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The Health Professional as Advocate How PR Can Enhance Your Work 1Physicians for Human Rights Student Conference

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What Is Public Relations? Why PR? Build awareness and goodwill Reach target audiences Stay relevant in the community Manage crises Physicians for Human Rights Student Conference2 PR is Performance Recognition. ~ Douglas Smith The history of PR is a history of a battle for what is reality and how people will see and understand reality. ~ Stuart Ewen If I was down to my last dollar, I'd spend it on public relations. ~ Bill Gates

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Where To Begin Start with a plan Audience Message Channels Media List Press Materials Pitching Interviews 3Physicians for Human Rights Student Conference

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Know Your Audience Who are they? Where are they? What is important to them? 4Physicians for Human Rights Student Conference

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Develop Messages Why do I care? Assume the worst Speak to your grandmother Think through to the end 5Physicians for Human Rights Student Conference

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Do your homework Read the news Pick-up the phone Work your network 6Physicians for Human Rights Student Conference Developing a Media List

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Creating Press Materials Do you need them? Media alert vs. press release Inverted pyramid Boiler plate Use sound bites AP Style 7Physicians for Human Rights Student Conference

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Soundbites The Egyptians who have come out in force in recent weeks have been waiting 30 years for change, and they must now be able to participate meaningfully in shaping their future. For the transition to advance and the disruptions and risks of the street protests to end, power must shift decisively from President Mubarak and his military advisors, including Vice-President Omer Suleiman, to a more inclusive transitional authority. This need not and does not mean anarchy. The protesters have shown a much greater regard for public safety and the Egyptian national interest than the Mubarak government has in recent weeks. The protesters did not resort to violence, did not spread lies and disinformation to stir up popular anger; did not unleash thugs against peaceful demonstrators and did not sabotage the economy by shutting down the Internet and disrupting cell phone services. State institutions, notably the military, should be a part of any transitional authority. 8Physicians for Human Rights Student Conference

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Pitching Email Subject Line Personalized Length = Short, shorter and shortest Emails last forever Phone Practice Have all materials When to call Always lead with is this a good time If they are on deadline, hang up Follow-up via email 9Physicians for Human Rights Student Conference

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Interviews Outline key messages Make the conversation work for you Sound bites Avoid jargon Dont be a valley girl No gum Clean, well dressed. *No stripes on camera 10Physicians for Human Rights Student Conference

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Now What? Clip the coverage Promote yourself Think about next time 11Physicians for Human Rights Student Conference Your Headline Here