Einsight

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

Einsights

The Scott Public Relations Healthcare, Insurance and Technology Public Relations Blog

How to Respond to Negative Press: Lessons Learned from Walmart

Walmart Op Ed

When companies are faced with negative press it can be difficult to decide whether or not to respond, and how to go about doing so effectively. When Walmart was recently under fire by the New York Times, they found a creative way to respond that turned the situation in their favor. Walmart’s Vice President of Corporate Communications ‘edited’ the New York Times piece on the company blog to correct the inaccuracies it presented. This humorous way of combating the negative attention demonstrates several do’s when it comes to combating negative attention.

Here are some tips on responding to negative press:

  • Correct any false information. If incorrect information is being circulated, it is important to correct it. The Walmart blog edited the inaccuracies (as well as the grammar) in the New York Times piece to ensure that correct information was being released.
  • Utilize facts to improve credibility. Walmart’s response included links to Walmart employees’ personal testimonials as well as previous studies. This keeps the situation from becoming a “he said, she said” debate.
  • Avoid appearing defensive. Coming off as defensive is never desirable. By adding humor to this piece, Walmart showed that they did not take the article too seriously and were merely attempting to correct the mistakes.
  • Push other positives about the company. Companies can take this opportunity to highlight any positive attributes that were not mentioned.  Walmart corrected information they felt was wrong, but also added other positives such as their focus on American manufacturing.
  • Take advantage of social media. Social media can be a company’s best friend when it comes to negative press.  Rather than relying on a press release or a letter to the editor to respond to accusations, posting on social media is an immediate way to get your opinion to the public.  Walmart’s blog post went viral, and they were able to quickly combat what was said about them.

The most important things to remember when responding to negative press are to remain credible by using facts, and to push the positives rather than being defensive. An appropriate post on a company’s social media site can often turn negative press into an opportunity for positive attention.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Generating Sales Leads Using Social Media

Social Media Apps

Social media’s constant presence has made it one of the most effective ways to generate leads for any business. Not only can companies use different social media outlets to build an online community, provide customer service, and promote brand recognition, but it is also one of the easiest and most economical ways to do so. In Nicole Fallon’s Business News Daily article, “Why Social Media May be Your Best Sales Lead Generator,” she explains that there are several benefits in promoting a company through social media that other marketing strategies lack.

From this article, Scott Public Relations has summarized the five primary benefits of generating leads through social media.

  • Inexpensive: Social media marketing can be the “great equalizer” as small companies are able to utilize free sites such as LinkedIn and Twitter for self-promotion. These free website have millions of users that companies can interact with at no cost.
  • Personal and Direct: Companies are able to look for conversations that relate to their product, and interact with potential consumers. By using platforms such as Twitter, companies can communicate directly with their consumer base through replies and popular hashtags in order to create a more personalized experience.
  • Instant: Companies can connect with potential consumers at the exact moment they are in need of the product. As soon as an individual tweets that they are in need of a product or service, companies can reply directly with a special offer or promotion.
  • Relevant: Individuals conduct extensive research on a company before they decide to purchase a product. This means that it is important for a company to have an online presence that entices consumers as this could make or break a purchasing decision.
  • Customizable: Because there are numerous social media websites such as Twitter, Facebook, and LinkedIn, companies are able to choose which outlet is best for their product and target audience. By creating a customized strategy, these companies can build a consumer base with a strong web presence.

These five factors result in social media being one of the easiest and most effective ways for any company to generate leads. Using one or more of the popular social media outlets helps companies build online communities which support their products and offerings as well as contributing to brand recognition.

Have you used social media for lead generation purposes?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Medical Practice Marketing Tips: How Physicians Can Blog Effectively

female doctor smiling and typing

It can sometimes be difficult for physicians to translate their professional knowledge into an entertaining and compelling blog entry. Larry Blumenthal provides tips for generating interesting blog posts in his article, “8 Ways to Generate Great Blog Posts from Doctors.” He shares his personal experience on how to inspire interesting stories from physicians, while at the same time advising that not all medical experts are cut out for blogging due to a variety of factors which can include time constraints and difficulty translating knowledge into easily digestible pieces of content.

Below are three important tips for physicians to keep in mind in order to become effective bloggers.

  • Include anecdotal support in the form of patient stories in order to build interest. Adding stories to a blog entry can bring the information to life and entice potential readers. As long as a physician is conscious of patient privacy, these stories add color and help readers connect to the stories. Along these lines, physicians can also bring readers behind the scenes. Doctors might be used to it, but readers love hearing about what happens in the examination room.
  • Don’t rely on words alone to convey the main points of a blog. Including multimedia aspects as well as words can make a blog much more compelling. Videos and photos can often times add another dimension to the story, and using these effectively can increase the interest of any blog. Videos and photos provide personality and give readers a better sense of the tone that the author is trying to convey. Furthermore, a physician can include some personal information, or even humor, to give the reader insight into their own personality.
  • Receiving help from a professional blogger can make a doctor’s blog more successful.  There are many things that a professional blogger can do to make a physician’s writing experience easier. Bloggers can compile a bullet point list of tips and tricks they have learned throughout their career and share it with the doctors. Examples help new bloggers understand what makes a compelling blog. A professional blogger can also identify which blog entries were most successful in order to help physicians determine which topics patients are most interested in hearing about. Bloggers should also encourage physicians to reply to comments when appropriate. This stimulates discussion and can ultimately inspire other blog entries.

Ultimately, if a physician is still having difficulty writing, a professional blogger can simply interview the doctor and compose the blog for them. Sometimes physicians simply do not have the time or the writing experience to focus on a blog entry, and in such cases the expert writers can be a good resource.

With the right tools, physicians can create informative and compelling blog entries. If they include anecdotes and humor, take advice from professional bloggers, and keep in mind what the readers want, they can provide great content. Because of their unique experience, physicians can write blogs that patients and medical experts alike are compelled to explore.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

Like what you’ve read? Follow Scott Public Relations on Facebook , Twitter, Pinterest, LinkedIn and Google+. For convenient blog updates, sign up for the Einsight RSS feed!

(Note: Many internet browser platforms are discontinuing their internal RSS reader. If you are viewing this in Google Chrome the RSS feed will not work properly since they discontinued Google Reader. If you have an independent reader set up already you should be fine. If you do not, may we suggest you look to Digg Reader, AOL Reader, or our personal favorite – Feedly to handle your RSS feeds. Happy reading.)

Categories: Healthcare, Insights, Insurance, Public Relations and Marketing, Social Media, Technology

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,