One way to get the word out about NHIT Week is to let journalists know about your participation, so they in turn can tell consumers. Here are two ways to reach out effectively to reporters.
1. Hold a media briefing. If you have at least five to 10 reporters, editors or producers that might be interested in hearing about NHIT Week and a discussion about the latest development in healthcare IT, you may hold a media briefing.
To invite the appropriate journalists, send them a personalized invitation by email and follow the email with a call. It is best to invite as many reporters as possible. For example, if you want 10 to attend, you might invite 100. Be sure to invite appropriate reporters, editors and producers—those that cover IT and technology, business, public policy and healthcare.
The briefing should feature a light meal (a continental breakfast or a deli lunch works great) and feature your IT professionals, records manager and medical director and perhaps a willing patient discussing the latest in EHRs and the benefits your facility has achieved by implementing health IT.
2. Conduct desk-side briefings. If you have less than five reporters, editors or producers interested in NHIT Week, you might consider desk side briefings. A desk side briefing is a one-to-one appointment with journalists to brief them in their office.
To arrange desk side briefings, send the journalist a personalized invitation by email and follow the email with a call. Invite as many reporters as cover the relevant topics (IT and technology, business, policy and healthcare).
You can determine whether a media briefing or desk side appointments are more appropriate based on the number of responses you get to your invitation.
Whatever type of media event you decide to hold be sure to have a set agenda for the discussion so you make the best use of the reporters’ time. Provide data such as statistics, and suggest possible news stories in your discussion.