Media Relations Tactics

Media Relations is the process of utilizing media resources to share news about your facility's diagnostic imaging products and services. Not only does media relations help to establish credibility through third party communications, but also it can help to spread news to mass audiences through print, radio and television.

Here are a few helpful tips for pitching your news story:

Start with a News Release

A news release is an effective tactic because it provides journalists with the information they need to create a story: i.e. what the new technology is, how it will impact services offered and techniques and why it is so important to your facility. When you are pitching reporters, a news release is a great back up to the claims you make in your email or phone call.

Sample fill-in-the-blank press releases for Canon Medical Systems products are available for download through Image Maker Express.

Create a Compelling Story

The media is always hungry for an exciting new story they can be the first to share with the public. Create your story by leading with a hook that grabs the reader's attention. For example, "Every 25 second an American suffers a coronary event."

Position the story with an angle that relates to your audiences. For example: "Every 25 seconds an American suffers a coronary event. Therefore, identifying risk factors that can lead to a coronary event is one of our critical missions. Using the latest imaging technology we can…"

Finally, make sure you strategically plan the timing for of your story to ensure the information is fresh. Such opportunities may include a grand opening of your facility, new product launch event, special patient case, etc.

For more tips on creating a compelling story to for the media, log on to Image Maker Express and visit the Marketing Tips section.

Prepare for Interviews

If you haven't been through a media training session, here are a few pointers that can help you ensure success for your facility.

  • Make your points brief and concise. Always start the answer to a question with the most important point, and say it concisely.
  • Rely heavily upon your key messages. Two or three messages will help you stay focused on what you want to talk about.
  • Offer details to bring the story to life. Make the main point up front, and then offer interesting details and anecdotes.
  • Take your time. Think about your answer and don't be pressured.
  • Educate the reporter. Offer as much accurate information as you can.

Discover more by logging on to Image Maker.