A Guide to Public Relations in the Health Industry

Make It Personal

When it comes to major health and medical coverage, you must make the story personal.

A successful healthcare story should lead with a case study, placing the patient, doctor or community at the centre of the piece.

Get Expert Opinion

When it comes to healthcare PR, the interest and engagement of an article is driven by its authority and relevance to the audience.

Feature the thoughts and opinions of industry experts and professionals, rather than the marketing spin and promotional communications of a PR agency.

Add credence and weight to your story by featuring experts, whose thoughts are valued by the industry audience.

Get in touch with well-known health organisations, charities and medical institutions and encourage them to share their knowledge or thoughts on an issue.

Don’t Get Hung up on the Press Release The media environment has moved past its previous

dependence on the humble press release.

Public relations is about all the extra value and information you can add on surrounding the press release.

Case studies, videos, new research results and upcoming events can all be included in a news package

The press release alone becomes less important when contained within a multitude of other newsworthy data and information.

Don’t waste too much time and resources on creating the perfect press release and neglect other more valuable press activities.

Make it Valuable (and relevant)

You must make sure your story is valuable, relevant and newsworthy.

If not, journalists can easily look elsewhere for a story.

Ensure that the story you are providing will actually be of value to those who read it

Remember, it will be the general public who read it not just people in your office.

The Value is in the Research

Many of the stories surrounding the health industry are based around research, data and results.

Facts and figures underpinning a story surrounding different health conditions or treatments give the story greater value and credence

Given the nature of the industry it is crucial that this information is verified and controlled.

Make sure you or your organisation commission and control the research.

Don’t simply piggy back on other people’s research as this will reflect negatively on your PR campaign.

Stick to the Law

There are various legislative controls and rules regarding public relations.

This scrutiny is even fiercer when it comes to operating within the health industry.

There can be a catalogue of rules and regulations regarding what can and can’t be done within public relations.

It is crucial that you fully understand the regulations involved and stay on the right side of the law at all times.