, outreach to doctors, more

How can I incorporate media training techniques to deliver a stellar presentation?

How can I incorporate media training techniques to deliver a stellar presentation?

"The most effective presentations are given by people who act as if they're doing a live, on-camera interview," says Deborah Darrell of Cue, who adds that too little time is spent candidly critiquing delivery style and sharpening messages.

There are three techniques that will transform a ho-hum presentation into a memorable one, notes Darrell. "First, have a specific agenda or goal," she says. "By 'agenda' I mean clearly define how you want your audience to act, think, or feel. Then create messages that support and advance that."

Second, create messages that engage your audience. "Make it about them, not just the facts," she says, "A great presentation contains clear, compelling sound bites that answer three key questions: What?, So What?, Now What?"

Finally, be natural, but don't be too laid back. Bring the same energy, enthusiasm, and animation to your presentation that you would to a live, national TV interview. "Given the countless meetings people attend, most mentally skip out if they don't feel engaged or connected," Darrell says.

Healthcare outreach

What is the best way to reach physicians with urgent patient-care or drug warnings?

Physicians trust a wide range of online portals, e-mail news services, and channels on an opt-in-subscription basis for information on urgent clinical issues, says Andy Weissberg of Advanstar Communications. "All portals and channels, however, typically rely on all stakeholders of the healthcare system," he notes, "including government agencies, doctors, patients, manufacturers, and others to report boxed warnings, product recalls, labeling, and safety considerations."

A communications lynchpin is the FDA, which receives adverse drug reaction reports from pharma companies as required by regulation. Healthcare pros and consumers can also send reports through the FDA's MedWatch program.

A recent Manhattan Research report suggests that for professional purposes, 85% of physicians use the Internet before or after work, 49% use it between patient consultations, and 23% during patient interactions.

"Online professional journals [remain] highly trusted," says Weissberg. "Most sources will incorporate and disseminate critical clinical content and coverage from sources like the FDA, which recently launched an RSS recalls news feed on its Web site in conjunction with its guidance for industry product recalls, removals, and corrections."

Article marketing

How can I determine the effectiveness of my article-marketing campaigns?

"Before you measure ROI, understand that it takes volume to make things happen," said Eric Gruber of PR LEADS Article Submission Service. "Anyone who says if you submit one article online, you'll make quick, easy money is lying. You must keep your name in front of the public on a regular basis to build traffic to your site and turn prospects into customers.

"One metric you could track is how many hits your article receives over a given time period," adds Gruber. "Many article directories will provide you with free article reports."

Look for how many backlinks your articles create and how much traffic they draw to your Web site," he adds. "There are several affordable services on the Web that can help you keep track of this. You can also check how many times your article gets reprinted by doing an exact match search - using quotes around your article title - in major search engines."

Send your questions to toolbox@prweek.com. Please contact Lisa LaMotta if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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