My previous post may have seemed a little off-topic, because it was essentially a recap of some coverage of a news release, with links to several of the stories. In reality, it was a concrete example of this PR tip, how you can use blogs for PR clip reporting. This is another way you can use social media tools to accomplish business objectives more effectively than through last-generation tools like email.
In my work with the National Media Relations and New Media team at Mayo Clinic, we regularly distribute news releases about findings of Mayo Clinic’s researchers as they appear in peer-reviewed scientific journals. Examples of these are general medical journals like Journal of the American Medical Association, New England Journal of Medicine or Mayo Clinic Proceedings, basic science-oriented journals like Science, PNAS or Nature or others that are devoted to a particular medical specialty such as Circulation or Journal of the American College of Cardiology.
When we do a news release like this one on ovary removal and its correlation with an increased risk of dementia, we want to report results on the news coverage to the physicians and researchers involved, and to leaders of their department and staff members in our Department of Public Affairs.
Typically, if the story involves one major broadcast network or a newspaper like USA Today or the New York Times, we can just send an email with the link to the story. In this case, because of the extent of coverage, that would have been unwieldy.
When we get extraordinary response, we’re starting to use a blog on our intranet to communicate with our key internal groups. We can have links to some of the key stories, and can compile them all in one place to make it convenient for people who are interested to get a feel for the nature and extent of coverage. It also gives them a single link to a blog post that they can copy and paste into an email message to share with colleagues.
We have some key external groups we want to keep informed about the news, too. Unfortunately, because they don’t have access behind our IT firewall, they can’t get to our internal blog. So, here’s an external version of what we placed on our internal blog, which highlights some of the exceptional news coverage Dr. Walter Rocca’s study in Neurology received.
A blog is not an efficient way to produce a comprehensive PR clip report; other services are better for that. And it only works for summarizing on-line coverage. But to quickly do a “show and tell” report, sifting through and identifying key coverage and adding commentary and context, a blog is hard to beat. For this time I just assembled the highlights in my personal blog; we may want to consider developing an external blog for this purpose. It wouldn’t be hard, or expensive, to do.