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TVD - ASAE 2011 MMCC Presentation on PR

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Todd Von Deak, MBA, CAE
Todd Von Deak, MBA, CAE

Presentation on PR at 2011 ASAE MMC Conference

NegóciosTecnologiaNotícias e política
1 de 23
Driving the Hits: Using PR to Tell Your Story and Change Minds Wednesday, April 27 th (10:15AM) Brendon Shank, Assistant VP of Communications Todd Von Deak, MBA, CAE - VP of Operations & General Manager Society of Hospital Medicine (SHM) www.asaecenter.org/mmcc Hub Tag: #MMCCon Is2 Twitter: @bshank
Let’s Start with a Little “Pitch” Trivia
 
The Patient
[object Object],[object Object],[object Object],[object Object],The Patient Presents With…
The Diagnosis…
Do You?
What is a Story?
Identify Your Story? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Promote It!
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],10 Easy Things to Start On ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Are You the Slugger or the Contact Hitter?
SHM’s Recipe: Customizable Scorecard
Points on the Scoreboard in just 2 Weeks ,[object Object],[object Object],[object Object],[object Object]
Questions, Want Samples? Brendon [email_address] 800-843-3360 Todd [email_address] 800-843-3360
One More Sample…

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TVD - ASAE 2011 MMCC Presentation on PR

Notas do Editor

  1. TVD “ airplane announcement” (this is what we’re talking about & where we’re going) What to expect from this session
  2. TVD to whip up an angry mob with Phillies talk.
  3. TVD talk re: why look under the hood of PR. Hand off to BS.
  4. BS: Once we did the diagnosis, this is what we found. Most important point: we didn’t know what success would look like if it fell in our lap.
  5. BS We had a treatment for the diagnosis. Not one magical pill, but an ongoing therapeutic regimen. Build a structure for outreach, messaging. Find high ROI ways to build credibility among audiences. Sometimes ROI means low investment, not high return, like JHM PR. Concentrate on good stories.
  6. BS: PR is lots of things, but about developing compelling stories at its heart. It’s not spin, it’s about knowing the stories, facts, people that tell the stories that support your message.
  7. BS: Story is your product. Better stories = better PR.
  8. BS Frame things as case studies in success. That means acknowledging challenges and showing XYZ was the solution.
  9. BS: But start with your messages first. Messages are the backbone of your stories. Stories that don’t support your message aren’t high-value stories.