SCHWARTZ HEALTHCARE-IT BLOG

HIMSS Tips from Heathcare IT News

HIMSS is a few weeks away. I provided some HIMSS PR tips in a past post you can read here.

Healthcare IT News Reporter Fred Bazzoli sat down with colleagues Brian Bogie and Rebecca Phillips for a Q&A to provide his perspective on what the media is looking for during those few moments you have together during the show.

Q: Describe how Healthcare IT News covers HIMSS.

A: Because of the size and scope of HIMSS, it is a difficult show for the media to cover. It's typical for media staff to spend two to five days at the conference, and just like everyone else, we have long days at HIMSS. There's lots of meeting people, note-taking, writing at odd hours, late meals. Depending on responsibilities, reporters schedule zero to 12 meetings a day. In fact, our reporters will probably have 100 overall meetings with companies at HIMSS.

Given this hectic schedule, our time together is short. However, there are several things that companies can (but all too often don't do) to stand out. Your goal during the briefing is to build a long-term relationship with the media, one that begins at HIMSS and lasts beyond.

Q: What are your tips for standing out from the vendor crowd at HIMSS?

A:  Recognize that that each publication has a particular niche, specialty, or purpose. Some publications are looking for case studies from the provider standpoint; some are looking for vendor information; some are looking at how IT relates to specific modalities. Our publication, Healthcare IT News, highly values time-sensitive news. Know and be ready to provide the media with what they are looking for.

Q: What are some secrets to good briefings?

A: If you or your PR firm "pitched" an angle - an exclusive, a customer case study, a specific executive or spokesperson­ - make sure that is what you provide us with during the briefing. Not coming through, or baiting and switching, is the fastest way to burn bridges with the media.

Get to the point - quickly. Our meetings are generally a half-hour or less (we schedule in about five minutes to dash to the next appointment.) We're interested in hearing your stories and your take on trends. I'm often struggling to answer questions such as, "What are you hearing at the show?" I'm hearing everything. It's all a blur.

Q: What are the best follow-up practices?

A:  The best thing you can do is actually follow through on a deliverable. There is usually something that a reporter will key in on as a possibility for an action step post-conference. Help us with that.  And give us some time to respond to you after the conference. We're playing catchup after HIMSS, just like you are.

Q: What else do you have to say to vendor PR folks?

A: Go easy on the press kits. It's hard enough to travel these days. It's even harder when you have 300 pounds of vendor-generated materials. Only information that is time sensitive should be given to the media. Everything else can be delivered electronically.

Thank you Fred.

Schwartz's Top Three Tips for Successful Briefings:

1. Do your homework. Know the reporter and the publication. Read what the reporter has been writing about and how it relates to what your company does. Look through the publication's media kits and visit their Web site.

2. Be specific. Tailor each meeting to meet the reporter and publications' needs. If you have told the reporter about a specific customer, case study or new event, make sure that is the focus of your conversation.

3. Understand the Process. Each meeting at HIMSS is a chance for your company to stand out. While a story about may come from this meeting, it may not come immediately. To be successful - and realize your goal of coverage within the publication - be an informed, trusted resource. Provide the editor with information relevant to their and the publications coverage area. As in all relationships, this is one that develops over time, and each interaction can either help, or hurt, that relationship.

For a pictorial report on last year's HIMSS conference, click here.

Posted by Shawn Whalen on February 7, 2008 at 4:05 PM
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