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Intro to Healthcare PR Part Two by Debbie Harvey, APR

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Let me start by saying that growing up, I never considered myself to be a science nerd.  Science was never really something around which I foresaw my adult life revolving.  As a student, it stood for spilled chemicals in laboratories, confounding physics equations and the dissection of poor, defenseless organisms.  However, a turning point that perhaps, looking back nearly 20 years later, drove me toward the scientific side of public relations was the day my best friend and I had to make up a high school biology class after hours.

The assignment wound up being a horrendous but hilarious experience—we had to dissect a fetal pig, separating and marking each organ.  While we vacillated between bouts of laughing and gagging, the lab door opened and in walked our admissions director—and actor Martin Short!  He was filming in New York City and looking at our school for his daughter at the time.  He took one look at our messy “operating table,” our filthy lab coats and our horrified faces and said, smirking, “You two aren’t enjoying this too much, I see,” to which I responded, “Imagine how this pig feels!”  I was already lobbying for the rights of the patient at a young age.

But I digress. Suffice to say, the 15-year-old me did not prophecy that the 30-(ahem)-something-year-old version would spend her days researching countless medical conditions, reading scientific abstracts, meeting with advocacy organizations, developing social media programs and media training healthcare professionals and patients.  But that’s what I do nearly every day after catching up on the morning’s news about this ever-evolving industry. And, admittedly, I still love it.  So long as no one hands me a scalpel and a pig.

How Do You Define Healthcare PR?

I’ve come to find throughout my career that healthcare PR is somewhat undefinable, which is what makes it undeniably exciting.  Healthcare is a niche that is constantly changing, given legal and regulatory challenges in spaces like social media, coupled with the powerful changes that healthcare reform has – and will continue to have – for patients, healthcare professionals, advocacy and payors.  For me, PR wasn’t a hard career choice, as it’s the perfect confluence of strategizing, socializing, researching and writing. In fact, I’m pretty sure it found me.  The healthcare focus, though, was a happy accident, one that started as just a job but wound up becoming a fulfilling career. 

Like nothing else, healthcare PR provides the satisfaction of knowing you are helping people at the end of the day: helping patients better understand what a diagnosis may mean; helping patients and loved ones manage through life’s health challenges with tools and resources to be better informed and empowered; helping discover ways to jumpstart and facilitate meaningful conversations between patients and healthcare professionals that may not have been happening. Some of the most moving moments in my career have been when I’ve helped coordinate patient speaking opportunities at client headquarters, bringing together employees across multiple disciplines to hear first-hand how their work positively impacts people’s lives.  It’s a gratifying feeling to know that an idea you had, a meeting to which you contributed or a program you built went to helping people get better and feel better at the end of the day.

Your Career Roadmap

As a new professional, you may occasionally (or often) feel like a sponge, looking to soak up as much information as you can.  Healthcare PR offers an opportunity to never lose that feeling: continuous environmental, economic and societal changes make healthcare PR a rewarding challenge, and I would encourage you to learn more about it.  At GolinHarris, we often say healthcare PR is the art and science of blending clinical understanding and knowledge with best practices of consumer marketing.  But regardless of what area of PR you may choose to pursue, seek to be challenged every day.  Read industry publications.  Get more involved with PRSA and network.  Find a mentor.  Ask questions.  Don’t balk at “no.”  Learn and adjust.  And above all, have a good time doing your job. 

Debbie HarveyDebbie Harvey, MS, APR, is a senior vice president in healthcare at GolinHarris.  She holds a master’s degree from Northwestern University in integrated marketing communications and is president-elect of the Public Relations Society of America (PRSA) Chicago Chapter.  A Big Apple native, she has learned to love the Windy City nearly as much. Follow her on Twitter, connect with her on Facebook, or email her at dharvey@golinharris.com.

Intro to Healthcare PR by Christine Kotler

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Styrofoam wig heads. Wig heads?!? I needed two and I needed them fast because the news media was coming in one hour. My featured physician expert wanted to use Styrofoam wig heads to demonstrate a point about deep-sea diving and respiratory function. After a half-dozen calls and old-fashioned research in the Yellow Pages (years ago, in a pre-Google era), I finally found wig heads! I knew then that public relations, and especially healthcare PR, was going to be an adventure. This field requires resourcefulness, creativity, confidence, strategic thinking and endless amounts of energy. With more than 20 years in the business, my career in communications has been rewarding, challenging, interesting, exciting and fun.

I currently serve as the assistant vice president for marketing and public relations at Baptist Health South Florida—the largest not-for-profit healthcare organization in the region—based in Miami. On a typical day, I grab coffee (essential!) and my iPhone and start checking email. I also scan news headlines and social media sites on my iPad to see what is happening locally and nationally. Most days involve meeting with internal clients, handling media requests, brainstorming with staff, strategizing about opportunities and developing creative communications plans. Whether promoting a new center, treatment or pitching a unique story, we are constantly looking for ways to position Baptist Health as the go-to source for leading-edge healthcare information.    

Healthcare is one of the few growth industries in today’s tough economy. Recently, the national dialogue on healthcare reform has cast a negative spotlight on hospitals and healthcare organizations. To me, this is a great opportunity for PR professionals to reframe the conversation and focus attention on what is right about healthcare through meaningful and compelling stories.

The realm of healthcare PR is broad – from promoting hospitals and physician services to developing patient education materials to promoting medical devices, new technology and new treatments. You may handle everything from crisis response to event planning, community relations to employee communications, to media relations and more. The variety is what makes this field so interesting – no day is ever the same.  

Whether you are just entering healthcare PR or considering a career in the field, you may find the following tips helpful. I try to keep them top of mind in my own practice.

Top 10 Tips for New Professionals in Healthcare PR (not necessarily in rank order):

1. Be flexible:  Every day is different in PR – whether you are in healthcare or another industry. You need to be nimble, ready to change course and quick to seize opportunities on behalf of your clients.

2. Ask questions: You are new at this. Your boss expects you to work hard and to bring your best each day, but she also expects you to learn by asking questions.

3. Listen, listen, listen: And then, listen some more. Often, I hear students and young professionals comment that they entered the PR field because they “love people” and they are “good communicators.” Good communication starts with good listening. Before you can offer a client a solution, you need to really listen to how they define the problem or challenge.

4. Appreciate failure: This field is not for the faint of heart. Despite neurotic planning and the development of a dozen backup plans, things happen. Your beautiful outdoor event is blown away with hurricane-force winds or your celebrity speaker is a no-show as more than 500 guests eagerly anticipate her arrival. When something goes wrong, learn from it.

5. Play nicely with others: Throughout your career, you are going to work with a lot of people – some of whom you will like and others you will not. Business is about relationships.

6. Be resourceful: Know how to find the Styrofoam wig heads. And many other strange things that you will be asked to magically produce minutes before they are needed. Thank goodness for Google and FedEx.

7. Accept criticism with grace: Remember to say “thanks” when a supervisor or boss offers feedback or criticism about your work. Appreciate the fact that an experienced pro took the time to provide guidance.

8. Do your homework: Healthcare is complex. As communicators, we have to sort out the clinical jargon and develop materials that are easy to read and understand. Learn the terminology. Take classes or seminars in marketing, budgeting, healthcare administration.    

9. Show compassion: In healthcare, we have the unique position of caring for patients and their families when they are most vulnerable. We have a tremendous responsibility to be thoughtful, transparent and compassionate in our communications to various audiences.    

10. Look before you leap: Your mom was right. Before jumping into a project or charging ahead to seize an opportunity, pause for a minute to make sure you have a solid plan. PR is fast-moving, but a wise mentor once taught me that “speed kills.” While you need to be ready for action, PR requires strategic thinking and careful planning.

Rapid change and growth in healthcare, coupled with dynamic changes in PR and communication, make it an exciting time to be in this field – for new professionals and for seasoned practitioners.

Christine Kotler is assistant vice president for marketing and public relations at Baptist Health South Florida. She is a member of the PRSA Health Academy Executive Committee. She can be reached at ckotler@baptisthealth.net. Follow Baptist Health on Twitter.

Intro to Consumer PR by Mark McClennan, APR

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Almost 20 years ago, Oscar Mayer crushed my dreams when it told me I didn’t quite cut the mustard to drive the 27-foot long Weinermobile. I was one of 36 finalists, but they chose only 12 to go hot-dogging around the country for a year.

I quickly recovered, joined a public relations agency and haven’t looked back since. For most of that time, I have been doing PR for consumer technology – everything from 3D game controllers and the first professional cyber-athletes, to online shopping, a free online dating service (you shouldn’t have to pay for love) and new forms of cash.

The realm of consumer PR is broad, and there are dozens of subspecialties within it. From beverage and restaurant PR, to music, technology, travel and consumer services, more than 70 percent of the U.S. economy deals with consumers. 

Consumer PR is a crowded field, and even with the social media explosion, you are fighting thousands of others for the same slice of attention. That, to me, is one thing that makes consumer PR so exciting. My day is one of non-stop motion. 

Every day is different, but it usually begins by checking my iPhone before I get out of bed to see the latest news and developments – spending time on Facebook, Radian6, Google+ and Twitter to see what I need to know. When I get into the office, I start juggling the demands of a number of clients and come up with creative ideas ranging from surveys and videos to analyzing Google Analytics and HootSuite metrics to see what is driving traffic to my clients’ websites.

The best part of my day is brainstorming with all the creative professionals at our agency. Just last week we came up with a city-by-city heatmap highlighting the worst cases of identity manipulation and a creative campaign for Comic-Con. What happens on a daily basis changes quite a bit. However, there are a few pieces of advice that I have found useful over the years. The following are four tips for new professionals looking to break into and develop their careers in consumer:

  • If you don’t love what you are doing, don’t do it: Find something else, both for your own personal satisfaction and because people that have a passion for their job will lap you and leave you in the dust. Every single day I am excited to wake up, see what has happened with my clients and their competitors and go to work with a great group of people.

  • Every opportunity is a networking opportunity – and I mean every place: Work, dinner, church, sitting in the airport or playing sports. Keep in mind, networking does not mean “What can you do for me?” Good networking involves helping others and making connections, just like investing in your 401k. At first, your network seems small, but if you keep it up, the beauty of compound interest gives even someone who is an average networker an amazing web of contacts and influencers in just five to 10 years. Don’t be intimidated just because someone has been doing consumer PR longer than you have been alive. You have a valuable point of view and experiences they do not have. Share it.Networking is also the best way to break through the HR roadblock and get an interview and possibly your dream job. Having a news snippet to share at the interview to show you have done your research is also strongly suggested.

  • Change is constant: With consumer PR, change is constant. You need to keep up on the latest trends. Ten million people joined Google+ in the first three weeks–is that something your company or clients should leverage? The only way to know is to try it yourself. This often means putting the time in after work. Just keep in mind, you need to look at things through your clients’ and your company’s eyes, not your own. This also means you shouldn’t be wedded to any one thing. Discussing a Facebook strategy is the wrong question. You should be looking at the social networking strategy. Facebook may not even be here in five years. 

  • Everything matters: As a consumer PR pro, you need to be a subject matter expert, but your subjects can be featured in everything from “Sex in the City” to USA Today; TechCrunch to “Captain America.” This means you need to keep up with quite a bit. Read constantly. You will be amazed when an obscure piece of knowledge helps you connect with a reporter or a client.

Consumer PR is a thriving, dynamic market with an opportunity for you to do whatever you want. If you have a goal – go for it. However, keep yourself open to new experiences. In consumer PR, you can be sure you will have a new challenge every day.

Mark W. McClennan, APR, is a senior vice president at Schwartz Communications, where he heads the research group and co-leads the consumer technology practice. In his spare time, he writes blog posts on how Dora the Explorer teaches you all you need to know about PR and does stand-up comedy.

Follow Mark on Twitter          Follow Mark LinkedIn

Intro to Agency PR by Heather R. Huhman

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Think you’re interested in working in agency PR? Here are a few questions you might want to ask yourself first:

Why would I want to work for a public relations agency?

Unlike in-house public relations professionals, those who work for PR agencies get to work with a variety of clients on a daily basis. You can easily become an expert in a variety of niches by working with different organizations. Some agencies even specialize in a specific niche, focusing their efforts on a certain type of client in a particular field or industry.

What’s a typical day like in agency PR?

No two days are alike when it comes to public relations, particularly if you’re juggling several accounts. Depending on the agency and type of clients, a typical day might consist of any combination of the following:

  • Participating in client meetings
  • Creating content such as press releases, blog posts and media pitches
  • Recording press mentions
  • Speaking with members of the media
  • Arranging interviews between journalists and clients
  • Researching to develop content, media lists or other documents
  • Sharing content via social media channels
  • Monitoring local and national media
  • Brainstorming new strategies and tactics
  • Organizing events and press conferences

What types of skills or attributes should I have if I want to work in agency PR?

In order to work with different types of clients in a fast-paced environment, you should be a quick learner. You also need to have superior communication skills – both written and verbal – in order to successfully get your client’s message across. Deadlines are often tight in public relations, so you should be able to work well under pressure. Obviously, based on the variety of tasks, you should also be good at multitasking as well.

What challenges should I expect?

Working with different clients can be challenging. Some clients trust your ideas, while others are more reluctant to let go of control of their organization’s messages. Similarly, some clients micromanage their PR efforts, while others let you run with your ideas. It can also be stressful and challenging to meet tight deadlines.

What skills should I learn that might not be taught in the classroom?

  • Social media: PR pros are now expected to be proficient in the different social media platforms such as Facebook, Twitter and LinkedIn, among others. You should know how to use each platform and have a solid online presence on the platforms you participate in.
  • Content marketing: Blogging, e-newsletters, webinars, podcasts, whitepapers—these are all strategies that you might need to leverage on behalf of a client. You should understand what each is and have a basic understanding of the benefits of different content options.  
  • Writing for the Web: Blog posts, social releases and social media releases all have a different writing style than “traditional” content. Writing for the Web is much more to the point, and includes hyperlinks, images, video and other content along with it. Oh, and don’t forget about search engine optimization!

How can I break into a specific agency?

Intern at the organization. Internships are one of the top ways to land an entry-level job at a particular company. According to a recent survey by the National Association of Colleges and Employers (NACE), employers reported 39.1 percent of their entry-level hires came from their own internship programs. Not only does landing an intern position help you get a foot in the door, but it also helps you gain experience, skills and networking connections for the future.

Follow key employees on social media. Connect with folks who work at the company online. Engage in conversations and inquire about the organization. Express your interest in learning more about their role at the company. Once you’ve built a mutually beneficial relationship, you can set up an in-person meeting, informational interview or job shadow.

Network with your peers, colleagues and professors. Build your network before you start out your job search. You never know who your connections know—and how those connections could help you land a job in the future.

Heather HuhmanHeather R. Huhman is a career expert, experienced hiring manager and founder & president of Come Recommended, a content marketing and digital PR consultancy for organizations with products that target job seekers and/or employers. She is also the author of Lies, Damned Lies & Internships: The Truth About Getting from Classroom to Cubicle (2011), #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010), and writes career and recruiting advice for numerous outlets.

Intro to Technology PR by Julie Walsh

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Are you addicted to your iPhone or never far from your Blackberry? Are you always the first to know about the latest and greatest app and is “Mashable” the first thing you read after your emails? Then consider yourself a prime candidate for a career in technology PR. Whether you are still in the job search stage, or just starting your new position, there are a couple things to know about agency life first to help get you on your way.

As a new pro, never be afraid to start as an intern. Many agencies look to hire talent from within their internship program. Hiring on an intern to transition into a full-time staffer is much less of a risk and gives new pros an opportunity to learn and grow into the agency and the experience. Agency life, regardless of what type of clients you focus on, has its own vibe and lifestyle. A “typical week” does not always exist, but you can expect certain things: client calls or meetings, copious research and reading, writing and, most importantly, collaborative work.  One of the best features about working in an agency is the opportunities it provides to collaborate with your own team, other members of the office and clients. In addition to being a collaborative environment, agency life can be fast-paced and creative, but with the right team can also be supportive.

Just like any other PR pro at an agency with a niche, it is important to be familiar with the press covering that part of the industry. In tech PR, clients can range from startup companies like those launching a new iPhone app to B2B companies that have a hi-tech component to their offerings. In tech PR, the press can be as exciting as “TechCrunch” or “Pogue’s Posts”, but also includes many lesser-known trade publications.  The important thing is to read all of them to stay apprised of what is going on in the space. Additionally, many pitch ideas or strategy inspiration can come from reading these outlets. The industry may not be glamorous, but it can be cutting-edge and exciting.

One of the biggest challenges PR practitioners face when representing tech clients, specifically, is how quickly news comes and goes. There are so many exciting product launches or new offerings that it can be hard to keep up. The hottest new product one day can be replaced quickly by something that can do more, faster. Timeliness with pitching and follow-ups are critical, as news can become old fast.

However, you do not have to be a self-proclaimed “junkie” to work in this space. The details and explanation of “how something works” or the proprietary technology behind a product can be confusing for anyone new to the industry. However, to not only succeed but also thrive in tech PR, new pros should always ask questions and know how to research. Often times, topics discussed can be high level, and it will require both questions and independent research to comprehend them fully. Tapping into all available resources, search engines and media outlets will lay a solid foundation for a career in tech PR. Recently, I was introduced to a new search engine by one of my colleagues called Blekko, and I highly recommend checking it out.

Working in tech PR can be rewarding and allow you to really feel the “pulse” of innovation and creativity. There are many exciting things happening in the tech space, and to get started in a tech PR career, you can leverage sites you already visit. “Mashable” hosts its own job board, Twitter has a wealth of chats and accounts dedicated to job searchers, and of course, the PRSA Jobcenter is always a great resource. Many Gen Y’ers understand the social media landscape and how to creatively use it to their advantage in the job search. However, your best way to be hired by an agency is through networking. Often, agencies will reach out to their staff members for candidate recommendations for their entry-level positions, so always keep in touch with your contacts and have a good mentor guiding you along the way.

Julie WalshJulie Walsh is a media relations specialist with Walker Sands Communications. Walsh received her bachelor’s degree from The Ohio State University in strategic communication and is currently working on her master’s degree in public relations and advertising at DePaul University.