The Health Professional as Advocate

1. The Health Professional as Advocate How PR Can Enhance Your Work Physicians for Human Rights Student Conference

2. What Is Public Relations? “PR is Performance Recognition.” ~ Douglas Smith “The history of PR is a history of a battle for what is reality and how people will see and understand reality.”  ~ Stuart Ewen  “If I was down to my last dollar,  I'd spend it on public relations.” ~ Bill Gates Why PR? • Build awareness and goodwill • Reach target audiences • Stay relevant in the community • Manage crises Physicians for Human Rights Student Conference

3. Where To Begin Start with a plan • Audience • Message • Channels • Media List • Press Materials • Pitching • Interviews Physicians for Human Rights Student Conference

4. Know Your Audience • Who are they? • Where are they? • What is important to them? Physicians for Human Rights Student Conference

5. Develop Messages • Why do I care? • Assume the worst • Speak to your grandmother • Think through to the end Physicians for Human Rights Student Conference

6. Developing a Media List • Do your homework • Read the news • Pick-up the phone • Work your network Physicians for Human Rights Student Conference

7. Creating Press Materials • Do you need them? • Media alert vs. press release • Inverted pyramid • Boiler plate • Use sound bites • AP Style Physicians for Human Rights Student Conference

8. Soundbites “The Egyptians who have come out in force in recent weeks have been waiting 30 years for change, and they must now be able to participate meaningfully in shaping their future.” “For the transition to advance and the disruptions and risks of the street protests to end, power must shift decisively from President Mubarak and his military advisors, including Vice-President Omer Suleiman, to a more inclusive transitional authority. This need not and does not mean anarchy. The protesters have shown a much greater regard for public safety and the Egyptian national interest than the Mubarak government has in recent weeks. The protesters did not resort to violence, did not spread lies and disinformation to stir up popular anger; did not unleash thugs against peaceful demonstrators and did not sabotage the economy by shutting down the Internet and disrupting cell phone services. State institutions, notably the military, should be a part of any transitional authority.” Physicians for Human Rights Student Conference

9. Pitching Email • Subject Line • Personalized • Length = Short, shorter and shortest • Emails last forever Phone • Practice • Have all materials • When to call • Always lead with “is this a good time” • If they are on deadline, hang up • Follow-up via email Physicians for Human Rights Student Conference

10. Interviews • Outline key messages • Make the conversation work for you • Sound bites • Avoid jargon • Don’t be a valley girl • No gum • Clean, well dressed. *No stripes on camera Physicians for Human Rights Student Conference

11. Now What? • Clip the coverage • Promote yourself • Think about next time Your Headline Here Physicians for Human Rights Student Conference