Getting the Word Out About WOC Nurse Week:

Public Relation Strategies for Success

What

the Heck

is P.R.

Anyway?

Media Interview Possibilities

• TV, radio & print

• Taped vs. live

• Full interview vs. sound bite

A media interview is not an ad

Why the Media Seeks Experts

• To educate the public

• To validate or dispute information

• To make their coverage more interesting

Picking a Topic

• Tie-ins with existing awareness campaigns: Nurse Week

• What’s hot

• Recent studies or reported trends

• Seasonal topics

• Area of personal expertise

Why do Media Interviews?

• Educate the public• Promote your profession• Enhance the reputation of

WOCN• Increase professional credibility

for yourself• Provide positive P.R. for your

place of work• Clear up inaccuracies• Respond to positive or negative

current events

Get to Know Your Media Market

• Local Newspapers

• TV Stations with local News

• Area radio stations

And now……the pitch!

The Press ReleaseHEADLINE

5W & How

Why Bother?

Quotes

Background

End

Mastering the Media Interview

Print – Interview Possibilities

• Running of entire press release• Profile on you or your practice

setting• Quotes from you within reporter-

written story

Newspapers vs. Magazines

Mastering the Media Interview

Print – What Works

• Educate the writer

• Understandable explanations

• On the record vs. off the record

• Offer photo-ops

• Be careful what you say

• Be sensitive to deadlines

Mastering the Media Interview

Print – What Flops• Inaccurate information….

with you as the source!

• Confusing explanations

• Comments which insult & offend others

Mastering the Media Interview

Radio – Interview Opportunities

• Public affairs interview

• News interview

• Public service announcement

                                        

                                                       

Mastering the Media Interview

Radio – What Works• Breadth of information

• Engaging dialogue

• Clear, articulate voice

• Understandable explanations

• Strong sound bites

• Tips or pointers that stick

Mastering the Media Interview

Radio – What Flops• Long, awkward pauses• One word responses• Saying “umm”• Coughing & sneezing• Confusing, technical answers• Wrong information• Jingling jewelry• Gum chewing• Insulting or offending your

audience

Mastering the Media Interview

Television – Interview Possibilities

• Public affairs interview

• Event coverage on news

• News interview

• Profile story

Mastering the Media Interview

Television – What Works• Professional attire• Eye contact with interviewer• Understandable explanations• Strong visuals in ideal setting• Related footage• Pauses for editing• Confident delivery of

information• Patient participation

Mastering the Media Interview

Television – What Flops• Shifty eyes, not looking at

reporter• Awkward body movements• Tapping, shifting, swinging arms• Short, choppy sentences• Technical answers• Bold patterns• Big hair & jewelry• Dirty or disturbing surroundings• Background noise

Getting the Benefit of Your P.R.

• Post on website

• Frame in your office

• Include in newsletter or next mailing

• Press release to non-competing media outlet

WOC Nurses&

Your P.R.

What’s Ahead?