Brendan McEvoy

IMHO - The Communications Team Is Not a Catch-All Department In her recent post Tara Murray McDonagh perfectly captures a sentiment many communicators will relate to. It’s a timely reminder that while communicators wear many hats, not everything should land on our plates. Reading her words brought back memories of my own experiences—those moments that felt like personal failures when: - Employees left used cups on desks or didn’t clean their spaces. - The front seats at a town hall remained empty despite efforts to encourage participation or urging employees to please clap, please smile or even dance to show excitement so we look good - I was asked to move furniture or carry standees across five floors because, apparently, “internal comms is responsible for everything" and the seniors encourage such requests with "I have carried loads of stuff loads of times" - I had to make coffee for a senior leader who was in turn upset that I didn't do a good job at that! The truth is, we all take pride in our work and our ability to create seamless experiences. But we must also set boundaries to focus on what truly adds strategic value to the business. Many times in my experience as a communicator I wondered "Is this really part of my job?” Let’s normalize saying "no" to tasks that stretch us thin and dilute our impact. #Communications #InternalComms #Leadership #Boundaries

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Science is complex. Stories shouldn’t be. My fellow healthcare PR pros may be gearing up for the ASH medical meeting next week. Then there’s the JP Morgan Healthcare Conference in January, which is only the largest gathering of biotech companies and investors in the country. That means now is the ideal time to look critically at how you’re conveying your science story to reporters and investors, because the schedule gets even busier throughout 2025. It’s easy to get caught up in wanting to share ALL the details about a clinical trial, but packing a press release or infographic with pages of baseline characteristics, enrollment criteria, and study design information isn’t the way to garner headlines. The goal is simple - make the most important point the most impactful one. But how do you distill all that information into a single statement that resonates? By answering this question: “What does the primary endpoint result mean for advancing clinical practice and changing patients’ lives?” If the reporter or investor you’re talking to doesn’t immediately see this, it’s unlikely you’ll get the level of interest desired. Here are a few quick scientific storytelling tips for turning complexity into clarity: ✓ Start with the “why” and “how”: WHY is this information important to the reporter and their readers? HOW will it make an impact and solve a problem for physicians or patients? Remember that media and investors care most about how the science moves the needle for improving outcomes. The data are just proof points that confirm it happened.   ✓ Simplify the science: Lose the complex terminology, or at least define it, if medical affairs insists on its use. Because when you swap “receptor agonist” for “helps restore or regulate or respond”, you’re demonstrating a valuable outcome, rather than a complex feature. ✓ Add extra humanity: Behind every great clinical trial result is someone’s story. Even blinded information can have a personal touch, and our job as storytellers is to take the power of the data and make it unforgettable by adding an element of humanity. The best tip I can offer is to keep in mind that scientific storytelling isn’t about dumbing down the data. It’s about using it in the smartest way possible, making it truly meaningful and absolutely unforgettable. How do you know if you succeeded? When the reporter or investor you’re meeting with leans in, looks you in the eye, and says, “tell me more”. #PublicRelations #Storytelling #ScienceStrategy #MediaRelations

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We can better support people living with #diabetes over the holidays, thanks to this insightful op-ed by Diabetes Canada CEO, Laura Syron. Some interesting stats and insights were included from the recent "Social Experiences of Living with Diabetes in Canada" report. #diabetesstigma

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Time and time again, we see social media influencer campaigns promoting healthcare topics or brands miss the mark 🤦‍♀️ but as a mom [and millennial swiftie...IYKYK 💁‍♀️], this one hits different.   At Inizio Evoke Comms, we pride ourselves in developing authentic and compliant activations that tap into the power of influencers to help improve health and wellbeing. Being a mom, I empathize with Brittany and the parents of kids with life-threatening food allergies. In this case, she deserved better counsel and her followers deserve complete and accurate health information – especially when it comes to their kids.   This feels like another missed opportunity. When #InfluencerMarketing in healthcare is done well, you can change the trajectory of someone’s life for the better. You can help someone learn about a new community where they finally feel seen, give them the confidence to have a difficult conversation, or direct them to learn more about a potential medicine or reach a diagnosis they’ve been searching for. We can do better! What healthcare influencer campaigns have you seen flop, or even better, which ones have you seen hit the mark?   Here’s the story 👇

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I love this Tara McDonagh's post and her "edit business decisions" is THE apt term for the role of a Communications/PR Specialist no matter their rung on the corporate ladder. /*My take on the question:*/ We're not here to clean up anyone's mess rather to see one coming miles ahead (or set a stage for one not to come 'our' way), giving heads up, and craft means for the stuff to not hit the ceiling, no matter when things are normal or in bad shape. #PublicRelations #Communications is no longer just image management, rather it is to put value & purpose communication, and sale of the business' product or services on the same level of priority. Because people buy brands, not products. So then the salary depends on weighing in how high the stakes are, how bad it could be if we aren't in that place to avoid corporate landmines, and how coolly/confidently/deftly/quickly one is able to pull this off. How to determine the number then? In my opinion, not from CV because it gives you only one's skills, not cover letter because it's cajoling to get an interview call (unless it's for a writing job), and not even psychometrics because it's objective. Here a weight on subjectivity matters: who is good at problem solving. Give the candidate a difficult case study (from the past or an imaginary one based on something that's as close to the business as possible) and give a deadline to come up with strategy, operational planning, and tactics. Train an AI based on ideal expectations and the past experiences in the company and how they've been solved. Set a benchmark. See how candidates perform. Whoever has scored above your benchmark is your candidate. Ask them what they think their worth is based on the case they solved. Make means to hire them for the £€$₹¥₱ they quote. Because they're the one who's going to save your business. This candidate cannot overestimate their financial worth because their case study solution would have told you their take on the budget management too. And last but not least, I also think that the Legal and Comms should be on one team here (as functionally complementary entities), not against each other or the latter reporting to the former. #CorporateCommunications #Outreach #PR #PREngineers #PublicRelationsEngineers #PREngineering #ImageManagement #CrisisManagement #MediaRelations #ExecutiveHiring #HR #CommsJobs #CommsJob #Salary #HiringExpectations #BudgetManagement #HiringTrends

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PRWeek's great 2024 Business Report highlights the key challenge facing our industry. Communications is more important than ever. Comms and policy leaders are being asked to play far larger roles as business partners supporting ever more stakeholders. So why did the industry suffer so much in 2023 after many years of growth? As an sector, we are not adapting fast enough to the needs. Organizations are desperate for help but also under tremendous financial strain. They now need both senior level counsel and advisory support as well as deep domain expertise to actually produce. By and large, our industry is still split by this chasm - between strategic and tactical. Clients cannot afford to separate these, either in time or money. At Bully Pulpit International our goal is to bridge this divide, building a team that can both 'think and do' at the highest levels. It's not always easy. Last year was a challenge. But if you share this vision for the future, please check out some of our open roles: https://lnkd.in/dGQwJUSG

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The PR/Communications playing field is constantly evolving but these past few years have felt as if change has come at an accelerated rate. Especially in healthcare. I was curious as to what my colleagues in Communications, Engagement & Change at IWK Health were looking forward to (or dreading) in 2025. Becky Chapman, specialist, is interested in seeing what new ways we can use analytics and digital tools to better engage with those that aren’t desk-based. “The majority of our work force do much of their work away from computers so we need to make sure we’re talking to them in ways they can receive. We’ve talked about ways to communicate more through mobile and I think there’s a real opportunity there!” Kate Evely, specialist, is excited to share more progress updates about the new IWK Emergency Department as the project hits exciting milestones this year. “I’m also looking forward to improving IWK’s town hall meetings so that they better serve staff in an engaging and informative way.” “I think this year is going to be big for in-person communication and events, especially in healthcare. 2025 could re-introduce the pre-pandemic desire to communicate face-to-face and host more events in-person.” Kristen Lipscombe, senior advisor is planning on continuing to foster new relationships. “Over the past year or so, I’ve been learning from communicators who are newer to the industry, with their new perspectives, valuable insights and impressive talents using newer technology, so I look forward to continuing my growth in areas that are “new to me.” Terri Fraser, director, is foreseeing more real engagement and two-way communication. “A toll has been taken on this area since the pandemic and I think it’s foundational to any strong communication strategy. Throughout my career the projects that have been the most rewarding and successful were built on listening, trust and fostering relationships with audiences and partners.” Carole Bell, executive assistant, is anticipating supporting the team in working smarter, not harder. “I’m also excited to keep growing in my role and contributing to meaningful projects that make a real impact.” Darius Graff, digital and creative design, is interested in seeing how Google AI search results develop and whether we can control or affect it by tweaking website content etc. and how that can be monitored and measured. Darrian Thorne, senior advisor is looking forward to seeing more innovation and creative ideas from a communications perspective. “Achieving this will require continued collaboration and a shared commitment to making a difference through impactful messaging and meaningful support for families.” Andrea Slaney media relations specialist laments a dwindling media presence. “The media market will continue to decrease to the detriment of those wanting to get accurate health information out to the public and those relying on that precious resource.”

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One of the great challenges I have faced in my #publicrelations career is to hear, "we don't sell to the public so we don't need community relations." Tell that to your #brand if you have a crisis. This article has some great tips on building effective community relations. https://lnkd.in/d7iizvip

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CEOs are at their best when leading from the front "Going direct" is one of the hottest tech comms trends today I'm not a maximalist on it - although some smart folks in PR are - but there can be benefits What "going direct" isn't - a carte blanche pass to ignore traditional and emerging digital media. Most companies (or specific divisions of the world's largest brands) need to actively compete to garner legitimacy from the mainstream press You can post politics but it has to be authentic / on-brand and you have to carefully weigh if that brings in more detractors than it is worth Now what "going direct" can do: -Bring your audience immediately closer to you, whether they are consumers / clients / LPs -Position the executive as the "main character" of a brand, fusing their personality and values into a coherent identity - one that you want your audience to subscribe to -Make your executive more appealing for high-end conference speaking and podcast opportunities - both of these forums want to draw new participants / listeners and an executive with their own, real audience is POWERFUL "Going direct" is easier when you have an experienced digital team behind you, one that has bolstered the online reputations of many a CEO. Now who could that be? 🤔 Tweet credit: Andrew Yeung

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So many gems in this article from Allison Carter of Ragan Communications and PR Daily. I didn't contribute to this list, so am going to now: --> Throwing spaghetti against the wall to see what sticks is not a PR strategy. It just creates a mess, is a waste of resources, and leaves a heap of sh*t that needs to be cleaned up. #publicrelations #PRStrategy #communications

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Are you in a number two role at an agency, looking to make the step to CEO? Moving into the number one position in communications requires not just experience but a strategic mindset. Across the agency CEO searches we have handled at MadlinHanna over the past few years, 8 themes are consistent. Warren Madlin has outlined these in our blog below.

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I just got back from moderating an all-star panel on public affairs communications at the 2024 PRWeek Healthcare Conference in NYC. Huge thanks to panelists Ray Carson of The ALS Association, Ryan Anderson of HCA Healthcare, and Jake Farmer of Walgreens. After working with these experts on impactful state legislative and amendment campaigns, I can confidently say they’re among the nation’s most savvy government relations leaders. It was great having such a wealth of knowledge and expertise on one stage! Here are 6 public affairs tips and takeaways from our discussion — all relevant whether you’re advocating in healthcare or another industry: 1️⃣ Know Your Lawmakers Tailor messaging strategies based on knowledge your lobby team gains from their deep connections in the state capital, combined with insights from your PR team. Research key lawmakers to understand how personal experiences may influence their decision-making, such as work history or unique perspectives like military service. 2️⃣ Offer Clear Solutions Lawmakers don’t want to act as problem solvers for every issue. Ensure messaging offers clear solutions and positions your organization as a partner, not just another special interest group. Demonstrate how you’ve implemented private sector solutions and highlight the need for statutory or regulatory changes to overcome remaining obstacles. 3️⃣ Go Local Share local insights, relationships, and constituent stories when communicating with lawmakers. Identify advocates in each member’s district who understand your top issues and can speak on your behalf. Local perspectives can tip the scales in your favor, often outweighing the influence of capital insiders. 4️⃣ Build Coalitions National advocacy groups on the fringes of the political spectrum are increasingly using state legislatures as a farm system. Counter these vocal fringe voices by investing more time and effort in recruiting trusted coalition partners. 5️⃣ Be the Early Bird Public affairs is a team sport. Assemble your team – including lobbyists, PR professionals, and lawyers – early in the planning process. Invite them to strategy meetings to foster collaboration. Don’t wait until legislative session to activate your PR outreach and grassroots advocacy efforts. 6️⃣ Trust Your PR Team! Engage a PR firm that specializes in public affairs and gets how the game is played. Lean on them to help define a clear narrative, develop messaging, and provide ‘air cover’ with consistent positive messaging to combat misinformation.

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Thank you to PRNEWS for publishing my piece on lessons brands and communications leaders can learn from the recent fallout at NBC News and the pitfalls of binary thinking. "This debacle is one of many scenarios that remind us of why deliberate, well-coordinated and consistent internal communications are even more important in today’s climate where sensitive information leaks are becoming commonplace." If you're so inclined, you can read the full article here: https://lnkd.in/eSjSG26d

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⚠️ Comms Pros: I need your help! ⚠️ I'm speaking to a group of up-and-coming communicators about a career in corporate communications. I'd like to create a leave-behind with some top advice from those who have blazed a trail in communications. Can you help? 🙏 If you have 2 minutes to complete the below survey, I'd be hugely appreciative. It's just ONE question, plus a couple qualifiers (industry, title, etc.)… Link to Survey: https://lnkd.in/dj97Nzgj Thanks so much! You totally rock 👊 #corporatecommunications #branding #mediarelations #pr #pragency #communications #internalcommunications #executivecommunications

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With the changing of the administrations in Washington, DC and turnover in Pennsylvania, I wanted to fill a gap by creating a job board for public relations, communications, public affairs, and digital jobs for Pennsylvanians. I created a board aggregating communications jobs in Pennsylvania and remote jobs, so you can work for these jobs if you're a Pennsylvanian. Take a look at the board: https://lnkd.in/e3E8wQdH This is definitely a first pass, and I will be tweaking it, but if you're looking for a public relations or communications job in Pennsylvania, hopefully, this will be a helpful starting point.

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You’re (probably) not Crazy. I say this about once a week to fellow professional communicators. Communications leaders are often asked to take care of tasks that they are near certain aren’t responsibilities of the career or field - but they are requested (commanded) with such confidence we end up questioning ourselves. Sound familiar? This episode is for you. Listen in and let me know what you think. Then go sign up for the Level Up: Be Extra emails for even more exclusive insights for our field. Link in comments.

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From internal agency structures in corporate settings to the agency mindset and agency hires … In this episode of the Communications Business Advisor podcast we’re addressing “The agency impact in corporate communications.” Just one more episode in season one. Listen in on your favorite podcast player, then tell me which episode resonated most, or which one helped you learn something new. Oh, and I’m sourcing topics for season two now. Got something to share? Send a DM. #communications #corporatecommunications #publicrelations #internalcommunications

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How engaging are your promotions, your #communications, your #PR? Are people tuning IN or tuning OUT? Here’s what happens when you don’t connect w/your #stakeholders: https://lnkd.in/eQsjBf85 #PRtip #WritingTip #MarketingTip

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When I ask job candidates why they want to work in healthcare PR, their answers often reflect a desire to make a meaningful impact. For me, it’s incredibly personal. Both of my parents died too young due to cardiovascular issues exacerbated by a lack of knowledge or beliefs. This drives me to help other people live informed and healthy lives. Every day, I help early-stage healthcare companies spread awareness about their innovations that can change peoples' lives. They are inventing ways to track health parameters remotely, discovering biomarkers for personalized medicine, and using AI to revolutionize all aspects of healthcare – which are just a few examples. The potential for positive impact is enormous. These companies are brilliantly combining science and technology to unlock information and create knowledge that will forever alter human healthcare. How is technology altering your personal or professional experiences? #HealthcarePR #LifeSciences #PersonalMission #HealthcareInnovation

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