by Jodi Amendola | Aug 23, 2017 | Blog
Last month was atypical for sure. I had two clients call and ask me, “How can we be a better client?” Wow! In all of my years in public relations & marketing, I don’t believe that has ever happened before.
One of the clients actually said, “You’ve always been there for us and have done a great job. I know we are the bottleneck right now. We’ve got to be a better client.”
The second client said he was pleasantly surprised at how much we have accomplished since launching our program, was delighted with the traction and volume, and most definitely wanted to sustain it. He added, “But the last thing we want is to be a difficult client!”
Obviously the Universe is hinting it’s time for a list of tips on being a fantastic client but first, let me underscore how essential it is to partner with a compatible PR agency. I’ve noted before that selecting a PR agency is much like selecting a spouse. For a solid relationship going forward, be sure the foundation rests on good, open, honest communication.
Which leads to my first tip
Have a dedicated Liaison. Having someone on your team who is responsive to deadlines and requests for interviews and information is paramount to our success. If we uncover a media interview, chances are the editor will want to interview your executive or client that day or that week. We need our liaison to respond with availability so we can firm up the interview and prep all parties. Email, phone, text is fine just someone who responds in a timely fashion.
Available/Engaged company and client spokespeople. It is so helpful when the passion, enthusiasm and commitment comes from the top. The positive energy will trickle down. In addition, access to thought leaders helps to shape messaging, priorities and sets the tone for the entire program. We can be more successful when we have ongoing information and communication from your team’s visionaries. On a related note, be sure your company is actually cultivating thought leaders.
Treat us like a member of your team. We are family now, right? We view ourselves as an extension of your team and would like to be in the know on what’s going on. Keep us informed and be transparent. Share your ideas, corporate initiatives, new customers gained, upcoming events, marketing campaigns, and important timelines. Keep the line of communication open and remember, it flows both ways. So ask us for advice, or run ideas by us we love to collaborate with our clients! Please invite us to talk to your internal stakeholders, especially those in product strategy, sales and other key team members. We appreciate consistent, open communications about the company’s business activities, developments, successes, and milestones.
Prep before your media/analyst interviews. We will do our part to arrange a prep for your interviews but please come prepared. We’re here to help with that, too.
Communicate, Communicate, Communicate Communication is the foundation to any relationship. If you are too busy to respond, let us know. If you are going to be out of the office, let us know. If you need extra support because your biggest trade show is coming up, call us NOW. There is no smarter way to leverage an expensive investment in tradeshows than through public relations. If you love our writing, let us know a little positive feedback goes a long way! By the same token if you don’t like the writing style, let us know we have multiple writers and can quickly make a switch. Lastly, we appreciate hearing (and acting!) on your interesting, timely observations, insights and thoughts on industry trends and developments.
Be open to feedback on positioning and strategy for media relations and thought leadership. You are hiring us to provide you with strategic guidance and counsel. You are hiring us for our expertise. And you deserve honesty. We have a great sense for what is newsworthy, what messages resonate and generally what works/what doesn’t. We are not shy. If you are open to it, we will tell you what we really think so ask away!
Set realistic deadlines. In our world, we are used to dealing with fire drills. Everyone wants everything yesterday. However, if you really don’t need the press release by the end of the day, then give us the proper time that is needed to give you something that is top notch.
Bring your positive attitude/energy. PR is one of the most exciting aspects of doing business. We love what we do, especially when we get to work with collaborative, upbeat people. It’s a close relationship, so let’s get comfortable, roll-up our sleeves, and do great things together!
by Jodi Amendola | Apr 5, 2017 | Blog
HIMSS is now a distant memory and you’re struggling to remember what happened last week, let alone the show’s key takeaways. Never fear, I’ve got you covered! I reached out to several top industry analysts with whom I’ve worked for years, as well a Health 2.0 co-founder, and summarized the key themes. Consider it your industry crystal ball reading for 2017.
#1 — Artificial Intelligence (AI) will be the bright, shiny object of 2017.
Barry Runyon, Research VP, Gartner:
“AI, analytics, interoperability and cybersecurity seemed pretty pervasive [at HIMSS17] AI in particular.”
Sven Lohse: Healthcare IT Services Strategies, IDC Health Insights:
“For the first time at scale, HIMSS17 showcased applications of artificial intelligence and machine learning technology in the healthcare context with promise for improving operations, finance and care delivery.”
Matthew Guldin, Senior Analyst, Chilmark Research:
“AI and machine learning seemed to dominate as the buzzword(s) of HIMSS17. Finding actual use cases was a bit more challenging, but there were vendors that were demonstrating its potential value around medication refills, pre-visit planning and virtual health coaching.”
#2 Population health and care management/coordination will receive a face-lift with voice assistants, cloud-based platforms and the seemingly ubiquitous AI.
Nancy Fabozzi, Principal Analyst, Transformational Health, Frost & Sullivan
“Voice is the next big user interface for computing and truly something to get excited about for its potential in healthcare, especially voice assistants for care management and patient engagement. Amazon’s Alexa is taking the lead here and many new companies will emerge to support this important trend. Merck’s new partnership with Amazon to support voice-enabled solutions for chronic disease management is a very positive development; we will be watching this one closely.”
Matthew Holt, Co-founder of Health 2.0
“[At HIMSS] the new cloud-based population health and analytics systems showed promise, if not yet penetration.”
Matthew Guldin, Senior Analyst, Chilmark Research:
“If providers are going to be effective at scaling their present care management programs, a much higher degree of automation will be required with the application of this [AI and machine learning] technology in care management applications playing a critical role.”
Deanne Kasim, Founding Partner, Santesys Solutions
“Regardless of the outcome of “repeal and replace,” value-based reimbursement and better care coordination are here to stay and will only grow in importance.”
#3 Blockchain may be the answer to the interoperability and cybersecurity questions.
Sven Lohse: Healthcare IT Services Strategies, IDC Health Insights:
“Blockchain in healthcare also garnered significant attention with multiple [HIMSS] sessions highlighting how blockchain could solve such challenges as interoperability, security and making healthcare transactions more transparent.”
Deanne Kasim, Founding Partner, Santesys Solutions
“Look for blockchain to be a bigger topic at HIMSS18.”
#4 Bonus thoughts: TCO & bringing people back into the equation.
Barry Runyon, Research VP, Gartner:
“Looking around, I think the TCO of IT is going to become a bigger issue.”
Barbara McGann Chief Resource Officer at Horses for Sources; FSH Research
“While at HIMSS, I saw an endless variety of technology offerings, and among them, people physicians, EMTs, nurses, patients, caregivers all of whom want a healthier society. We need to not only connect the systems for interoperability, but also connect the individuals. IT professionals need to be just as excited as doctors, nurses and caregivers about truly changing people’s lives through healthcare in order to really have an impact.”
Deanne Kasim, Founding Partner, Santesys Solutions
“I noticed more focus on the Social Determinants of Health (SDoH), but vendors have different approaches in terms of what data they have and how it is used. I think the industry is just beginning to tap the potential here of how to access and use this information.”
Finally, my personal prediction: Regardless of your technology, product or service, 2017 will offer endless possibilities for growth if you follow best practices, execute efficiently and take advantage of strategic industry guidance. The A-team is here to help! Contact us at @AmendolaComm or at info@acmarketingpr.com.
by Jodi Amendola | Mar 8, 2017 | Blog
At our agency we think of HIMSS as our “Christmas.” We face similar time pressures and high expectations as those in retail leading up to the holiday, but as one team member says, “HIMSS is the “Happiest Time of Year.”
Like the annual family gatherings, we see clients, media, analysts and industry leaders all in one place. We network with old and new colleagues, learn about new offerings and trends and much more. However, it’s not all Christmas carols and eggnog. There’s quite a bit of hard work that occurs months before HIMSS: arranging meetings, creating themes, developing strategies and plans, and then poof it’s over. Just like Christmas, the rush of opening presents is over in a blink and before you know it, it’s time to take the tree down and do your gift returns.
It’s true, HIMSS is now over, but there is still fun to be had! As you leverage the opportunities you uncovered and follow-up on all of the activities leading up to and at the show, you’ll experience the “gifts” of secured bylined articles, analyst coverage and strengthened relationships.
And even if you still have a HIMSS hangover and that extra Tylenol and sleep hasn’t yet kicked in we’ve made it easy for you with the best practices listed below. Follow each step and you’ll magic those leads into tangible results!
- Do your follow-ups from media interviews, networking events, speakers you enjoyed, potential partners, existing partners with whom you met, etc. In fact, often the best conversations come from those random instances where you bumped into someone on the exhibit hall floor or in the elevator. Never underestimate the impact of unexpected conversations and meetings at HIMSS those are my favorites. After 20+ years of attending the conference, I love the reunion aspect of it. It’s the perfect way to re-connect with industry colleagues, clients and members of the media. Be sure to follow-up with a note on LinkedIn or an email you never know what will happen!
- Great information doesn’t mean actionable information. Translate what you’ve heard/learned into goals and actionable next steps. But don’t get distracted by the shiny new objects that you learned about at HIMSS. Instead, focus on what applies to your organization, your product line and the larger business/industry problems that your company’s solutions address. Don’t try to be all things to all people it just doesn’t work. Be clear about who you are, your value proposition and unique differentiators, and most importantly, how you solve your client’s real-world problems.
- Biggest challenge: Prioritization of all those great ideas! HIMSS is over now don’t waste the investment. Develop a calendar of follow-up marketing initiatives to continue driving interest and momentum, along with an execution strategy. Below are some of my personal secrets to success:
- Did you launch a new product at HIMSS? Do you have a client user or a pilot running? Did you conduct a Focus Group or survey at the show? Now is a good time to share the results. Leverage post-HIMSS press releases to continue the excitement. Be strategic and space the news out appropriately. Generally, I recommend a cadence of every other week, if news permits.
- Continue your social media outreach using #HIMSS17 – and even add #HIMSS18 as you look toward the coming year’s trends!
- Wondering what to do with all the contact information you collected from prospects, potential partners and investors who stopped by your booth? Implement a timely email campaign to continue the conversations and reach them at various stages of the buying funnel. I suggest disseminating a series of targeted e-blasts with a strong call-to-action such as downloading a gated white paper, infographic, ROI calculator or other value-added content.
- Did you capture client testimonial videos at the show? Embed them into your corporate presentations, highlight them on your website and promote them via social media.
- Did you or your clients present at HIMSS? Take that content and turn it into one or more thought leader articles, blog posts, ebooks, webinars (which can then be uploaded to SlideShare), podcasts and possibly the inspiration for a thought leadership video series. Content can usually be sliced and diced in multiple ways; leverage what you have rather than creating new materials.
- Biggest misstep: Not tying your new/updated goals, strategies, and tactics derived from HIMSS’ insights to your organizational KPIs. Remember, if your results don’t track to the CEO’s expectations, they don’t count!
P.S. Don’t forget to tune in for my next post on healthcare IT analysts and key influencers top takeaways from HIMSS. They’ll set you on the right path for the rest of 2017! Finally, I hope you all had a Merry HIMSS I know our A-Team did!
by Jodi Amendola | Nov 23, 2016 | Blog
Like so many companies, you want to promote your company brand and unique value proposition far and wide. But convincing others to pull the trigger on hiring a PR agency is proving to take more time than you anticipated. Or, perhaps you’re the one who isn’t sold yet on bringing in agency expertise. It’s a big decision, no doubt in some ways, as important as choosing a spouse! But there’s also one surefire way to assess if you should hire an agency: Is the timing right?
With 25 years of experience in PR, including owning the fastest-growing agency in healthcare technology, I can help you sort it out. The first step is to determine what your goals are. Why do you want to be front and center in the news? Reasons can vary some of our clients want to stand out clearly from the competition; others want to gain a share of voice on industry trends, and still others want to position their company for a strategic acquisition or IPO.
Once you’ve identified why you want to effectively and consistently promote your company, products, services and thought leaders, then you can move on to 10 key questions to help you make a decision about hiring a PR agency now or in the future. The questions fall under five categories and your answers will give you an honest assessment about whether or not you need a PR agency at your side.
STRATEGY:
#1 Do you have a precise understanding of your target audiences and which media outlets they are mostly likely to engage with? Are you reaching them now or do you need to?
#2 In the event of an unexpected challenge from a competitor/member of the media/credible industry insider, do you have sufficient resources readily available for a rapid response?
#3 In the event of a crisis, do you have the right PR resources in place to quickly gain control of the public dialogue?
MEDIA RELATIONS:
#4 Are you successfully cultivating and maintaining media relationships with key influencers in your space? Are you sending them interesting pitches based on their beats to secure ink for you and your clients?
#5 Are you reaching out to the right media outlets? Every day I hear from prospects that they want to be in the NY Times or the Wall Street Journal but are those the outlets your buyers are reading like the niche pubs in your own office lobby, or the ones they hand out at targeted key trade shows?
CONTENT MARKETING:
#6 Are you creating and distributing enough information to educate today’s information-driven buyers at every step of the buying process? Establishing your educational/thought leadership position through each phase is often critical when it comes time to making purchasing decisions.
#7 Are you getting your thought leaders’ messages out to your targeted markets and media outlets?
SOCIAL MEDIA:
#8 Do you have an effective social media strategy in place that is getting you noticed and talked about by industry/digital influencers?
ANALYST RELATIONS:
#9 Are you getting cited in the most widely read industry reports where your competitors are?
INDUSTRY RECOGNITION:
#10 Do we receive the recognition we deserve through different awards, speaking opportunities and trade show presentations?
Now, time to assess the results. If your answers have left you feeling somewhat alarmed about your own company’s “PR readiness,” don’t worry help is just a free consultation away. And now that you know where you’re particularly vulnerable, you can have this consultation tailored to your most pressing needs. We’re here to help you make an informed decision!
by Jodi Amendola | Sep 14, 2016 | Blog
I often tell my clients that selecting a PR agency is much like selecting a spouse. It’s an intimate relationship; we often talk with our own clients several times a day on the phone and email, so we know how important it is for agencies and their clients to “click.”
As for finding this perfect PR match, it’s a lot like real life dating. Sure, an online search can reap lots of possibilities, but referrals from people you know and who know the other party are often the most effective way to find the agency just right for you. So be sure to ask your colleagues, strategic partners and industry editors who they’ve worked with in the past.
After you’ve identified a viable candidate, do your due diligence to confirm it really is a match made in (business) heaven. With 25 years of experience running a successful PR agency, I’ve narrowed this vetting process down to 7 key factors.
Expertise
Do you need an agency with experience in multiple verticals or do you want an agency in a specific market niche such as healthcare IT (HIT)? With the latter, you’ll get knowledge that’s both broad across different niches within that space and deep a combination which uncovers many more messaging opportunities and angles. Such an agency is going to have more relationships with HIT media and digital influencers, along with media experience and skills in national and local markets.
But don’t just take the PR agency’s word for how experienced its team members are find out how long the agency has been in business and be sure to review customer case studies. If possible, seek a conversation or two with the agency’s clients.
Size
It’s amazing to me that some companies, even really small start-ups, think they need a “large” agency to succeed–the “nobody ever got fired for hiring IBM” mentality. I have heard so many clients and prospects describe their experiences working with a large PR agency and their inevitable discovery that the agency viewed them as one of the smaller fishes in the pond. How much attention do you think these companies ended up getting?
There are some companies who start with a small or medium PR agency and then become so big that they do in fact need a large, global partner or multiple agencies and very often, it was the dedication of an independent agency that helped get them there. So when it’s time to hire your next PR agency, make sure to scope out how much personalized attention you’ll get. Ask how many people will be on your team, and their different levels of expertise. Find out their roles and responsibilities and get a good sense of how much access you’ll have to each one.
Location
In the old days before email, Skype, web conference calls and the like, companies largely felt they had to work with agencies in their town or state. But that’s no longer the case. Today companies can communicate and work with any agency in the world, meaning they have exponentially more agencies to choose from. Of course, time zones are a consideration, so you’ll want to seek a PR agency with staff located in all zones. But aside from that, you now have so many more agencies to choose from. So many choices can be overwhelming, so again narrow them down by how well an agency meets the criteria I’ve outlined for you. It really does work!
Range of Services
It’s so much more convenient to work with an agency that offers a roster of services that clients can choose from, either a la carte or integrated. Look for a PR agency that can offer media relations, social media, PR strategy, content marketing, digital marketing, and writing at a minimum. Ask about their connections with video production firms, graphic design and other auxiliary creative services. An experienced agency will either offer these services themselves or have numerous connections on hand they can refer you to and work with on your various campaigns.
Partners
On the subject of agencies working with other creative groups, choose one that can collaborate not compete with your existing agency partners. This is important for integrated campaigns that are executed by multiple agencies to actually work.
Team
Here’s something you might not discover until after you sign the retainer contract with some agencies: very often the high-level execs you met at the presentation aren’t the team who will be working on your account. That’s unfortunate, because experience and compatibility matter. Ideally, at the initial presentation at least one of the people who will be on your team should be there. Do you feel a connection with them? Are they someone you would enjoy working with on a regular basis? Remember this is going to be a close relationship. There are days when I speak with my clients more than with my own husband!
Budget/terms/scope of work
When evaluating agencies you will want to compare apples to apples in terms of services, quantities/deliverables, etc. Are you going to engage in an annual retainer program or a PR project? Will you be billed by the hour or by scope of deliverables? Based on my experience, the latter will get you more value. Teams won’t be clocking out the second your hours for the month are used up; instead, they’ll work tirelessly to successfully execute your campaigns with no limit to the time they put in.
Most PR agencies, if they have hit your top 5 or 10 list, are probably going to be solid contenders. They can all probably write a solid press release and know the nuts and bolts of working with the media. But hone in on how they’ll work with you. Zero in on the fit. Does it feel right? Is this the company that you want to serve as an extension to your own team? As with all other relationships, this comfort level is the key to finding your PR agency soul mate.
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