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PR For Physicans

1. Not long ago bankers attorneys and others were taught that all forms of advertising marketing and promotion were wrong. It was a moral issue. Being good at what one does was enough. Calling attention to it was unseemly.

In the health care world apart from being perceived as vulgar marketing was considered unnecessary. It was assumed that patients would automatically and miraculously come forever. As a result physicians erroneously believed they were sheltered from the demands placed on other businesses.

Health professionals also have a tendency to view marketing as hawking much like a barker at a carnival or a crass usedcar salesman trying to lure unsuspecting victims. It’s the thought of the coarse smokeandmirror hitthemoverthehead style of publicity that understandably terrifies many in the medical field.

1. But just as the image of a physician giving a patient a stiff drink and a bullet to bite before performing surgery is archaic those P.R. stereotypes have nothing to do with the reality of an intelligent effective media campaign that educates and informs the media and the public. Used effectively P.R. can usher in new concepts and perspectives and shape the ideas of a community and a nation.
2. These stories help our clients reach their lt;a href=” http://anthonymora.com/”target=”_blank”gt;target marketslt;/agt;and position them as experts in their field but they also educate the public.

To reach that end physicians need to view themselves as educators. After all we live in the information age and no profession field or practice can avoid its effects. Professionals who understand the process and actively take control of the information are the ones who will succeed.

Today savvy hospitals and physicians view public relations as an integral component of their business strategy. They are learning that they must change their perceptions to remain competitive. But few have really come to terms with the process. It’s not enough to simply hire a professional and continue as before; a change in attitude and outlook is required.

For example when it comes to communicating doctors are used to presenting scientific data to their peers. They are trained to think in terms of studies and statistics whereas the public and media both understand and respond more favorably to anecdotal stories.

Of course this does not apply only to those in the health care field. Many professionals can speak the jargon of their particular field but this makes for a very insular form of communication. This is why media training can be integral to an effective PR campaign. All business professionals can benefit from learning to speak the public’s language and honing their ability to communicate.

1. Even for physicians.

About the writer:nbsp;nbsp;Anthony Mora began his media career as a freelance journalist for suchpublications as Us Rolling Stone and other local and nationalpublications. He served as editorinchief of two Los Angelesbasedentertainment and lifestyleoriented publications and cofounded Phillips Mora Entertainment a public relations and personal management company which ventured into video and film production.In 1990 Anthony formed Anthony Mora Communications Inc. a LosAngelesbased media relations company that specializes in media placement image development and media training. AMC Inc. has placed clients in: Time Newsweek 60 Minutes CNN The Wall Street Journal The Oprah Winfrey Show The New York Times Los Angeles Times and other local national and international media outlets.Anthony has been featured in: USA Today Newsweek The New York Times The Los Angeles Times The Wall Street Journal The BBC CNN Entrepreneur Fox News MSNBC and other media. He has written three books. The most recent “Spin to Win” is a stepbystep guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and userfriendly “Spin to Win” can be utilized by heads of major corporations small business owners and entrepreneurs.

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