1. Reaching health influencers, producing measurable results. JPA Health Communications for Global Bridges Blogging Tips March 2015

2. Blogs: What Are They? Somewhere between journalism and personal reflection - between news and OpEd Places to:  Demonstrate expertise  Highlight insight  Connect with others Often feel more improvisational than other thought leadership opportunities Blogging Tips Objective Journalism Subjective Opinion Piece Thought Leadership Blog 2

3. Journalism vs OpEd: Strike a Balance Blogs thrive on opinion BUT must project gravitas via demonstration of environmental awareness, references & linking Blog posts should:  Come across as knowing, helpful and authoritative  Provide insight  Start a conversation  Not close or prevent discussion  Not seek to be exhaustive / answer all possible questions, like a news story  Not be so under-documented as to be a throw-away opinion piece Blogging Tips3

4. Blogs That Work Well Are…  On the shorter side: No more than 400 words; a longer piece should be divided into a series of companion pieces  Insightful: What are you adding to the wider conversation?  Scan-able: Content themes clearly separated into chunks / paragraphs for easy reading  Timely: Fresh is best  Open for expansion: Open door for a second post, revised perspective, rehash, etc.  Connected: Include at least three related links, if not more; link to resources on the GB site and/or other relevant sites  Engaging: Invite discussion, solicit feedback, start a conversation - don’t just make statements Blogging Tips4

5. Blogs that alienate readers…  Are long-winded : No central thrust, no point / too many points  Are too angry : Vindictive, defensive, aggressive, petty, etc.  Have no clear objective : What do you want users to do? Comment? Share?  Have no discernible call to action, teaser or follow-up planned Blogging Tips5

6. Tips & tricks Remember to:  Suggest a catchy title (JPA can help with this)  Include an intro paragraph  Proofread and consider how to reduce copy / better organize content into paragraphs  Provide an image to illustrate your post (can be e-mailed with your post to jennifer@jpa.com)jennifer@jpa.com  Include a call to action: What should readers do? Blogging Tips6