How can healthcare organizations improve public relations by building relationships with journalists?

Awareness and trust goes both ways. Build the relationship with your Journalist and get to know them better. By forming a genuine connection you will discover that you work better. In other words build your Tribe.

Transparence, confiance et échanges sont les éléments clefs pour construire une relation durable et bénéfique avec la presse. Les journalistes sont des alliés précieux. Les relations presse vont bien au-delà de l'envoi d'un communiqué de presse. Il faut prendre le temps de construire cette relation, de sensibiliser les journalistes à nos activités mais aussi de comprendre leurs besoins. Quand la confiance est mutuelle et bien établie, les deux parties sont gagnantes.

When engaging with the media, honesty is my guiding principle. Transparency is crucial for providing accurate information, and I readily admit any gaps in knowledge. Avoiding speculation is paramount to uphold credibility. I prioritize fact-checking before sharing, ensuring responsible and reliable communication.

Journalists are the ones that determine the news we hear, they also feed us with information about the state of things (either real or falsified), but the truth remains that journalists are a conduit of information. If healthcare organisations can build good relationships with journalists, the journalists in turn will push out information about the strides being taken in healthcare delivery, pointing people in the direction to request help when needed As people try out these places and find the review to be true, they will in turn talk to other people about it, thereby translating into better public relations for the healthcare provider.

1. Transparency 2. relevant facts will increase credibility...based on the other person's perspective 3. Content matters but it should reflect advocacy through doctors & Patients

To identify and reach out to journalists, research those covering your industry through media databases and social media. Tailor pitches to align with their interests, focusing on relevance and timeliness. Email them a concise, compelling pitch with a clear call to action. Follow up respectfully if needed. Engage with their work regularly to build a lasting relationship, positioning yourself as a reliable source in your field.

Rather than reaching them out, it is better to attract a pool of journalists by providing them better insights for their own stories 1. Checking medical journals, their articles and sending them personal written insights so that it will help them with the facts and better writing 2. Tagging them and recognising them on different platforms 3. Preparing a story and selling them

To pitch to journalists, research their interests and tailor your content accordingly. Craft a concise, compelling pitch highlighting relevance and urgency. Include key details and a clear call to action. Email is preferred for pitches. After sending, follow up respectfully if you haven't heard back within a week. Provide high-quality, factual content that aligns with their audience's interests to foster a productive relationship.

To maintain and nurture relationships with journalists, consistently engage with their work and provide valuable, timely information. Be responsive and transparent in your communications. Offer exclusive insights and be a reliable source. Respect their deadlines and preferences, and show appreciation for their coverage. Regularly update them on relevant developments to keep your connection active and mutually beneficial.

It depends on the local media market, but healthcare organizations can receive positive coverage by hosting community events. However, as a PR professional, it's essential that you provide reporters with everything they need to develop a story—for example, B-roll and interview opportunities with an attendee and hospital representative.

Beyond practical engagement strategies, consider ethical media relations by maintaining transparency and honesty to build trust. Acknowledge journalists' pressures, like tight deadlines, and adapt to the digital landscape by utilizing social media interactions. At our agency, @Nitidis, we focus on long-term relationships rather than one-time engagements, supporting journalists consistently with valuable information and insights, even when it doesn't immediately benefit your agenda. This approach fosters trust and mutual respect, essential for effective media partnerships.