by Brandon Glenn | Jan 8, 2020 | Blog
The more corporate blogs change, the more they stay the same.
A 2016 post on Amendola’s blog lists the primary benefits a corporate blog can deliver, which all ring true three-and-a-half years later. Those advantages include: building SEO and attracting visitors to your site, providing a platform to exchange ideas with prospects and customers, strengthening your brand, serving as the
hub of your content marketing efforts, and establishing you as thought leaders in the industry.
Likewise, the author’s assessment of the most likely factor to derail a corporate blog remains spot-on: “The number one barrier I have encountered to establishing thought leadership through a corporate blog is a lack of commitment. A blog will die a slow (or sometimes not-so-slow) death when an organization fails to develop a culture committed to establishing thought leadership through content marketing.”
This observation matches up with my own experience. Too often, corporate blogs are launched without a detailed plan and content calendar that organize and map out the content the blog is planned to cover.
There is one piece of advice from the author, however, that I believe doesn’t fully capture the idea of how to maintain a sustainable blog: “The executive team must lead the way.” Certainly, that is true in regard to the need for executives to champion the blog internally to generate interest within the company.
However, this advice ignores the role the marketing and communications teams must play in developing potential content for the blog. While an organization’s top executives are certainly its most prominent thought leaders, they generally are reluctant to spend time sitting in front of a blank Word document brainstorming ideas for corporate blog posts. That’s why the organization’s marketing and communications professionals must first take the lead in establishing a content plan for a blog.
How is this accomplished? Start by reviewing any recent content your company has produced that is still relevant, which may include white papers, guest editorials, marketing collateral, website copy, interview transcriptions and more. This pre-existing content can be a gold mine of ideas to repurpose for blog posts.
Take your preparation a step further by performing Google and Twitter searches for news items relevant to your company that provide a jumping-off point for other blog posts. For example, if your company works with provider organizations to help address social determinants of health issues in their communities, a simple search of “social determinants of health” may yield information about a trove of articles and studies that can provide engaging content for blog posts.
Use this research to fuel a running list of corporate blog post ideas that you update periodically and share with your thought leaders. By doing this, you’ll likely have saved executives lots of time and even have taken on the appearance of a thought leader a bit yourself.
by Administrator | Dec 18, 2019 | Blog
Building relationships with journalists takes time. Smashing them to pieces takes little time at all.
One terrible, irrelevant pitch and you could end up on a journalist’s blacklist and that isn’t where you want to be. Because as any good media relations guru will tell you, we need journalists more than they need us.
To build strong relationships and maybe fix bad ones there are some basic rules of the road anyone out there sending pitches should follow, lest you end up in the SPAM folder where email goes to die!
Know What they Write and What Who they Write for Writes
Sometimes a good tongue-twister helps you to remember a basic principle such as this one do a little research! You need to know who the person and the publication is before you pitch him/her.
This seems like a no-brainer, but it’s actually one of the biggest problems editors run into. If they won’t accept company sources for stories and prefer to limit
themselves to end-users and customers, you need to know that. And, more importantly, you need to respect that.
No, you cannot change their mind. Instead, because you failed to know who you’re dealing with and respect their rules, you’ll just end up alienating yourself.
Give publications a call before you pitch them. Or, do what I do, drop a quick email with the subject like “Quick Question” and just ask what it’ll take to get a
story covered. And then take the response as a Commandment. It’s as simple as that.
Use the Medium of their Choice
Media relations people are told all the time “you have to make the calls!” Well, that’s true sometimes. And sometimes, it’s not true at all.
The fact is if it’s a solicitation or a pitch editors prefer email almost universally. That said, a quick phone call to remind them you sent one is probably OK for most editors. Don’t, however, overstay your welcome. Keep calls brief. And if an editor tells you they prefer email, keep to that avenue.
I have been yelled at on the phone once or twice for calling someone I shouldn’t have. My advice to avoid this is to 1) check your PR software, such as Cision, and read the notes to see if a journalist explicitly states that they prefer email; and 2) try to limit your calls to work numbers.
Just because you can get a journalist’s personal cellphone doesn’t mean you should call them on the same line. Like everyone else, they use their phones primarily to like baby photos on Facebook and to swipe left on Tinder mirror selfies. They probably don’t want a call on their personal line so don’t do it.
Don’t sound like Rachel From Cardholder Services during phone calls, and don’t make your emails look like marketing blasts. Talk and write to editors as if they are real people and as if you’re a real person (I failed to develop a good tongue-twister, but I tried).
Keep it Real
Keep it real. If you’re writing an email, keep it brief and just offer a story. Don’t drone on and on about a product and how great it is no one cares. And if you’re calling an editor, don’t jump into a monologue, because no one will listen.
Just try to have a conversation, weave in the most important information, and be yourself. If you don’t fall back on your personality, you shouldn’t be in media
relations.
People skills are a huge part of the job, and good people skills shine most when those people are being themselves.
by admin | Dec 11, 2019 | Blog
Healthcare technology companies spend a lot of time urging providers and payers to become “data-driven.” But what about themselves? The fact is, most healthcare tech companies are sitting on goldmines of data that, given a little exploration, could produce intriguing and meaningful insights. In turn, these insights can become marketing and PR gold.
It’s not just analytics companies that have access to a lot of data. Any company that processes digital information in some fashion for its clients presumably has access to sizeable datasets. They are in a prime position to examine this data for patterns and trends.
A clearinghouse for medical claims, as one example, can spot trends in which claim types payers are more likely to deny, and for which reason. In another example, a company with care coordination technology can detect patterns about which health events and conditions require the most collaborative care. And of course, analytics companies have access to any number of data insights.
Once these insights are in hand, how to package them? Here are a few ideas:
- A graphical representation, such as a chart or infographic
- Industry reports
- Byline articles and blog posts
- Press releases
Or bundle all of the above into a larger campaign, especially for those data insights that are sure to make industry waves.
Start by capturing the main data points into a graphical format, which you can brand with your logo. Flesh out these findings in an industry report, which you can announce is now available via a press release. Further market the industry report with social media posts of your graphics.
Many tech-enabled companies outside of healthcare already do this and get national news coverage for it.
So, how can marketing and PR departments get these data insights? The answer lies in understanding what kind of data your organization processes, and forging relationships with the stewards of this data. Even one initial project can show the success of these efforts if the findings reap media coverage or increased social media interaction. And success tends to beget more success.
CEOs can also make it part of the data steward job description to share interesting findings on a monthly or quarterly basis.
The point is to remember that data isn’t just an asset for the healthcare tech company’s customer. It’s of value to the healthcare tech company, too; especially for those inevitable times when news is slow. Rather than wait for a big event to promote, shake up the industry with some big findings and make some data-driven news of your own.
by Morgan Lewis | Dec 4, 2019 | Blog
In public relations, we work with most of our clients on thought leadership bylined articles. These articles frequently include the client’s opinions, most often about how healthcare provider organizations or payers can improve productivity, efficiency, patient care and other aspects of running their businesses.
In healthcare business-to-business PR, however, we rarely get the opportunity to work with clients who truly want to take a critical stand on an issue, not necessarily political, but one that some readers may interpret as (gasp!) controversial. This is understandable considering businesses often do not want to alienate any potential clients based on their position.
At the same time, it’s a shame because writing opinion pieces generates credibility when the article is carefully researched, speaks from a place of knowledge and experience and is well-written. Opinion pieces also elicit a stronger emotional response in readers and are more likely to be shared online. One study by a marketing research company analyzed the 10,000 most shared articles across the web and categorized them by feelings, finding that “awe” was the most common emotion among the highly shared articles. “Laughter” and “Amusement” were the other top emotions, but that’s not typically our goal with opinion pieces.
The firm’s analysis echoes an earlier study conducted by The New York Times several years ago which asked readers why they shared a story they found online. Among the top reasons was to “bring valuable and entertaining content to one another” and “get the word out about causes they care about.” A good opinion article accomplishes both those goals and can inspire awe or at least a strong sense of admiration in the reader who may share the piece with key decision makers in the healthcare organization. When writing opinion articles, keep in mind the following:
Think of the reader
Certainly, the CEO or other thought leaders at your company may have an opinion about a healthcare industry problem or regulation, but is it what the reader also cares about? If not, the lack of relevance will make for a forgettable article. Instead, determine one of the most common pain points among your customers (and one that your solution may address) and focus on the opinion piece on that issue.
Do your research
Eliciting emotion is crucial for opinion pieces, but the piece will fall flat without the facts to back them up. Opinion articles, like any sort of persuasive writing, need ample statistics from credible sources to support this position. Don’t go overboard, though. Too many numbers may get confusing or cumbersome and may overshadow the story you’re telling and the personality of the writer, both of which must come through.
Establish credibility
The Duke University Communications Office offers a great, quick content and style guide for writing opinion articles. In their tips, they recommend that the writer “play up your personal connection to the readers” to increase relevance and build credibility. For their guide, Duke is referring to local consumer newspapers and publications. For trade and national business media, it’s helpful if the writer demonstrates their deep healthcare knowledge by sharing a bit about their background in the industry, if they have some.
Readers tend to trust people more who have been in their shoes, so showing you’ve felt their pain firsthand can elicit a stronger sense of admiration and drive action. If the writer lacks personal experience in healthcare, describing an anecdote about a client or several clients can be just as effective.
Ruffle some feathers, respectfully
With facts and credibility established, the writer needs to take an unequivocal position on an issue, even if some or many readers will not agree, or even object to it. Taking a bold stance on an issue that is relevant to readers demonstrates confidence, strength and leadership, all qualities that healthcare leaders are looking for in partners. At the same time, demonstrating humility by explaining why you can understand the other side of the issue or the limitations of your position, is also important to show that this is a well-considered position.
Offer solutions
If an opinion article just criticizes and offers no solutions then it is no help to anybody, including your company. Describe at a high level how this issue could be solved focusing on all aspects. It may be tempting to reference your company’s solution at this point, but refrain from self-promotion as much as possible. Nothing weakens the integrity of an opinion article like an obvious sales pitch. Ideally, the content will drive readers to explore your company and download a deeper dive into your solution through a white paper or eBook. The article is meant to highlight the knowledge, expertise and vision of the people behind the solution, which is just as important as the tech.
Use sparingly
Opinion articles may seem risky to some, but with so much thought leadership content available online, it can be difficult to stand out. A strongly held opinion articulated and argued effectively using credible evidence can differentiate the writer above other thought leaders in B2B healthcare, but also help readers see those leaders as people” – and maybe even inspire “awe.”
by Philip Anast | Nov 20, 2019 | Blog
As a communications agency for healthcare and healthcare IT companies, Amendola Communications has built a reputation for strong speaker applications. Once a speaking engagement is secured, however, the real fun begins: the preparation of the speech itself.
When looking for inspiration in oratory, one doesn’t have to look further than Winston Churchill. (Author Andrew Roberts wrote a lengthy biography recently.) You may be saying to yourself: I’m not making a political speech; I’m not inspiring the British people and the world during the darkest hours of World War II; I’m speaking at HIMSS or another industry event.
Yet the tenets Churchill employed in his speeches have a universal applicability that can help everyone construct more meaningful speeches.
According to Roberts, Churchill drew inspiration from his 1897 unpublished essay entitled, “The Scaffolding of Rhetoric.” That piece identified five elements of successful speeches:
- Use the best possible words Churchill believed in short, simple words that convey powerful meaning. He held a great appreciation for words. No doubt, every journalism major remembers her professors’ admonitions to use strong action verbs and nouns and minimize the use of adjectives and adverbs. Unlike some of those professors, however, Churchill did not place a limit on the number of words in a sentence of oratory, provided they contribute to a logical cadence
- Listen to the sounds of words and how they influence the human brain. Shakespeare had much influence on Churchill and what he wrote. The latter recommended writing out speech notes and practicing speeches aloud before deliverance. Martin Luther King also understood the impact of sound. To wit: “There comes a time when the cup of endurance runs over and men are no longer willing to be plunged into the abyss of despair.”
- Build arguments and evidence into a steady crescendo to help one’s audience arrive at the conclusion. Make sure the speech builds upon its points and doesn’t have too many diversions
- Use analogies Churchill believed in “translating established truth into simple language,” Roberts said. This is an effective technique for both speeches and the written word. Put the speech into the context of the larger things in life and give people reason to think about their connections
- Arouse emotion Churchill used exaggerated language and hyperbole that did not always sit well with his fellow politicians nor his audiences at large; however, Churchill had a self-mocking quality about him not always realized by his listeners. Like the use of analogies, emotion can “move the human heart” and force people to really listen, and to change their thinking and their lives
Churchill said: “Of all the talents bestowed upon men, none is so precious as the gift of oratory. He who enjoys it wields a power more durable than the power of a great king.” Churchill believed that one needed to cultivate a talent for speaking and to practice it diligently. That’s advice that we can all take to heart.
by Megan Smith | Nov 13, 2019 | Blog
We work in a niche part of PR healthcare with a heavy focus on technology so as you can imagine we have extremely nuanced discussions about the work that our clients do. This includes how their technology, service or offering impacts the world, what differentiates it from competitors and why providers, payers or employers need this technology.
We spend hours meticulously parsing through the language that accurately, yet simply, conveys what the technology or service our client provides so that our target audience can understand.
Recently though, I have realized that we in marketing and comms tend to turn around and play back the results of our work in the exact same manner but in our own jargon impressions, hits, tonality.
Just a few weeks ago, I was discussing messaging with a client for a new product, and they relayed a point to me that struck a chord for the work we do on both sides of the business. The team said that the clinicians do not want another report that they have to weed through. They want technology, partners and leaders who don’t just shove another report down their throats. They want digestible information that helps them in their day-to-day workflows.
That, of course got me to thinking. I write reports regularly. Reports of media coverage garnered, work done that month or quarter or year, reports on what we anticipate the outcome will be. But am I oversaturating my main audience like healthcare technology vendors are oversaturating clinical teams?
The answer is simple yes.
PR is perceived as the silver bullet that can fix all of a company’s issues. But there are two issues:
1. It is not a silver bullet and there is a lot of work that is needed operationally to turn around an organization, and
2. It is really, really hard to measure.
What do we as PR professionals do? We flood our market with reports we show how many impressions we may have secured, how one tool shows how the tone of the discussion changed and more.
But what we are not consistently giving is digestible advice on what this means for their day-to-day workflows how should they implement changes, what changes need to be implemented, where can we improve?
While I don’t have all the answers, I am working to improve my reports to provide that quick advice on what needs to be changed or considered to make all our activities more impactful.
How have you altered reporting to make sure your clients get the most of your partnership?
