3 Last-minute PR Tips for AHIP 2018 San Diego
By Chanel Benoit, account director
AHIP’s National Institute & Expo starts this week, and our team is putting the finishing touches on the onsite press strategy for our attending clients. While you may be too late to schedule meetings, it’s never too late to prepare for success once you arrive in San Diego. Here are three last-minute tips to ensure you secure the strongest post-conference coverage:
- The media room is still a great place to connect with press. While company booths are most convenient for executive briefings, the media room is a great alternative. Many veteran journalists and new bloggers alike hold interviews and network there. For the intrepid PR manager – or those who missed the opportunity to schedule well in advance of the show – consider camping out at the media room. You still may have a chance to pad your interviews-secured stats for AHIP.
- Digital storytelling is all the rage. While we encourage traditional sit-down interviews, it’s clear that journalists and influencers are focused on digital stories as well. Many traditional and new media influencers have recently launched highly targeted online shows and will be looking for expert sources. Examples include David Harlow’s Harlow on Healthcare and Matt Fisher’s Healthcare de Jure. Audio interviews offer spokespeople an opportunity to tell stories in ways that simply aren’t possible with traditional print interviews.
- Overpreparation for media interviews is still worth it. If you let briefing books and spokesperson prep become formulaic, coverage will suffer. The time spent targeting reporters and honing stories can mean the difference between appearing in reporters’ post-event media coverage and a simple “nice to meet you.” Whether the interview has been scheduled for months or you secure it onsite, approach it the same way: have a clear objective and don’t be afraid to state it openly, whether it’s for a story related to AHIP or for future editorial opportunities. We expect – and will ultimately deliver – an actionable outcome from each meeting we secure during AHIP, HIMSS or other major conference. This should be your expectation too.
If you’re interested in how we prepare for successful media engagement at AHIP and other tradeshows, drop me a line – I’d love to discuss our approach.