4 ways to get your medical staff into PR mode
We all have a lot of responsibilities at work.
Between long hours, busy schedules and important patient matters, it can be tough to get your medical staff involved in marketing. Budget cuts also mean health care marketing departments have to stay creative with their outreach efforts, all while keeping an eye on costs.
Here are a few quick ways to get medical colleagues involved in your PR program. They might even enjoy it:
1. Develop a speakers bureau. Handpick a small group of well-spoken, amicable doctors who can speak to members of the media. The participants will feel special for being chosen, which will enhance their commitment to your efforts.
Ask the participating doctors which hot topics they can address, then pitch those stories to journalists. Be sure to create a formal—yet brief—program overview so your medical staffers know what you are looking for and what their role will be when representing the organization in media interviews.
2. Hold media training classes. Some medical staffers might be intimidated by the thought of talking to a reporter. To ensure that they feel confident in their abilities to interact with journalists, hold a brief prep program, including HIPAA guidelines.
Your session could include the dos and don’ts of media interviews and how to respond in concise, punchy language that’s easy for laypeople to understand. Assuaging the group’s fears will make them more comfortable with PR, and it might inspire them to become involved in your initiatives.
3. Encourage content sharing. When communicators post content to your hospital’s social media properties, do you ask your staff to share it? Employees provided a powerful engine for marketing via social media.
Consider sending internal emails when major press announcements are made. Invite co-workers to share the news with their own networks, too.
4. Capitalize on your email signatures. Electronic messages are an effective way to share links and news with current patients and business connections.
Ask your staff to add a link to your company’s newsroom in their signature line so the people they email can see the great coverage your hospital is earning. It’s subtle, and it works.
Amanda Guagliardo is an account coordinator at the boutique branding and PR firm, Vitamin. The original version of this post was published on the company’s blog, Living Organism.
This article was first published in April 2015