Future Care 2006 January 17 – January 27, 2006 Healthcare Public Relations Unleashed

1. Future Care 2006January 17 – January 27, 2006Healthcare Public Relations Unleashed Presented by Peggy C. Frank, MBA, Frank Public Relations Worldwide Frank Public Relations Worldwide

2. Unleash These Three Important PR Trends to create Sustainable Competitive Advantage • Revamp your website • Disruptive Technologies: Use and embrace new media technologies • Invite your PR Pro to your managements’ inner circle team Frank Public Relations Worldwide

3. Trend One: WebsitesIs your site inadequate for visitors, including reporters? Your website is your very best “first impression.” Are you maximizing your website’s ability to leverage and champion your image and reputation? According to Bulldog Reporter: • There’s a huge gap between what journalists expect to see on corporate sites — and what PR practitioners actually provide online. • Journalists nationwide complain that while many sites do archive press releases . . . just as many still don’t even offer adequate contact information. • You can boost media mentions while improving media relations — just by giving journalists what they need and demand when they browse your site. Frank Public Relations Worldwide

4. A recent TEK Group International survey of over 5,000 journalists found that:75% of reporters say it’s important for companies to have online newsrooms. 70% say they often visit company online newsrooms93% said online newsroom info is their preferred method of gathering company information for stories. The simpler your online newsroom is to navigate and the more tools you offer reporters in one easy location — the easier it becomes for journalists to write about your company. That translates into increased coverage. It also goes a long way toward building better long-term relationships with influential reporters on your beat. Don’t rely on just any writer to write your website copy. You must ensure that all of your content is written with an emphasis on promoting your organizations’ unique point of view. Find a public relations professional to work with your webmaster to create a winning website that really invites visitors to stay a while! PR combines journalism and marketing at their best The Business Case for an Improved Website: Start by Building a NewsroomStop thinking that your website is great because your organization likes it. Think instead about how it serves your visitors! Frank Public Relations Worldwide

5. What you should place in your online newsroom • A great newsroom offers a comprehensive one-stop “shopping” experience: • press kits, press releases, corporate backgrounders, industry white papers, case studies, bylined articles, bios and photos (executives, board members), downloadable logos, story and article ideas. • Journalists that find all they need online are going to see a greater ROI for their efforts than those who force the media to jump through hoops in search of information. • Bulldog Reporter, Dec. 2005 • Failure to understand how reporters use new media channels — including online press rooms — could leave you without access to thought leaders in your media market . . . and the public they influence. Bulldog Reporter, Dec. 2005 Frank Public Relations Worldwide

6. Trend two: New media disruptive technologies • No longer is the “media” the only medium • In 2005 we all witnessed how search engine optimization, Blogs, online audio and video and podcasting and vodcasting became mainstream news - and irrevocably changed the way organizations communicate. • This trend will continue to gain vigorous momentum, redefining and expanding an organizations ability to reach and influence stakeholders. • While traditional media and financial audiences remain a primary focus for press releases, a whole new set of technology-savvy audiences has emerged with an appetite for your news and information. PR Newswire, Dec. 2005 Frank Public Relations Worldwide

7. Capitalize on a new concept known as "disruptive technologies." With nearly every facet of the business world moving into high-tech territory, it was only a matter of time before the public relations industry arrived as well. Andi Rodriguez, San Antonio Business Journal, Dec. 19, 2005 • Disruptive technology has positively transformed communications. "Look at corporate blogging. It's another way for technology and non-technology companies to reach out to customers, boost credibility and get the buzz going on new products…..Disruptive technologies and other forms of communications are changing the way traditional media works.” Alan Weinkrantz, Alan Weinkrantz and Co. • By definition: disruptive technology brings radical change • Allows business to incorporate it, making some of the previous technology obsolete, and/or ready for augmentation. Frank Public Relations Worldwide

8. New ways to reach your audienceOur mission, to deliver your news Reaching your desired audiences takes on new meaning as an increasingly fragmented media and evolving technology change the way we communicate.PR Newswire, Dec. 2005 • Search engines have evolved as key targets for communicators – be sure you are optimizing your website’s search ability. • The way your website copy is written, the words you use, and how the copy is written is essential. • Broadcast public relations has changed. • The rapid expansion of broadband, wireless technology, and cable and satellite media are transforming traditional broadcast PR services into multifaceted communications tools. • Next generation of Video News Releases (VNRs) and Satellite Media Tours (SMTs) will enable communicators to more effectively and efficiently reach their target audiences where, how and when they access news and information. PR Newswire, Dec. 2005 • Final and most important word: The time honored concepts of PR have not changed – there are just more channels and finely segmented ways to reach your target audience. Frank Public Relations Worldwide

9. Is the press release obsolete?No. • Press releases are still very important, however: • Very brief and to the point • Emphasize benefits and intended or measurable results • Benefits to the readers of the media, benefits to the clients, and most importantly, benefits to the healthcare industry. • Results that are tangible, quantitative and qualitative • Press release should include: the 5Ws in the first paragraph– who, what, where, when, why; and answer the questions: so what and who cares? and “what’s in it for me? (WIFM). Frank Public Relations Worldwide

10. Target Ultra-Specialized Media • Media mix must now be a balanced diet. Dr. Samir Husni, a.k.a. “Mr. Magazine” • Laser-targeted versus time-honored shotgun approach. • Different media delivery vehicles—not just the newspaper. • pitch a blog, a magazine, a trade paper, a cable channel, a satellite channel, corporate publications, and maybe even an email newsletter. • press release not for everyone – craft several different versions tailored to meet needs of specialized media silos. Frank Public Relations Worldwide

11. New Media • Podcast Projections • Is podcasting the savior of radio, the start of a major new media channel or merely a passing fad? A new study sees a mainstream medium in the making. • Based on a sample of 4400 radio listeners in ten national markets, Bridge Ratings' "Future of Podcasting" study estimates that thus far during 2005 4.8 million persons have downloaded a podcast from either a radio station or other source. • Bridge estimates that 5 million people will have downloaded podcasts in 2005, compared with just 820,000 in 2004. Frank Public Relations Worldwide

12. Get your PR Pro to the Management Table • Your PR pro is REALLY part of your management inner circle team. • PR Pros offer a different, more global and consequence oriented perspective than others on your team. • PR Pros serve as sounding board with decision making • Provide perspective as decisions relate to championing the image an reputation of the organization. • Profound relationship between emotions and decision making. Frank Public Relations Worldwide

13. Recipe for PR at the Management Table CEOs and heads of institutions now appreciate the value of PR more than before Harold Burson, chairman, Burson-Marsteller • There is an increasing decline in relying on Advertising to promote businesses today – the switch to PR is gaining great momentum. • PR is inherently more credible than advertising Here’s what you should expect from your PR Pro: • A good listener • Respect confidentiality, integrity is paramount • Builds trust with people • Always deliver for people in the organization • Provides follow through with everybody at every level, always Frank Public Relations Worldwide

14. How to Choose Wisely • Seek PR pros with advanced degrees –including MBAs– and then leverage their complete knowledge of the business environment • Look for PR pros to bring business prowess to the executive management team – not just PR technical knowledge • The right PR pro can help streamline your corporate structure and communications so that everybody speaks with a single voice • Your corporate message resonates with the strength of more voices, harmonizing the same potent message about your organization! Frank Public Relations Worldwide

15. Frank Public Relations Worldwide is a strategic healthcare public relations company based in Los Angeles, CA, specializing in managed care and e-healthcare technology. CEO Peggy C. Frank, MBA, has practiced the art and science of healthcare public relations for three decades and holds an MBA in Health Care Management. Frank Public Relations specializes in small and medium sized companies with modest public relations’ budgets. Ms. Frank has worked with several of the largest national and internationally renowned health care organizations, including Prudential HealthCare, Heinz's Weight Watchers' International, Hyatt Medical Enterprises, and Cedars-Sinai Medical Center, one of the world's most prestigious hospitals. • For more information please visit www.frankpr.com, or email pfrank@frankpr.com, or call 818.735.3591. Frank Public Relations Worldwide