Here is a sampling of tech tools and insights to keep communicators busy in 2017.
Storytelling continues to be on communicators’ minds. Matt Braun, PR manager at Aurora Health Care in Milwaukee, offers this advice: “Focus on telling great stories through earned and owned media, and never underestimate the importance of strong relationships with media contacts.”
Braun’s department focused on storytelling in 2016. One standout: “I’m really proud of a story about a new transplant technique that’s led by one of our physicians,” he said.
One tech tool that Braun recommends is TV Eyes: “It’s a great tool to help us track television coverage throughout our geographic footprint. We’ve also begun using live video tools like Facebook Live to tell stories of our facilities through owned media channels.”
Braun says that this year he would like to see “how we can grow our owned-media tactics to capture more moments at our facilities that demonstrate how our clinical experts are helping people live well.”
Internal communication is on the mind of Ben Maycock, a media relations and social media coordinator at IWK Health Centre in Halifax, Nova Scotia. “We are in the first phase of an intranet redevelopment. I’m hoping to harness its mobile component to tackle the complex problems associated with reaching shift workers,” he said in an email interview.
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Maycock recommends Typorama for “throwing together images and text to share on our social media and throughout the public screens within the hospital.”
Echoing Braun, Maycock says storytelling is a priority for 2017. He encourages PR pros to walk the halls.
“There are as many stories within the hospital as there are employees and patients. Walk the halls and chat with people, seek out the remarkable accomplishments and dramatic narratives. Be available, approachable and proactive,” he says.
Those high-maintenance blogs
Regular bloggers know that hospital and physician blogs need attention. Here are a few nuggets of advice from agencies and PR pros about writing, SEO, consistency and content:
- On SEO: “It's not the long or short tail words of what you need for search engine optimization. It is the long and short tail words your prospects use to find answers.”—Sheryl Hill, executive director, DepartSmart.org
- On metrics: “Content generation in 2017 will be all about ROI, not just eyeballs. Make sure you have a great tracking system in place so you can measure how your content is leading to awareness and, ultimately, to relationships and new business.”—Nancy Shenker, CEO, The On Switch
- On consistency : “The only way to gain any traction is to have some predictability for followers to check in regularly and build an audience. My goal is to post every Tuesday, no excuses.”—Tom Cameron, president, Digital Pudding
- On influencers: “The one thing you must learn about blogging in 2017 is to raise up other people in your influencer community. Mention them in a post, share their material on social media, and ask to interview them, if appropriate. This helps get on their radar in an authentic way. It also helps get your content and blog in front of their audience, which supports organic growth.”—Katrina Fox, founder, Vegan Business Media
- On content development: “Repurpose content across different [media]. If you publish a blog post, talk about it on a live stream. If you create a video, transcribe your words and publish it as a blog post. These little hacks can go a long way and will become increasingly important in 2017.”—Lindsay Mauch, founder, LTM Digital
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