by Matt Schlossberg | Apr 19, 2017 | Blog
On the night of November 2, 2016, the Chicago Cubs won the World Series, ending the longest drought in the history of American sports
OK, before I continue a caveat. This isn’t going to be another metaphorical sports-as-insert-unrelated-industry-here blog post. I’m not going to compare media relations to a clean-up hitter nor end this piece advising your team to “hit is out of the park.”
But there is a practical lesson the Cubbies historic run can offer to organizations that contract with a healthcare PR agency.
When he was hired to run baseball operations for the Cubs in 2011, Theo Epstein held a remarkable press conference. He explained that in order to build a winning club, the entire structure needed to be torn down and rebuilt from the ground up. The overhaul would affect every aspect of the organization, even the ball park, and that several years would pass before the front office’s effort bore fruit.
It didn’t take much to read between the lines the Cubs were going to stink. And not in the usual way fans had become accustomed to. In other words, history-making bad.
What was remarkable and perhaps overlooked about that press conference was Epstein’s transparency. It’s an unwritten rule in sports to never admit to a rebuild, to confess that the product you are placing on the field may be intentionally awful for the foreseeable future.
If you were a Cubs fan between 2011 and 2016 and you referred to “The Plan,” everyone knew what you were talking about.
Reflecting on those sour years, Epstein said, “You realize it’s just easier when you’re transparent. You realize it works with everyone. It works managing up, it works with the media, it works with agents, it works with your fans.
It’s kind of the best way to do things if you can pull it off. Something as simple as transparency is really scalable, because it quickly impacts the culture.”
Transparency is a critical component of a successful PR program. Great PR teams are proactive. Not only do they get ahead of stories, they also help create the narrative. But that only works if a transparent culture is fostered between the agency’s team and the organization it represents.
PR teams that understand the good, the bad and the ugly of the organizations they represent allow them the space to best position the company and its narrative in the public eye. Quietly working on a months-long initiative only to bring it to your PR rep’s attention the day before launch and expect the moon in terms of coverage is unrealistic. Obscuring a poor outcome or promising customers that never show up to interviews puts your rep on the defensive and makes your program reactive, always playing catch up.
Think of your PR team as the guardians of your reputation. They can only protect and position what they know. In short, anything and everything you tell your PR teams helps them help you. On the flip side, a good PR team is going to be explicit about being upfront, diligent and discreet in their communications.
So what are the ingredients for a culture of transparency?
- Be open. It’s important to focus on missed opportunities as much as victories, so we can learn from our experiences and apply it to the next campaign.
- Seek and deliver feedback. PR is as much an art as science. Some initiatives work, others don’t. If your agency’s style of operation doesn’t mesh with your own, speak about it openly and frankly. If you have a good agency, they’ll adapt.
- Make sure good news isn’t the only news. Every organization hits a rough patch a delayed initiative, an unhappy customer, internal shake-ups. Keeping your PR team in the loop helps them offer constructive advice and a strategy for dealing with these issues should they become public.
A transparent culture impact everybody it build trusts, strengthens relationships, and enables your PR team and organization to tap the flexibility and creativity required to be a positive, proactive force in the marketplace.
by Heather Caouette | Apr 12, 2017 | Blog
Swiss Army knives are generally thought of as the go-to multi-tool, capable of performing all sorts of handy functions in one neat little package. Marketers have their own version of the Swiss Army knife: the press release. It has the versatility to advance a variety of marketing goals.
That was not the case several years ago. Back then, press releases were written for the media; hence the name. Today the internet, social media and business practices have blurred the lines, which means in many cases a press release is no longer written with the sole purpose to attract media attention or fulfill an SEC guideline. Instead, it is a multi-function business tool.
Press releases allow you get your message out to your audiences unfiltered. This one piece of collateral is completely versatile and can help companies work towards a plethora of goals, including:
- Media relations: Good, solid media relations. Through distribution services, press releases are sent to journalists’ email, where they can choose to write about the news. Even if the reporter does not cover the announcement right away, your information may be filed as a “source” for future articles. The exposure can also make journalists aware of your company, or keep them informed about your latest developments.
- Sales: Current projections estimate that 60% to 70% of the business buyer’s purchase process is made before they contact the vendor. Given that most information a prospect obtains is before they enter the sales funnel, you need ways to reach them earlier in the purchasing journey. Also, press releases can be a reason for the sales team to go back to a prospect. Customer wins may be shared with prospective client of a similar size, specialty and/or location. Many deals are completed by potential customers after seeing what their peers are doing.
- Attract New Talent: Who does not want to work for a company that is doing exciting and innovative things? Showing momentum can turn the heads of qualified candidates for even hard to fill spots.
- Keep Investors in the Know: Highlighting your successes can attract investors. A steady cadence of news signals an active company that is gaining traction, a key to obtaining investor interest.
- SEO Benefits: When credible websites and search engines pick up your press release, it can raise your placement in Google search results, which drives traffic and increases awareness for your site. Using specific keywords can optimize the press release to be easily searchable by audiences, including prospective and current customers, employees, investors and the media.
You can significantly increase interest in your press releases by adding images or video, making them even more beneficial. Which business objectives will they help you unlock?
by Kate Donlon | Mar 15, 2017 | Blog
Want a Rockin Team?
Many think that putting together a great team means being clear about roles, setting expectations and providing appropriate incentives. While all that MBA mumbo jumbo is true, it’s not how you 
get teams to purr like a Lotus and move like Greased Lightning.
No, the real secret lies in the people. In the soft skills. Everything you didn’t learn in school. Never fear, your song-fueled cliff notes is here.
- Recognize that each team member is different different strengths, weaknesses and motivations. Sure, you could make them play the game and perform exactly as you would in any given situation or project. If you want to see high turnover. Or just breathe and do the following
- Have each team member take a talent assessment test like Myers Briggs or StrengthsFinder, and then share the results within the next group meeting. Emphasize how each talent category has its preferred style of interaction with the external and internal world. Act out scenarios. Make it real.
- Don’t just rely on the test results. Listen to what each person says and how they react on a daily basis. What is their personality style? Their work style? Are they an email, phone or text person? Is it best to reach out to them in the morning or in the afternoon?
Note: Never underestimate the statement “I’m not a morning person.” Let them have their coffee IV and then pose your question or request.
- Examine how each team member is motivated. Do they prefer a thank you delivered one-on-one? Or do they glow when appreciation is expressed more publicly, such as during a team or company-wide meeting? Maybe a “Well-done!” email to the appropriate email distribution list supplies the balance of recognition without the in-person spotlight.Some team members may respond best to small tokens of gratitude such as a handwritten card, a lunch with the boss or even a comp day when their performance goes above and beyond all expectations. Get to know your people and the above should come naturally.
- In summary, R-e-s-p-e-c-t each team member’s distinct gifts. Encourage them to come as you are and even stir it up when needed and they’ll perform their best for you.
So let your team members know: “I want you to express yourself and if you want to sing out, sing out.”
And that’s how you build a rockin band I mean team.
by Administrator | Mar 15, 2017 | News
Scottsdale, Ariz. March 15, 2017 Amendola Communications, an award-winning healthcare marketing and public relations agency, announced today that Zynx Health, a market leader in providing evidence- and experience-based clinical improvement solutions and part of the Hearst Network, has selected Amendola Communications as its agency of record. Amendola will provide a broad range of public relations and content services that promote Zynx Health as a pioneer and innovator in the delivery of clinical solutions that improve the quality, safety and efficiency of healthcare.
“The Amendola team has impressed us with their in-depth knowledge of the healthcare IT space, as well as their commitment to going that extra mile to meet our needs, such as helping to secure a recent interview with the industry-leading blog, HIStalk,” said Kevin Daly, president of Zynx Health. “Not only has Amendola represented Zynx Health before but one of our executive management team members has worked with Amendola at two companies with stellar results. We are confident that they are the right partner to help us create excellent content and achieve our PR goals as we launch new solutions into the marketplace.”
Amendola Communications will provide broad public relations and marketing services, including media research, media and analyst relations, and the generation of top-tier awards and speaking opportunities. The agency will also be responsible for delivering a range of content demonstrating the thought leadership and expertise of Zynx Health’s subject matter experts, including bylined articles, blog posts, press releases and other materials.
“Zynx is a KLAS-recognized leader in healthcare IT based on their long history of delivering evidence-based clinical decision support solutions that improve patient safety and the delivery of quality care,” said Jodi Amendola, CEO of Amendola Communications. “We’ve worked with Zynx in the past and we look forward to promoting its new leadership team as thought leaders/visionaries as the company continues to enhance and expand its portfolio of solutions that help reduce variations in clinical care, financial performance, and clinician documentation.”
Zynx Health was founded around a mission to improve the quality, safety, and efficiency of healthcare. For more than 20 years, Zynx Health has empowered thousands of healthcare organizations and clinicians to align their clinical decision support, strategies, and workflows around the standardization and infusion of evidence-based vital information and experience-based best practices. Over the years, Zynx Health has earned numerous awards for its products and was recently named the 2017 KLAS Category Leader for Clinical Decision Support Order Sets.
About Zynx Health
Zynx Health, part of the Hearst Health network, provides healthcare professionals with vital information and processes that guide care decisions and reduce complexity across the entire patient journey in a way that leads to healthier lives for all. Zynx is a pioneer and market leader in evidence- and experience-based clinical solutions that help health systems improve patient outcomes, financial outcomes, clinical engagement and technology performance. With Zynx Health, healthcare organizations exceed industry demands for delivering high-quality care at lower costs under value-based reimbursement models. To learn more, visit zynxhealth.com or call 855.367.ZYNX.
About Hearst Health
The Hearst Health network includes FDB (First Databank), Zynx Health, MCG, Homecare Homebase, MedHOK, Hearst Health International, Hearst Health Ventures and the Hearst Health Innovation Lab (www.hearsthealth.com). The mission of Hearst Health is to help guide the most important care moments by delivering vital information into the hands of everyone who touches a person’s health journey. Each year in the U.S., care guidance from the Hearst Health network reaches 84 percent of discharged patients, 177 million insured individuals, 60 million home health visits, and 3.1 billion dispensed prescriptions.
About Amendola Communications
Amendola Communications is an award-winning national public relations, marketing communications, social media and content marketing firm. Named one of the best information technology (IT) PR firms in the nation four times by PRSourceCode, Amendola represents some of the best-known brands and groundbreaking startups in the healthcare and HIT industries. Amendola’s seasoned team of PR and marketing pros delivers strategic guidance and effective solutions to help organizations boost their reputation and drive market share. For more information about the PR industry’s “A Team,” visit www.acmarketingpr.com, and follow Amendola on Twitter and LinkedIn.
Media Contact: Michelle Ronan Noteboom | 512,426.2870 | mnoteboom@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!
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