I am doing this blog entry as part of my presentation at the Wisconsin Healthcare Public Relations and Marketing Society conference in Green Lake, Wisc. The title of my talk is “Integrating Old Tech and New Tech to Multiply Marketing Awareness.”
To help the group get started blogging quickly when they get back home, we will upload some video to YouTube, grab a photo from Flickr, link to a news story and an embedded photo (probably not a good choice of words given the subject of the story.)
A bunch of David Glickman’s jokes have related to the case of former Congressman Mark Foley. Here is a story about candidates whose campaigns had received contributions from Mr. Foley’s campaign. And below, I’m pulling out a photo from that story, a thumbnail image of Congressman Foley.
The point of the talk is that we need a balance in our emphasis between traditional media relations and new media. Far too many communications professionals are not as familiar as they should be with the potential of new media, but there also is an opposite danger: obsessing on the new and neglecting the old.
The reality is mass media reach…well…masses. New media reach important niches, and what’s best about them is you don’t have to “dumb it down” to reach a mass audience, because that’s not the point. We need to reach both the masses for broad awareness, and the narrow audience that may be about to make an important health care decision.
What I hope people will get out of my presentation is that both news media and new media are important, and they can reinforce each other. The video below is a mini-highlight reel telling the story of the Carlsen Twins’ separation. Abbigail and Isabelle are the formerly conjoined twin daughters of Jesse and Amy Carlsen of Fargo, North Dakota.
In the case of the Carlsens, having a web site with condition updates helped make the management of the news media much more efficient. This was a way we could cooperate with Mr. and Mrs. Carlsen’s decision to open their lives to media, including the Star Tribune, Fargo Forum and NBC’s Dateline, not to mention the dozens of other media organizations who were interested. It also gave friends and family back home in North Dakota and Montana a chance to immediately see (immediate = without media intervening) what was happening, as several thousand watched the live webcast of the news conference after surgery.
Lessons learned from the Carlsens will be helpful as we serve another family from North Dakota, the Fitterers. They don’t mind that there are news stories about their conjoined twin girls, Abygail and Madysen, but they don’t want to do media interviews. In this case, new media are even more important to facilitate their wishes.
The news segments were recorded using EyeTV and the piece was edited in iMovie, exported to Quicktime and uploaded to YouTube.
In the next session I will be part of a panel on crisis communications. I’m looking forward to hearing those other case studies and learning from them.
Here’s a picture of me, that I had previously uploaded to Flickr. Pretty easy to include in a blog, huh?