Effective Media Engagement Strategies for Healthcare Organizations
Discover key tactics and priority outlets for engaging with national media in the healthcare sector. Learn about hot topics and how to navigate negative and positive interactions with the press. Enhance your media relations skills to effectively manage crisis communications and proactive engagement.
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Presentation Transcript
Engaging with National Media APRE Meeting October 2024 Colin Milligan/AHA
AHA media team Small team with busy media apparatus. Colleen Kincaid, Ben Teicher, Sharon Cohen, Colin Milligan In addition to fielding media inquiries on 50+ issues related to health care we are often the national frontline for major crisis comms when it comes to hospitals and health systems (this year s Change Cyberattack and IV Shortage). We handle on average 100 inbound inquiries a month. This is in addition to any proactive engagement we do. We are also often the lead for writing blogs, commentary pieces, which is another avenue we engage with media on.
Priority Outlets National mainstream publications/outlets that reach broad audiences (NYT, WSJ, Washington Post, CNN, NPR, Bloomberg, etc.) DC-focused publications read by influential audiences (Politico, Axios to a lesser extent CQ-Roll Call, The Hill) Trade publications our members/key stakeholders pay attention to (Modern Healthcare, STAT, Becker s, Inside Health Policy) State/local media (we always flag for state hospital associations, no surprises) Others (niche) 340B Report, cyber
Hot topics Negative/Defensive Consolidation High prices/price variation Medical debt/billing/collections 340B Site-neutral Workforce complaints/unions (AHA stays out of union issues) Patient safety, supply chain (these can be both a positive and negative) Tax-exemption/community benefits/charity care
Hot topics Positive/Proactive Insurer abuses (prior authorization, denials/delays, vertical and horizontal consolidation) Cybersecurity Costs of caring, drug price issues Safety/quality gains, supply chain issues Value of hospitals Emergency, around the clock care, especially in rural areas
Tactics Always get back to them, timely Offer to send written comment, talk on the record or on background or off the record, refer them elsewhere Share information under embargo, important of right timing (example of EY report) Exclusives Stay in touch/relationship building (invite to events, coffees, etc.) Media training for SMEs Anticipate tough questions, key messages, talking points so everyone is saying the same thing
Tactics Make sure SMEs/reporters are on the same page with interview ground rules (for example, is it on the record, length, etc.) Follow reporters on X, add them to you press lists Share information with them, doesn t need to be a formal press release, follow-up if they cover certain issues Track media requests (share metrics, go back to look at history, trend watching) Make your contact info easy to find on website
