1. Getting the Word Out About WOC Nurse Week:
Public Relation Strategies for Success

2. What
the Heck
is P.R.
Anyway?

3. Media Interview Possibilities
TV, radio & print
Taped vs. live
Full interview vs. sound bite
A media interview is not an ad

4. Why the Media Seeks Experts
To educate the public
To validate or dispute information
To make their coverage more interesting

5. Picking a Topic Tie-ins with existing awareness campaigns: Nurse Week
What’s hot
Recent studies or reported trends
Seasonal topics
Area of personal expertise

6. Why do Media Interviews?
Educate the public
Promote your profession
Enhance the reputation of WOCN
Increase professional credibility for yourself
Provide positive P.R. for your place of work
Clear up inaccuracies
Respond to positive or negative current events

7. Get to Know Your Media Market
Local Newspapers
TV Stations with
local News
Area radio stations
And now……the pitch!

8. The Press Release
HEADLINE
5W & How
Why Bother?
Quotes
Background
End

9. Mastering the Media Interview
Print – Interview Possibilities
Running of entire press release
Profile on you or your practice setting
Quotes from you within reporter-written story
Newspapers vs. Magazines

10. Mastering the Media Interview
Print – What Works
Educate the writer
Understandable explanations
On the record vs. off the record
Offer photo-ops
Be careful what you say
Be sensitive to deadlines

11. Mastering the Media Interview
Print – What Flops
Inaccurate information…. with you as the source!
Confusing explanations
Comments which insult & offend others

12. Mastering the Media Interview
Radio – Interview Opportunities
Public affairs interview
News interview
Public service announcement
                                                                                               

13. Mastering the Media Interview
Radio – What Works
Breadth of information
Engaging dialogue
Clear, articulate voice
Understandable explanations
Strong sound bites
Tips or pointers that stick

14. Mastering the Media Interview
Radio – What Flops
Long, awkward pauses
One word responses
Saying “umm”
Coughing & sneezing
Confusing, technical answers
Wrong information
Jingling jewelry
Gum chewing
Insulting or offending your audience

15. Mastering the Media Interview
Television – Interview Possibilities
Public affairs interview
Event coverage on news
News interview
Profile story

16. Mastering the Media Interview
Television – What Works
Professional attire
Eye contact with interviewer
Understandable explanations
Strong visuals in ideal setting
Related footage
Pauses for editing
Confident delivery of information
Patient participation

17. Mastering the Media Interview
Television – What Flops
Shifty eyes, not looking at reporter
Awkward body movements
Tapping, shifting, swinging arms
Short, choppy sentences
Technical answers
Bold patterns
Big hair & jewelry
Dirty or disturbing surroundings
Background noise

18. Getting the Benefit of Your P.R.
Post on website
Frame in your office
Include in newsletter or next mailing
Press release to non-competing media outlet

19. WOC Nurses & Your P.R.
What’s Ahead?