It has been a truly incredible 3 days at the HIMSS11 (Health Information Management Systems Society 2011) Conference.  Fleisher Communications Group Client, Health Care DataWorks (HCD)urged us to attend the conference with them in hopes of securing media coverage, creating buzz, momentum, excitement and interest. HCD was well aware that conferences are not our thing, but having worked with the tech startup for over a year now we know their story best, so they urged us to take the plunge.  Plunge we did!  We had a plan going in, and prepared well.  I am happy to report that our efforts went according to plan–how often does that happen?!  Our strategy to reach out to reporters was effective too.  Here are the conference rules we lived by.

**Nothing beats a face-to-face interaction with a reporter.

In the weeks leading up to HIMSS11, we individually pitched 141 reporters. While the general pitch was the same, we tweaked it to fit each reporter’s individual beat and outlet.  While this led to some interest, my in-box was not exactly flooded, which is why we sought out every reporter we could at HIMSS—this meant a log of hanging out by the press room.  99% of the reporters we approached were receptive to our introduction and pitch.  Many were genuinely interested once they heard the HCD story.  In fact the face-to-face encounters led to several sit down interviews that we are optimistic will lead to comprehensive profiles.  A number of reporters actually complimented us on our eagerness and told us we were the hardest working pr peeps at the conference.  And while one reporter referred to the tactics as gorilla-like, she made it clear the remark was intended as a compliment.  It led to a one hour sit down interview with her, so call my tactics “gorilla like” anytime you want!

The best part of these brief encounters we created is that it is the first step in building a relationship with the reporter.  The 50 reporters we spoke with one on one will be the first ones we go to when HCD has news to share.  It is invaluable and worth the wrath of only one blogger who likened the approach to being “accosted.” Every other reporter seemed to appreciate that we took the time to say hello, pass on information, and learn about what he or she covers and who they write for.  Heck, I may have even made a new friend or 2.

**Leave the buzzwords and talking points behind, and let your enthusiasm show.

This won’t work for every client, but we are very fortunate that in this case our clients know how to explain what they do in terms everyone can understand and why it matters.  At HIMSS the reporters are smart.  They have to be, they cover health IT, a field that is changing at a rapid pace.  But they still want to write stories that you don’t need a technology degree to understand.  The reporters we met with loved that we could give them real life examples of how our product is utilized.  They appreciated our excitement and enthusiasm and I am confident it will show in the stories they write.

**Do not underestimate the value simply telling your story has.

There were lots of great moments at HIMSS, but one that I am really pleased with is the impromptu team meeting we had with the client immediately following an hour-long interview with a reporter.  The interview had gone great.  The reporter was receptive and excited about our company, product and prospects.  She “got it,” no doubt.  The boost that gives a company, particularly when you are at a conference like HIMSS where hundreds of companies have a story they believe is compelling is invaluable.  It felt great to have a trade reporter who has heard and seen it all single you out and tell you, you are really on to something!

The days and weeks to come post-HIMSS will be filled with loads of follow-ups.  The e-mails, tweets and calls to remind reporters of who we are and why our story matters will take time and effort.  However, it must be done.  But because the groundwork was laid at the conference I’m confident the road ahead will surely be smoother.

We pitched to the local paper a week before the sale.  They ran the story on their front page.  The buzz began.  But the real home run came the day after the sale started.  A front page, over the fold story in The Columbus Dispatch, complete with photos, an on-line video (that got more than 475 views the very first day!) and even a graphic with the sale’s hours of operation.  The result:  Dozens of treasure seeking shoppers lining up outside hours before the doors even opened.  A couple hours later 2 local TV affiliates came out too.  Their stores ran that night on their 5pm newscasts.  The “pick ups” didn’t stop there.  The newspaper story was picked up the next day in both the Cincinnati and West Virginia newspapers.

So how did we get so much positive, priceless exposure for our client?  Sure, we wrote an effective pitch, but recognizing the strength of the story was the first step.  We also made certain the elements reporters needed to tell an in-depth story were readily available, including an interview with the homeowner, bargain-seeking shoppers, the strip center leasing agent and of course our client the estate liquidator.  We also paid close attention to the visuals associated with this story–inviting photographers in before the sale began to capture the priceless English and French antiques for sale.  We even set a photographer up inside the shop the morning the sale began so he could shoot excited shoppers peering in the windows, catching a glimpse of the goods.   Incidentally, that is the image that landed on the front page of the paper.

Luck played a role too.  The sale was 48 hours after the trapped miners in Chile were rescued.  Had the miners been pulled to safety the day of the sale we likely would have been bumped from the front page.  In this case it was fortunate to be both good and lucky.

If you missed the placement, read it here.  It’s one of the best examples of how exceptional earned media can play a defining role in your PR strategy.

One strategy for company’s in this predicament to consider is an “earned media” campaign.  Find the angles that are newsworthy and enlist the media to help tell your story.  We’ve done just that for The National Hemophilia Foundation, Columbus Chapter and more recently for Scioto Country Club.  Click here to read the story Business First of Columbus reported on Friday.

We regularly encourage our clients to reach out to their “followers” in an attempt to engage their clients, find new prospective clients and in turn learn from both.  It is our turn to do that now.  It is my sincere hope that the Fleisher Communications Group blog becomes a place to share, exchange, educate, meet, learn, laugh, agree, disagree, and grow.  Lofty goals indeed! To do all that–or even just some of it–we will need your input  So never hesitate to let us know what you think.

Now, I will take a deep breath and hit “publish.”  Man, I hope this works!