Hosting NNHW Events?
Get the word out and draw some media attention by following these five steps:
1) Know Your Contacts
If you haven’t already done so, a first step to making your event public is to develop a list of local media outlets and contacts. For events like NNHW, focus on weekly suburban and shopper-type newspapers as well as special senior publications or newsletters. All these outlets rely on neighborhood news and photographs. The “Style,” “Lifestyle” or county sections of larger daily newspapers may also cover these types of events. Don’t forget local radio stations.
2) Make It Personal
Once you have your list of reporters, give them a call or send them an e-mail several weeks in advance to introduce yourself and give them an early “heads up” about the great activities you have planned for NNHW. Most reporters will appreciate this as a courtesy, and it will make your second contact with them much smoother. Follow up any phone calls you make with an e-mail detailing the events in writing.
3) All Hands on Deck
Make sure all facility leaders and staff are aware that local members of the media have been invited to attend your event. If your media contact has confirmed their participation, requested an interview with a facility leader, asked to bring a camera crew, etc., make sure that facility leaders are prepared and able to carry out the plans you have in place. Be on site to help direct your media contact around the facility and answer any questions they may have.
4) One Reminder is not Enough
Be sure to remind your invited media contacts about your events. Follow-up should take place in both phone calls and e-mail. Once is not enough—unless you receive a confirmation. In this case, refer to #3 and prepare to continue the great relationship you have started with your media contact!
5) The Power of Follow-up
Be sure to follow-up immediately with your contact to fulfill any promises you have made and make sure they have all they need. A hand-written thank-you note that includes your business card is always a great way to show that you appreciate their time and participation. With an effective follow-up effort, your media contact is more likely to keep your name on file as a reliable source in the nursing home community.
Once you have successfully completed these steps, give yourself a pat on the back! Media relations and positive PR takes time, dedication and perseverance.