- The opioid epidemic, Medicare/Medicaid issues and finding a cure for Alzheimer’s disease were the biggest stories in 2017, and the panelists expect these topics to continue to gain traction in 2018. Stories with data and new angles on these topics will be hot.
- As we know very well, pitches should be done with thought. The person sending the
pitch should do their homework, know the niche the reporter likes to write about and tailor their pitches to that. Reporters appreciate when they are presented with thoughtful, well-researched story ideas.
- PR teams can grab a reporter’s attention by offering specific, on-the-point ideas of how their story could work for them. Including a way to make to make it a bigger, broader story is always helpful to reporters.
- The panel recommended not trying to pitch a reporter a topic they have never covered. Take the time to understand the publication and pitch the editors and reporters based on their past coverage.
Overall, this panel had a lot to say about the evolution of the healthcare industry and how PR professionals can be of service to reporters. They also expressed their gratitude to great people, letting us know that we are of great value to them. PR professionals are the “bridge” to a story and provide support to the reporter that is often invaluable.