The Health Professional as Advocate How PR Can Enhance Your
Work 1Physicians for Human Rights Student Conference
Slide 2
What Is Public Relations? Why PR? Build awareness and goodwill
Reach target audiences Stay relevant in the community Manage crises
Physicians for Human Rights Student Conference2 PR is Performance
Recognition. ~ Douglas Smith The history of PR is a history of a
battle for what is reality and how people will see and understand
reality. ~ Stuart Ewen If I was down to my last dollar, I'd spend
it on public relations. ~ Bill Gates
Slide 3
Where To Begin Start with a plan Audience Message Channels
Media List Press Materials Pitching Interviews 3Physicians for
Human Rights Student Conference
Slide 4
Know Your Audience Who are they? Where are they? What is
important to them? 4Physicians for Human Rights Student
Conference
Slide 5
Develop Messages Why do I care? Assume the worst Speak to your
grandmother Think through to the end 5Physicians for Human Rights
Student Conference
Slide 6
Do your homework Read the news Pick-up the phone Work your
network 6Physicians for Human Rights Student Conference Developing
a Media List
Slide 7
Creating Press Materials Do you need them? Media alert vs.
press release Inverted pyramid Boiler plate Use sound bites AP
Style 7Physicians for Human Rights Student Conference
Slide 8
Soundbites The Egyptians who have come out in force in recent
weeks have been waiting 30 years for change, and they must now be
able to participate meaningfully in shaping their future. For the
transition to advance and the disruptions and risks of the street
protests to end, power must shift decisively from President Mubarak
and his military advisors, including Vice-President Omer Suleiman,
to a more inclusive transitional authority. This need not and does
not mean anarchy. The protesters have shown a much greater regard
for public safety and the Egyptian national interest than the
Mubarak government has in recent weeks. The protesters did not
resort to violence, did not spread lies and disinformation to stir
up popular anger; did not unleash thugs against peaceful
demonstrators and did not sabotage the economy by shutting down the
Internet and disrupting cell phone services. State institutions,
notably the military, should be a part of any transitional
authority. 8Physicians for Human Rights Student Conference
Slide 9
Pitching Email Subject Line Personalized Length = Short,
shorter and shortest Emails last forever Phone Practice Have all
materials When to call Always lead with is this a good time If they
are on deadline, hang up Follow-up via email 9Physicians for Human
Rights Student Conference
Slide 10
Interviews Outline key messages Make the conversation work for
you Sound bites Avoid jargon Dont be a valley girl No gum Clean,
well dressed. *No stripes on camera 10Physicians for Human Rights
Student Conference
Slide 11
Now What? Clip the coverage Promote yourself Think about next
time 11Physicians for Human Rights Student Conference Your Headline
Here