Keeping You Up to Speed

Stop Wasting Content by Creating a Data-based Content Strategy

Unfortunately, marketers continue to waste time and resources creating and executing content campaigns that simply don’t work. As a result, a substantial amount of content that is created is wasted.

Social Media Just for the Rank and File? Think again, CEOs!

According to a study conducted by Domo and, 61 percent of Fortune 500 CEOs are not active on any major social networks and of those that did have an account, it was found to be inactive.

Your Money or Your Life: Google Search Quality Ratings for Healthcare

When one thinks about the number of websites and online content available today, it is mind-boggling – akin perhaps, to thinking about where the universe begins and ends. On top of that, the competition is fiercer than ever to achieve the coveted top spot (or at least, on the first page) of Google Search results.

Storytelling: The 21st Century Vulcan Mind Meld

As public relations practitioners, we work with storytelling every day: pitching stories to reporters; learning about stories in the media; trying to take information our clients give us and turn it into stories that will resonate with the right audiences.

How Effectively Measure Social Media ROI

The healthcare industry is among many that are utilizing social media to engage patients and communicate valuable healthcare-related information. More than 40 percent of consumers say that information found via social media affects the way they deal with their health (Mediabistro). And, social media’s growing influence both on healthcare consumers and providers doesn’t stop there. Consider that:

The Care and Feeding of the Media

Generally, I’ve always regarded the relationship between public relations folks and the media as symbiotic. On the one hand, journalists need PR practitioners to feed them story opportunities and sources. On the other hand, journalists, particularly those affiliated with the national media, are in essence, the holy grail of the client placement opportunity.

Art And Science of Newsjacking

About a year ago, a story appeared in the news about a first year professional football player calling it quits because he feared suffering the effects of serious head trauma – a condition we now know to be quite prevalent among professional football players – years after his career would have ended.

Half of B2B Marketers Struggle with Proving ROI for Customer Experience Initiatives

“There’s obviously a massive disconnect in what marketers want to do and what they’re focusing on, and then proving it’s effective,” said Stephen Morgan, co-founder of software company Squiz. 

Measuring Brand Impact on YouTube

As mentioned in a previous KNB blog (Boost Your Lead Generation Efforts with Video, 2/2/16), video is a great medium to put a face on a brand and build more personal relationships with potential buyers.

Making the Most of Web and Marketing Analytics

Healthcare has always been a data-intensive industry. And, as the role of technology in the industry rapidly continues to grow, health professionals are trying to determine how they can use data more effectively.

Interesting Trends That Have Surfaced During HIMSS16

  Now that some of the dust has settled from the more than 40,000 attendees who descended upon the Sands Expo Center in Las Vegas, NV for HIMSS16, several new directions have emerged for the Healthcare IT industry that should have significance both in 2016 and beyond, according to Health Data Management. What they mean for HIT marketers and communicators is significant as well: generating awareness of your company’s role in these areas will be key, whether through traditional media, creative, strategic content and/or social channels.

How Smart Are Your Content Marketing Goals?

How SMART Are Your Content Marketing Goals? All of us would probably agree that content marketing is important to the success of a company.   Content creates trust and trust is the filter through which all businesses must pass to be successful. Content marketing is also important because marketing just doesn’t work the same anymore. Top-of-mind awareness is much more expensive and difficult to achieve than it once was. And, inbound marketing doesn’t create demand for your products; it simply fulfills it.

Social Media: Is Conventional Strategy All Wrong?

It was unsettling to read some surprising news about social media from Augie Ray, research director covering customer experience for marketing leaders at Gartner. According to Ray, “much of the social media dogma we take as gospel has been wrong from the start. As a result, brands are wasting good money to chase irrelevant or even damaging social media outcomes, and the required improvements are not minor adjustments.”

8 Key Strategies of Effective Digital Marketers

The healthcare industry may have arrived late to the digital age but, spurred in part by the Affordable Care Act’s mandate for electronic health records, the digital age has definitely arrived at the industry’s door and is staying for the long-haul.

Boost Your Lead Generation Efforts Video

We live in a world where the moving picture captures much of our attention. Record-breaking box office numbers; the growing popularity of Netflix, Amazon Video and others proves a point: we like watching moving pictures but even more importantly, we love a good story!

Content Marketing Conundrum

A recent post by Chief Content Officer Magazine’s Joe Pulizzi was attention-grabbing: “Content Marketing – It’s Going to Get Weird.” The post went on to state that a finding from the publication’s 2016 Content Marketing Benchmarks, Budgets and Trends research cited the effectiveness rate for B2B organizations actually went down (from 38% in 2015 to 30% in 2016.) It went on to state that “this is not good and the worst may be yet to come.”

Healthcare IT Takes Center Stage at 2016 Consumer Electronics Show

  Each year, the Consumer Electronics Show (CES) never ceases to amaze and enthrall us with its array of exciting new “must-haves” in technology. This year’s CES showcased a strong focus on consumer health that put people at the center, according to Jane Sarasohn-Kahn of the healthcare blog Health Populi.

Rip Traditional Journalism

  The death knell for traditional journalism began as early as 2007 when pundits began declaring that “journalism is not dead but newspapers are dying.” Then in 2013, a reporter for the Washington Post came out with her declaration that, “Obama is wrong. Traditional journalism isn’t dead.” In 2014, comedian and actor Jon Stewart very publicly declared that the “Internet has killed newspapers.” Also that year, another headline surfaced that stated, “Newspapers are dead; long-live journalism.”

PR Measurement: How Do We Redefine a Changing Landscape?

The age-old question that has kept many a public relations practitioner up at night focuses on how to accurately measure public relations. Today, that question is even more baffling when you consider that traditional media relations has become only one aspect of PR’s scope, and an increasingly narrow aspect at that. Because the business landscape for PR has become so vast and diverse – covering social media and areas that were previously considered the domain of marketing and creative advertising – it has become increasingly difficult to accurately measure and evaluate the contribution of public relations.

A Picture is Worth a Thousand Words – and a Great Deal More!

Imagine reading storybook classics like “Little Red Riding Hood” or “Cinderella” without the accompanying images on the page: the bright red cape and glistening sharp teeth of the big bad wolf, or Cinderella’s shining coach and henchmen that transform into two fat rats and a pumpkin at the stroke of midnight. Chances are, these stories and others wouldn’t have the same impact without the images from the books that remain in our memories years later.

RSNA Preview: Showcasing Imaging’s Newest and Noteworthy

It’s that time again. Soon after the Thanksgiving plates have been cleared and leftovers consumed, a new gathering will descend -- this time, upon Chicago, by approximately 55,000 medical professionals, manufacturers and educators for the Radiological Society of North America’s (RSNA’s) 101st Scientific Assembly and Annual Meeting, from November 29th to December 4th. (And likely, the eating will continue at the many fantastic restaurants throughout Chicago.)

Communicating Brand Value Through PR And Growing Power Corporate Social Responsibility

We live in a social age where everything is...well…social. We define our tastes, attitudes and beliefs by “likes” and “dislikes” on Facebook. We share information, photos and data with the world on various social channels such as LinkedIn based on what we favor (or not) in our personal and professional lives. And managing one’s reputation is now about a lot more than demonstrating self-control at a school dance or on a date!

Integrated Communications: Showing One Face, Telling One Story, Reaching Many Prospects

New technologies, along with globalization and innovation have forced marketers to change their mentality about how, when and where to communicate with customers and prospects. Add to that the proliferation of available communications channels and it is easy to understand why more and more companies are realizing they must communicate to their target audiences with one face and one storyline in order to be successful. Enter integrated communications.

PR’s Evolving Shift to Mobile

The adoption of communications tools such as PCs, fax machines, email, the web and social media have radically altered how we operate and interact with each other, both on a personal and business level. Likewise, mobile communications is revolutionizing how we practice public relations.

PR's Shift to Mobile

The adoption of communications tools such as PCs, fax machines, email, the web and social media have radically altered how we operate and interact with each other, both on a personal and business level. Likewise, mobile communications is revolutionizing how we practice public relations.

Utilizing Digital/Social Media to Raise Awareness for a Serious Cause

When we think of physicians, rarely do we think of the occupational health hazards they face – particularly physicians who perform life-saving interventional procedures such as coronary angioplasty, vascular surgery, and those involved in interventional radiology and electrophysiology. What all these medical specialties have in common is the use of ionizing radiation.

10 Considerations Successful Crisis Communications Management

We live in a world where crises seem to erupt regularly: from data breaches, incidences of workplace violence and reputational issues to natural disasters, severe improprieties and the threat of pandemics. The fact is, organizations that aren’t prepared to deal with these and other issues truly have their heads in the sand. Unfortunately, approximately 95 percent of organizations today remain either completely or significantly unprepared for a crisis.

Remote Monitoring Tools Provide a New Standard of Care for Patients with Chronic Conditions

This is the last in a series of blogs that celebrate a decade in technology innovation in recognition of National HIT Week.

Robotics in Medicine: The Future is Now!

This is the fourth in a series of blogs that celebrate a decade in technology innovation in recognition of National HIT Week.

Wearable Medical Devices and Sensors: In Fashion and Not Going Out of Style

This is the third in a series of blogs that celebrate a decade in technology innovation in recognition of National HIT Week.

Telemedicine: The 21st Century’s Answer to the House Call

This is the second in a series of blogs in recognition of National HIT Week by celebrating a decade in technology innovation.

Predictive Analytics: A Crystal Ball into the Future for Marketers

Predictive analytics has become an invaluable tool for providers and payers within the healthcare industry for improving patient care, managing chronic disease, improving hospital administration and supply chain efficiencies, and managing costs. Now, marketers are appreciating the value predictive analytics can bring in leveraging the explosion of data available today to improve the bottom line. It can empower them by predicting where their best leads and prospects will be, as well as the most effective ways to reach and engage them.

Athletes Guide PR Career Best Practices

As a competitive athlete, albeit a purely recreational one these days, I have found that the lessons learned on the field, or in my case, on the water, are incredibly relevant in my career.

Health Information Technology (HIT) Needs Its Story Told

HIT leaders must take on storyteller role National Health IT Week offers an opportunity for payers, providers, government, vendors, patients and consumers to celebrate health information technology (HIT) innovations, results, lessons learned and emerging directions. But celebrating past performance isn’t enough. For HIT to turbocharge industry-wide transformation, every HIT professional must take on the increasingly important role of storyteller—sharing the sagas of people and organizations that made a difference.

Media Training is the Key to Successful Interviews – Part 1

This is the first in a series of blogs that address the importance of and “how-to” of media training. Throughout my career, I have had the privilege of watching some incredibly talented and intelligent CEOs and other senior executives master media interviews they participated in, either on television, radio or with a print reporter. Alternatively, I have seen others fail miserably at trying to communicate to a broadcast interviewer or print reporter. Invariably, “bad” interviews will always be blamed on the reporter. “They were out to get me/the company,” “They didn’t understand my/our business,” “They asked stupid questions,” “They didn’t give me enough time to finish what I needed to say,” are only a few of the many excuses I’ve heard from company spokespersons I’ve worked with as to why the media interview they participated in either did not result in a story or did not communicate the messages the spokesperson/company wanted to communicate.

Good Writing Will Never Go Out of Style

One of our clients shared a new and exciting technology development with us the other day. Following some brainstorming and strategy discussion with my internal agency account team, I was eagerly ready to hit the ground running and pitch our target media.

In the high profile spotlight, steer clear of memorable flub

Being in the public eye is no easy task. Yes, no denying, fame comes with some great perks. But for me the choice was always easy. I wanted to be the behind scenes. I like being the muse. The coach. It comes with its own power, really. Getting the executive, the celebrity, the guest of honor to recite the words you’ve written. To follow the path you’ve laid.

Good Client Service Never Outdated

  In the 30+ years I have been a public relations practitioner, much has changed, initiated primarily by changes in technology. For example, my IBM Selectric typewriter was replaced by the laptop and iPAD; most mail, as well as telex and the messenger has been replaced by email; social media has changed how a company communicates with its publics, and mobile telephones have blurred the line between work and leisure time. The one thing that has remained constant however, is what I consider to be the top 10 tenets of good client service: