Your Guide to a Healthcare Public Relations Strategy

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Are you in the healthcare field? Do you want to find your target audience and show them how you can help improve their well-being? Well, a public relations strategy just might be the key. Your audience can find you online, but we should never assume that they will. Even with excellent SEO, you might miss out on reaching that one person who is in dire need of your services without a solid PR strategy. If your marketing strategy is missing PR, we’re here to help. To get you started, here are a few considerations as you build a robust healthcare PR strategy.

1. Identify Newsworthy Content

Information is changing rapidly in the healthcare industry. Topics of conversation can sometimes change before you even have time to put out a story. That’s why you must stay on top of what is relevant and timely—because that’s what your audience needs to hear. Preferably, you would be the first to give them this information, allowing them to view you as a leader.  Your PR team should always look for the most relevant information to share that will add value to your audience’s lives. Try to identify newsworthy and engaging content that people outside your organization either want or need to know.  Make sure that all content fits the following criteria:
  • Timely
  • Relevant
  • Well-researched
  • Easy to understand

2. Build Relationships with the Local Media

Networking is a powerful tool in any type of business, and the media is no exception. Your relationship with local reporters, journalists, and media outlets can skyrocket the effectiveness of your overall PR strategy. When local media professionals know you on a first-name basis and understand the value you bring to the table, they are more likely to reach out to you with questions or to work with you on stories for their outlet. 

3. Become a Subject Matter Expert

You have experience and knowledge in your healthcare specialty that others will find helpful, but you have to find a way to share it outside of your office. One way to do this is to become a subject matter expert (SME) for different channels, such as local media, social platforms, and podcasts. Once you focus on becoming a thought leader in your industry and sharing what you know with those around you, your audience will begin to look to you as their go-to resource for information on that subject. Reach out to those in the media, letting them know what you specialize in and that you are flexible and available when they have questions.

4. Submit to HARO Requests

If you want to hit the ground running and offer advice now, you can subscribe to receive HARO emails. Each email will be a list of requests from media outlets asking for firsthand experience or thoughtful insight into particular subjects. Review the emails to see if there is an opportunity that you could contribute to and take the time to write to the journalists—submissions are usually fairly quick. When a journalist chooses your insight to feature, they will also cite you as the source and link your business, providing you with valuable backlinks that increase your SEO success. 

5. Consider the Channels You Will Use

Your healthcare content is only successful if you reach the intended audience. You want them to take action or learn something from your information, right? So, it’s important to consider where your target audience will be most likely to find your content.  A few options are:
  • Online and print healthcare publications
  • Your website
  • Social media
  • Local or national news
  • Billboards or other public displays
PR doesn’t have to be intimidating with the right strategy. With these five tips, we hope that your team will feel confident to move forward with a PR plan that boosts the image of your healthcare organization. 

Design a Results-Driven PR Strategy with Green Apple

Could your healthcare office become a leader in your field? We think so. Contact us today to schedule a consultation. Our team is happy to discuss your goals and how we can help you achieve each and every one of them with PR and comprehensive marketing.

What is Digital PR (And Why Do You Need It)?

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It’s no secret that our world is more digital by the day. Advertising and media relations have completely shifted as the internet has grown and changed. And, of course, the exponential (and constant) growth of social media has completely transformed the way we communicate with our audiences. That’s why a PR strategy alone won’t quite cut it anymore. So, where do you go from here? To stay ahead of your competition and remain present for your audience, it’s vital that you and your marketing team have a comprehensive digital PR strategy. In this article, we’ll cover what is involved in a digital PR plan and how you can begin putting yours together today.

What Does a Digital PR Strategy Include? 

In your digital PR toolkit, you’ll need: 
  • A customer survey tool to collect positive reviews
  • Backlinks in trustworthy publications
  • Proactive press releases and connections with the media
  • A comprehensive social media strategy

How Do You Put these In Place? 

1. A Customer Survey Tool to Collect Positive Reviews
One of the most important ways to build trust with your customers is through positive reviews. In fact, according to BrightLocal, 91% of customers from the ages of 18 to 34 trust online reviews just as much as personal recommendations. Knowing the power of reviews, it’s imperative that you have a strategy in place to collect them. We recommend that our clients use LoyaltyLoop; however, there are many other tools out there to explore to see what would serve your business best.  Here are a few of the top ways to collect reviews: 
  • A survey tool, such as LoyaltyLoop
  • Instructing your team to encourage customers to leave reviews
  • Linking to your Google, Yelp, or Facebook pages in your email signature
  • Offer your customers an incentive 
2. Backlinks in Trustworthy Publications
Your digital PR strategy should also include ways to obtain backlinks on trustworthy sites. A backlink is when another site links to yours because you have relevant information to offer. One of the most successful backlink methods we’ve tested is using HARO (Help a Reporter Out) to submit helpful information to reporters. Though it can be time-consuming, responding to one or two requests per week could significantly increase the number of backlinks you have, and therefore boost your SEO.  Another effective method is creating a guide packed with a lot of helpful, actionable information. A large guide is a time investment on the front end; however, it provides you with long-term results. Provide your audience with information that they want to share with others, encouraging them to link out to your guide, which may have tips, steps, statistics, or other information that would be especially helpful. 
3. Proactive Press Releases and Connections with The Media
To send out newsworthy content, your team must stay ahead of any upcoming stories so that they can be ready to have a timely press release out to the media. Think ahead to what you may be able to highlight in the upcoming weeks or months—events you may be involved in, charity work you plan to do, or big changes to your company. Does nothing come to mind? It might be time to make some waves!  Make sure that you’re submitting your press releases to journalists who will be interested in what you have to say. You might consider looking for publications within your industry or focusing on reporters who specialize in your topic. Try making personal connections with these reporters when you can. Knowing someone on a first-name basis can go a long way in getting your story out there. 
4. A Comprehensive Social Media Strategy
Can you believe we waited this long to get to social media? Well, that’s in part because, although it’s important, social media isn’t everything. Your digital PR strategy should be well-rounded, including all parts of the picture. With that said, social media is an important piece of your plan. Work with your team to decide which platforms work best for your industry and your audience and what types of content you should be creating for each. Create a strategy that works for your business specifically. Tips on content and when and how to post can be helpful, but at the end of the day, you want to spend your time where you’re seeing the best results and getting the most value. 

Looking for a PR Agency to Get the Word Out About Your Business?

The landscape of marketing is changing so rapidly that if you aren’t staying on top of it constantly, you’ll fall behind quickly. We won’t let you fall behind. Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

Meet the Team: Christa Spencer

Christa Spencer
Leaving the fast-paced world of journalism, Christa Spencer comes to Green Apple Strategy with a 15-year background as a television news producer. She’s bringing her love for storytelling to our team as a PR Strategist. In this role, Christa will work closely with Chief Marketing Strategist, Samantha Pyle, to develop and execute strategic plans to increase our clients’ visibility with media and public relations.  Christa will build our clients’ brand awareness by identifying exposure opportunities, pursuing awards and recognitions, and monitoring industry news. “My passion for storytelling drew me to this specific role, as well as the challenge of identifying a story that makes people want to listen,” Christa says.  Storytelling is in Christa’s blood, quite literally. Growing up in Fayetteville, Arkansas, she was surrounded by journalism from a very young age. Her dad is a journalism professor at the University of Arkansas, where she earned her degree in broadcast journalism. Going back even further, Christa’s grandmother was a journalist as well, even serving as a White House correspondent for over 30 years.  After pursuing a career in journalism, Christa was ready for a change. She connected with Green Apple to discuss how her skills could translate to our team’s need for PR support. “From my first Zoom call with Sam, I think we both knew this role would be a great match. Sam’s passion for clients, in-depth knowledge of the business, and the way she values her Green Apple team drew me in,” Christa explains.   When she’s not finding PR opportunities for our clients, Christa loves practicing yoga and spending time with her partner, Luke, and their dog, Scott. You’ll often find them at home cooking or getting together with friends. “We love to travel, and Luke is from Australia, so the next chance we get, we’ll head to the other side of the world to visit all of his family. I’m incredibly close with my family, too,” Christa says.  Christa also enjoys Nashville’s live music scene, farmers’ markets and hiking trails across the state.

Green Apple Strategy Makes NBJ’s List of Top PR Firms

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What a year it has been! Despite having to make multiple shifts to our work style amid the global pandemic that has affected our world in 2020—socially and economically—we’ve also been able to see some positive outcomes. In fact, we’ve had the opportunity to celebrate a few milestone accomplishments. From our eighth anniversary to winning the Nashville Business Journal’s Best in Business Award, we’re humbled to have even more exciting news to share! 

Rising Above the Challenges 

Green Apple Strategy was recently named in the Nashville Business Journal’s top ten list of Nashville’s largest public relations firms. This recognition is incredibly significant for several reasons; one of the most touching is that our clients trust us to help them relate with their audiences and share their stories nationwide. This year has been strange, to say the least, but it’s these moments that show us how our hard work and dedication continue to rise to the top.  “What an honor to be named in the Nashville Business Journal’s Largest Public Relations Firms in Nashville list! It’s been a dream of mine to see Green Apple Strategy’s name alongside so many other renowned PR firms in the city, and to have that dream realized in such an unprecedented year means more than I can say. Thank you to the NBJ, my team, and our clients,” said Samantha Pyle, Owner and Chief Marketing Strategist of Green Apple Strategy. To learn more about this distinguished honor, and see the full list, visit the Nashville Business Journal’s website. 

Let’s Share Your Story Together!

Do you want to share your company’s story with the world? Contact Green Apple Strategy today to schedule a PR consultation.