Good PR Works!
Sometimes we get asked if media coverage can ever make a meaningful difference. Our clients will tell you that yes, it does – as long as you get it right.
Take a bit of work we’ve just done for NHS Corby Clinical Commissioning Group, which arranged for its GP surgeries to open up specially on Saturday mornings to provide pre-winter flu jabs to patients.
This was a bold move which had never been done before and we knew the local media would be interested. We set about producing a news release encouraging local people (particularly pensioners) to take the opportunity to protect themselves from a potentially fatal illness.
As we’d expected, we got a strong response. There was coverage both in the papers and on local radio.
We supported the media release with a steady stream of information on social media, using our client’s Twitter and Facebook accounts to remind people about the Saturday flu clinics. Getting all your communications channels working together is an important part of any good marketing campaign.
The effect was dramatic. Practices reported that patients were literally queueing outside the surgery door. Overall flu immunisation rates have been high. Our clients were delighted and so were we!
This was a situation where it was comparatively easy to measure the impact of publicity because there was a clear call to action involved. If you are planning to do some PR, try and build in something you can evaluate – perhaps by asking people to ring a phone number or promoting a particular webpage.
As with all good PR, it’s all about spotting the opportunity and making the most of it.