Working with News Media to Promote Your Practice
1 hour Audio and Power Point Presentation
Recorded September 25, 2015
The Importance of Media Relations and How to Conduct Media Interviews: This course will discuss how you can put public relations to work for you in order to build your brand, establish local credibility and expertise and draw in more patients. Those who attend will discover what reporters really want when they call asking for an interview. They'll learn how to identify and craft messages reporters will want to include in their stories.
- Apply concepts to improve the results they get from their interactions with the news media.
- Assess what reporters really want and identify how, in most cases, media encounters can be a win-win opportunity
- Learn how to use press releases and the Member PR Toolkit to enhance local marketing efforts.
- Display an increased level of confidence when faced with the prospect of responding to a reporter's interview request and/or when reaching out to the media to promote their urgent care center
- Summarize real-world techniques to communicate more effectively in a variety of news media settings and scenarios
Disclosures: The faculty listed below have no relevant financial relationships to disclose.
As Vice President of Corporate Strategy and Development at Premier Health, Phil Rainier provides leadership for the company's corporate communications, marketing, physician recruiting, and business development functions. Before transitioning into the urgent care field, Phil spent more than 20 years as a Broadcast Journalist reporting exclusively on issues related to the business of healthcare to the latest breakthroughs in medicine. Phil also served as primary medical contributor for the nationally syndicated TV program, "America Now." During his career in television news, Phil was singled out by the Louisiana State Medical Society for his contributions to medical journalism and exemplary communication skills. Phil earned the group's “Excellence in Medical Journalism” award on multiple occasions. Phil has also recieved honors from the Associated Press, an "Edward R. Murrow Award" and "Scripps-Howard Award for Excellence in Journalism."
Shannon Quinn is an executive vice president at L.C. Williams & Associates in Chicago with almost 20 years of public relations and media outreach experience. She has provided strategic counsel, crisis communications, media training and extensive proactive media pitching for clients ranging from start-up technology shops to Fortune 500 corporations. At LCWA, Shannon manages the agency's crisis communications and social marketing teams. She has worked with a variety of healthcare associations, including the Urgent Care Association of America, the American Academy of Sleep Medicine, the ADA and the American Association of Endodontists. Shannon has experience in branding, messaging and communications efforts for a variety of well-known consumer brands, including La-Z-Boy, AT&T, Comcast, Sony, Electrolux, U.S. Cellular and more. Shannon previously worked at one of the nation's largest PR agencies, as well as a smaller boutique firm specializing in high-tech products. She has a bachelor of arts degree in journalism and English from the University of Iowa.
The Urgent Care Association of America designates this enduring material activity for a maximum of 1 AMA PRA Category 1 Credit(s)TM. Physicians should claim only the credit commensurate with the extent of their participation in the activity.
This activity has been planned and implemented in accordance with the Essential Areas and Policies of the Accreditation Council for Continuing Medical Education. Credit for this course is good for 1 year after purchase.
Urgent Care Management Certificate
Earn 1 UCMC credit in Marketing & Communications by listening to this recorded session.
Submitting for Credit:
If you would like to submit for either of the credit above, once you complete the activity you must submit for credit you will need to complete the 5 question exam. You must answer 3 out of 5 correctly to receive credit. Your credit will be placed in your profile under Professional Development or click on "My Credits". Email firstname.lastname@example.org with questions.
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