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Tag: health

Taking the Pulse of Health Care Policy

In the world of health care public relations, we are tasked with staying up to date with industry trends, elevating reputations and developing earned media plans. As a Washington D.C.-based agency, we have the advantage of being close to policy action so we can keep tabs on what our clients need to know about the fast-moving developments in health care. Here are the top issues we are watching this fall from Congress and the White House, and why they are worth paying attention to.

Drug Pricing

After years of promising to reduce drug costs, Congress is poised to take policy action, launching at least nine bills that take aim at pharmacy benefit managers (PBMs) or companies that channel prescription drugs to patients. Elsewhere, The White House, as part of the Inflation Reduction Act, made a historic move in announcing the ten drugs selected for price negotiation under the law. This is the first-ever direct drug-price negotiations between pharmaceutical manufacturers and Medicare, and it would have far-reaching implications in reducing costs and expanding the availability of medicines that are crucial for America’s seniors.

Drug Shortages

Significant and dangerous medication shortages have surfaced in recent months, with more than 300 prescription drugs, including critical chemotherapy treatments, being in short supply. The situation is forcing almost 60% of health systems to ration or even postpone care. Congress is considering several policies including a GOP-led effort aimed at enforcing accountability in the drug market by improving transparency and mandating the provision of additional information about manufacturing and distribution. Additionally, The Senate Subcommittee on Health is also poised to consider a bipartisan proposal known as The Drug Shortage Prevention Act that would require producers of prescription drugs to notify the FDA as soon as they anticipate being unable to meet the demand.

Pandemic Preparedness

With the fall season of respiratory illnesses upon us, Congress is also considering how to bolster the public health system to anticipate the inevitable return of the flu, RSV and COVID-19. By October, The Pandemic and All Hazards Preparedness Act expires and requires re-authorization. The act is the backbone of the nation’s public health response, as it accelerates public-private partnerships to develop vaccines and take other actions. Additionally, both chambers of Congress are taking up policy measures to support emergency response and pandemic preparedness. Elsewhere, The White House took action by announcing the appointment of Dr. Paul Friedrichs, a retired Air Force combat surgeon who helped execute the Pentagon’s COVID response, to head the new White House Pandemic Office. He will oversee efforts to fund vaccine development in time to meet these challenges.

Treat and Reduce Obesity Act of 2023

The Treat and Reduce Obesity Act was recently reintroduced in the House and Senate and will have far-reaching impact if passed. The bipartisan bill would authorize an expansion of Medicare coverage to include screening and treatment of obesity from providers who specialize in obesity care and include coverage of behavioral counseling, prescription drugs for long-term weight manage. The passage of TROA would be a key catalyst to expanding access to obesity treatment across the board, and therefore, improve the health of millions of Americans.

The future for all these important issues remains highly unpredictable, along with proposals effecting Medicaidhealth care price transparency and mental health.  One thing that is certain, however, is that The Reis Group will be following all this very closely to make sure our clients are well positioned to succeed.

TRG’s 7th Year: Learning the inner workings of our health care system—from a new perspective

I have worked in health care public relations for more than 25 years and this June marks the seventh anniversary of TRG, the company I founded in 2016. Over these years, I have represented hospitals and health systems, medical societies, research institutes, and foundations spanning all sectors of the health care system. I’ve promoted scientific breakthroughs and rallied for patient advocacy organizations. I thought I understood the inner workings of the U.S. health care system, inside-out—until a close family member unexpectedly faced a diagnosis of advanced-stage cancer.

The last several months have been full of daunting obstacles as I struggled to help manage a family crisis taking place in another state. But I strongly believe that from every challenge emerges an opportunity. For me, I found many moments of gratitude. The airline industry gave me the ability to quickly and easily fly up and down the east coast. Telehealth enabled me to directly join my sister’s doctor’s meetings via a Zoom call or my iPhone. The internet gave me access to her patient portal and the ability to quickly research every term and test. This experience also reminded me that I chose the right profession and the right field. I love health and health care. The science behind her care is complicated and fascinating. This experience reaffirmed for me that this is my calling: working to improve access to quality care, helping patients advocate for themselves, and understanding and translating the complex jargon-filled language of medicine.

Everyone needs to know more about the science behind diseases and treatments, how federal policy changes impact the care they receive in their community, and how to coordinate among their providers and be an advocate for themselves. Health care PR plays a vital role in achieving these goals.

As we mark TRG’s seventh year in business, it is gratifying to see that health care continues to be one of the most pressing issues facing our great nation. Technology continues to bring great promise. We are closely watching and developing policies around AI, apps and other emerging technologies. We are truly excited about their potential to transform health, improve access to care, better manage chronic conditions and change the way we communicate about it.

In TRG’s history, 2017 was the year of increased workload with fewer resources in the PR services field; 2020 was the year of suddenly adapting to a remote virtual work world; and now 2023 marks the return of a work world of face-to-face client meetings, business travel, and a few power lunches and networking dinners.

When we opened our doors seven years ago, I said something that still holds true and that I keep near to my heart. “To give it my best – to really make it shine – I need to work with the best people; people who share my values and my commitment to excellence. I must work in a culture of support, in which our team members see that a major part of our work is to build each other up and help each other succeed.” I look forward to continuing to make that a reality at TRG for many years to come.

How PR Can Make a Meaningful Public Health Impact

Everyone has their own unique career journey. As a recent grad who just last year received my master’s in Public Health, I may not be the typical person you might think would be working at a PR agency. Public health is an incredibly broad field – some of my colleagues are tracking infectious diseases or managing hospital operations, while I spend my workdays drafting press releases, conducting media outreach and supporting communications campaigns.

Fortunately, it’s turned out that health communications, an important aspect of public health, has been the perfect niche for me to start my career. My background in public health helps me understand the science and context behind the messaging strategies we employ. The experience I’m gaining at TRG has made me a more effective communicator and given me a practical understanding of how people receive messages about health.

I’ve seen firsthand the importance of strong communications skills in the world of public health, particularly in a time when many people rely more on social media than their own physician for health advice. We can – and must – employ solid public relations strategies to impact public health for the better.

Understanding your audience. One of the key points that was emphasized in my public health classes was that no one wants to adopt healthy behaviors if they’re just being talked at and not understood. Think about when your doctor simply tells you to “try eating healthier” without any additional information or tips customized to your specific situation, background or schedule. It’s frustrating, right?

People want information that is relatable – and this is where public relations comes in. Knowing our audience is key in developing content for campaigns or preparing spokespeople for media interviews. One way we do this is by making sure we’re up to date on news coverage, frequently scanning the media so we know what our clients’ priority populations are seeing about various health topics.

Digging deeper than just scanning the headlines is important: have there been any recent changes in coverage in a particular area? Are there any new polls available that survey people about their knowledge, attitudes and beliefs around a health topic? Being up to date on all aspects of coverage keeps us in close touch with our audiences. Take vaccination for example: we need to be fully aware of the most recent changes in public attitudes, such as vaccine fatigue and skepticism, if we expect to make successful pitches to the media and effectively reach our intended audience.

Reviewing science responsibly. As communications professionals, it’s our job to come up with fresh and creative ways to promote our clients’ news and viewpoints. But it’s essential that we always take extra care to make sure the messages we are sharing are completely clear and accurate. In the field of health care, our audience is often patients who are relying on information from trusted sources. We have the responsibility to guard against dangerous misinformation as our first priority.

At TRG, we work with many scientific organizations and conferences to promote the latest science and research being presented at their events. We need to carefully read the latest research papers, and we must also conduct deeper, probing conversations with the researchers so we clearly understand their methods and their findings to make sure that consumers clearly understand the importance of this new health information. As we all saw during the COVID-19 pandemic, misinformation can be incredibly harmful.

In my day-to-day work at TRG, I wear many different hats, but everything I do is part of a larger chain of events that impacts people’s health. This is my “why” for coming to work each day and trying to provide the best product possible for our clients. Ultimately, our “clients” are not just the organizations we work for, but also the end users in the public who rely on us for vital, accurate communications about their health.

Health care PR: What’s the landscape for 2023?

As the new year unfolds and the pandemic is no longer dominating our lives, we are excited to see what unexpected developments the future brings. Working in health care public relations, we are often charged with communicating complex health care messages in a rapidly changing—and sometimes volatile—environment. We must constantly adapt to these unpredictable dynamics to assist our clients who are trying to increase awareness for their issues and platforms, build credibility for their organizations and promote science that improves care.

Among many important issues that we will be monitoring, four stand out as top-of-mind as we initiate new strategies for earned media, thought leadership and science promotion on the national level and in communities across the country.

The continued effects of COVID-19. Our nation’s health care providers are tired, stressed and feeling burnt out, which directly affects patient safety and the quality of care. The mental health impact of COVID-19 has touched nearly everyone, especially our teenagers and young adults. While Medicare permanently lifted geographic restrictions for mental telehealth services during the pandemic, people with private insurance still face barriers accessing very much-needed mental health care across state lines.

High cost of prescription drugs. In a potentially important shift, Senator Bernie Sanders, as the new chair of the powerful Senate Health, Education, Labor, and Pensions Committee, has said one of his key areas will be lowering the cost of prescription drugs. Amazon and other major corporations are moving into the prescription drug field, which also could be a game-changer. At the same time, access to innovative new treatments to stave off conditions like Alzheimer’s or provide daily management of diabetes are very promising, but extraordinarily expensive.

Changes in social media and surges in AI. The importance of short, powerful videos and the increasing importance of social media influencers will continue to dominate social channels. AI will facilitate content creation and change searches in many unknown ways. It will be interesting to see how these changes affect various social platforms. It feels like everyone is looking around for another option. Will Twitter continue to serve as the hub for journalists? Will more industries ban the use of TikTok? Will masses of users really leave Facebook?

Obesity as a chronic condition. The long-awaited anti-obesity drugs are being hailed as miracle pills. It will be important to track who can actually afford and have access to these medications and what effects they have on finally de-stigmatizing obesity and treating it as a legitimate medical condition. Even Congress will be weighing in when policymakers debate the Treat and Reduce Obesity Act with its proposed expansion of Medicare coverage.

So, stay tuned! It’s certain to be an eventful time in a rapidly evolving health care landscape, and we plan to be right in the middle of it!

 

 

Following the “COVID Story”: Reflecting on Coronavirus Media Coverage

Whether you’ve been working in health, public health, media, or public relations, or you’re just a human trying to survive, 2020 has been an unforgettable and bizarre experience. Endless depressing case counts and deaths. COVID-19 special reports. White House coronavirus briefings. CDC, WHO and Task Force updates and trending hashtags about PPE, testing, ventilators and plenty of depressing things that many of us had never planned to think about.

Remember hearing about COVID-19 in February, back when it seemed to only exist on cruise ships or in Wuhan? When first responders had inadequate PPE? The first week we learned that we should wear masks? The continuing flow of contradictory stories on “miracle” drugs and speculative vaccine timeframes? In hindsight, the situation sometimes seemed to become clearer, only to turn even more confusing.

I recently spent several intense hours reviewing and organizing seven months’ worth of COVID-19 drug stories, and all of these things streamed back through my thoughts. In our work, it’s important to gather story numbers and impressions and to tally both original pieces and syndications in order to accurately report results and continually refine future media strategy. Proofreading, essentially what I did for the five-thousand-line spreadsheet, involves using the tools available (particularly Office’s spell check, find, and sort functions) while also buckling in for thoughtful reviewing and re-reviewing. By nature, this work cannot be done quickly. It’s also helpful to incorporate the proofreading best practice of reading backwards: starting at the bottom of the document instead of the top and working in the opposite direction. Not only did these tactics yield an accurate overview of media coverage, but this experience really impressed on me how much the COVID story has changed throughout 2020.

Thankfully, we learn more about COVID-19 all the time, thanks especially to researchers, health and public health professionals, and dedicated journalists. Yes, the media coverage has been exhausting and sometimes confusing and problematic. It remains important to consider sources, cross-reference guidance, and prioritize experts. However, in great part thanks to the media, most people now know about the variety of actions that we can each take to fight COVID-19, with more knowledge gained all the time. One of the top things we can do this fall is get a flu shot.

The dedication to service and innovation that I’ve seen throughout society this year—though inevitably twinged with tragedy and loss—encourage me to do whatever I can as an individual to keep myself and others safe and to help share useful, accurate information as a medical public relations professional. In the next seven months, the “COVID story” will surely develop and progress, and as it does, we can find hope in remembering what we can control as well as embracing the sure-to-come helpful new information and developments to keep us safe and pursue the return to our pre-pandemic lives.

Shifting Health Care Communications Strategies

This article originally appeared in O’Dwyer’s October 2020 Healthcare Issue.

Failure to stay relevant is a catastrophe for PR professionals. For 2020, relevancy is the primary determinant of success in the era of COVID-19.

For all of us, not just those in health care communications, this has been a year of chaos. We were forced to repeatedly adapt to a rapidly changing environment and continually learn unexpected lessons for moving forward in this bewildering new reality.

We were pushed to constantly reevaluate messaging and positioning to demonstrate engagement and sensitivity to the COVID-19 situation. For every news story, social post, speech, and product, PR professionals needed to take daily and weekly checks on the environment to figure out when and how it was appropriate to step in and step up.

As a health care PR agency, our first priority in this tumultuous time is taking care of our team. The only way we can serve our clients well is if we first take care of ourselves. For our team, self-care is no longer a luxury. It is a survival mechanism. When the federal Emergency Declaration hit, we abandoned our Washington, D.C. office and went fully remote. It was a seamless transition because we already offered our team members “Work-from-Home Fridays.” It was our best answer for telework. When we opened our small, woman-owned business four years ago, we started working remotely once a week on the day of your choice. But that became too confusing; some people would take it, others would not. It got to the point where we didn’t know whether someone was in or out of the office. Our solution was giving everyone the benefit of Fridays at home, with the requirement to use video calls as the primary form of communication. Everyone needed to have a home-office set up. Wow! Did that ever pay off when the coronavirus hit!

I remember reading a post on Instagram that said, “We are in a crisis…and working remotely.” To help our own staff practice self-care, take time to nurture their mental health, and figure out their new life, we immediately activated our annual summer hours program several months early: Everyone takes a day off from work every other Friday. It gives all of us a time to reflect, recharge, and reconnect with what matters to each of us personally. And the positive effects are felt professionally too.

We are clearly not the only ones who think this kind of respite is important: according to a recent Samueli Integrative Health survey, a majority (64%) of Americans say they are focused on their mental health now more than ever.

COVID-19 hit particularly hard for some of our primary clients, whose work missions put them on the frontlines of the pandemic. Key client concerns shifted instantly and strongly to anything and everything COVID: safety and personal protective equipment, clinician burnout, the surge in telehealth and teletherapy, the incredible impact of the social determinants of health, the no-visitor rules at care facilities, constantly changing care guidelines, patients forgoing care, postponed surgeries–and people dying.

The media world changed too. For a firm that prides itself on excelling in earned media relations and thought leadership, we needed to reconfigure how we shared our clients’ perspectives. Consider the state of media during the first half of this year:

  • Hundreds of journalists were laid off at Vice, Quartz, The Economist, BuzzFeed, CondeNast and elsewhere.
  • According to The New York Times, nearly 40,000 employees of news media companies were furloughed, laid off, or had their pay cut.
  • COVID-19 has literally killed nearly 100 weekly and daily publications, bringing the total to roughly 1,800 news outlets that have just disappeared in the past decade.

Nonetheless, there was some good news about the news media:

  • A Pew study found 69% of Americans approved the media coverage of the pandemic.
  • Other polls found that trust in broadcast and cable network news was growing; and
  • Americans wanted science to guide our way out of this pandemic.

For our clients, in-person scientific meetings came to an abrupt halt. Now the virtual or hybrid annual meeting is here to stay. A recent issue of Science explored COVID-19’s huge impact on annual scientific meetings. A human-centered artificial intelligence conference that typically draws 3,000 attendees switched to a virtual format. The result? The conference attracted more than 30,000 participants. The reported benefits included moderators more effectively screening questions and avoiding non-questions. The virtual meeting was more accessible and affordable. What do the meeting participants miss the most? In-person networking. Many organizations are trying to replicate that connection on social media but being in the presence of another human being is impossible to replace, although online platforms are still trying to figure it out.

For one of our in-person community-based campaigns, we shifted everything online and eliminated all printed materials. One of our clients was in the middle of testing a campaign focused on health and well-being, focused on reaching the underserved population in five pilot markets. The “TakeCare” project is all about the power that every one of us has to improve our own health and well-being. What makes this campaign different and exciting is the use of newly produced documentary film shorts with real people taking small steps to make real changes in their lives. These films make emotional connections and inspire behavior change. Since we could no longer be in-market, we pivoted quickly to online. Within 30 days, we launched a digital micro-campaign within TakeCare, to specifically help people during COVID-19. We released five engaging film shorts that shared powerful stories of people who have transformed their health and well-being through small steps, and highlighting topics that were particularly relevant in the new environment: stress relief, building community, finding meaning and purpose.

Surveys and polls are more popular than ever for the news media. I’ve never seen so many polls covered in the news, posted on social media, and written about by the trades, aside from election season. In just a single week, I counted at least 10 polls covered by Google News before I stopped counting! There was the Harris Poll, Politico/Harvard poll, CNN poll, Quinnipiac University poll, Fox News poll, Kaiser Family Foundation Tracking, USA Today/IPSOS poll, and more. The abundance of survey findings tells us two things. First, they work. Second, they provide your client an opportunity to stay relevant, if you can find something newsworthy to add.

What are we looking at in 2021 for health care PR? We will continue to operate in a chaotic and uncertain environment. Trying to make meaningful personal connections virtually will be essential. Microtargeting on a single platform is a must, and our clients will need science and new data to remain a vital part of the national conversation. Welcome to the new normal!

As the saying goes, “there is wisdom and freedom in accepting that we don’t have all the answers.” While we are figuring those answers out, we as health care PR professionals must strive to find ways to keep our organizations and clients relevant.

After Covid-19, Will Americans Still Struggle to Make Health and Well-Being a Priority?

This blog also appeared on PRSA-NCC.

COVID-19 has exploded the healthcare system. But sometime in the future, Americans will return to “normal” and once again will concentrate on the basics of staying healthy in their everyday lives. The coronavirus has revealed how vulnerable so many of us are because of underlying conditions. Two years ago, our team conducted qualitative research to try to determine why this has always been such a struggle for many people.

Most Americans know what it takes to be healthy. And nearly everyone says it’s one of the things they value most in life. What, then, is getting in the way of our country truly making health a top priority?

Our team conducted in-depth interviews with 60 individuals to understand how various age groups specifically define health and well-being. How do they interact with the healthcare system? What do they try to do to improve their health? What medical conditions do they worry about the most? And what would it take for them to make health and well-being a more serious priority?

Our biggest surprise came in finding a fascinating behavioral paradox in many people’s thinking about health: The reason they most value their good health is that they want to spend time with their family and friends, engaging in social activities. Yet, when asked to name the biggest barrier to taking actions to improve their health, they reported that it was the demands of spending time with their family and friends. So herein lies the challenge: How do we inspire individuals and their families and friends to embrace health and well-being and—together—make it a priority?

Differing perspectives among generations. We conducted in-depth interviews with roughly 10 people from each from six generational categories. They came from across the country and represented various races/ethnicities, levels of education, lifestyles, and income. We were intrigued by many of our findings.

First, when asked to define “healthy,” nearly all participants talked about eating healthy, nutritious foods and engaging in physical activity. Maintaining a healthy weight, limiting alcohol, avoiding tobacco, and not taking illegal drugs were also part of that definition.

Younger generations tended to emphasize mental and spiritual health, alluding to the need to be not only physically but psychologically and emotionally healthy. The youngest group even included environmental health and the quality of their surroundings as important influences on well-being.

Health happens outside of the healthcare setting. Many respondents are hesitant to admit whether they see doctors. Many view the doctor’s office as a place to go only when feeling very sick and only after trying to cure their ailments on their own. For many, the main reason to visit the doctor is to refill medications.

Dr. Google will see you now. Doctors are not even the top source of health information, unless you are referring to Doctor Google or WebMD. Instead, family and friends are the most important health resources whose opinion is frequently sought.

The attitude transition period occurs around 50. Another surprising finding from our interviews was that a major shift in attitude occurs with the Baby Boomer 2 group (52-62). This is a time of evolving thinking. There is a marked shift away from trying to improve health to simply trying to maintain current levels of health and mobility. Younger generations are focused on what they can do better, and are constantly striving to exercise more, eat healthier, and take new steps to promote their well-being.

The generational connection. There are many differences in the way generations define and manage their health. In the end, they are all connected by the fundamental desire to be healthy. They share similar needs and barriers to achieving that goal. It is that sense of community and connection that needs to play a major role in campaigns to influence healthy behaviors and lifestyles.

We can’t do it alone. What we learned is that health and well-being mostly occur outside of the healthcare system and often among our family and friends. Being social and spending time with the people who matter most to us is what pushes us each and every day to want to be healthy. The very nature of simply spending time together fosters a sense well-being. So, when we are finally able, once again, to spend time with friends and families, think of it as your own prescription for health and well-being. It does your mind and body good.

Healthy Perspectives

  • Most Americans think about their health every day.
  • Most define health as eating nutritious foods and exercising regularly.
  • The top reason people want to be healthy is to spend time with their family and friends, being social.
  • Older generations tend to emphasize the need to maintain their current level of health and mobility.
  • Younger generations often focus on constantly trying to do more to improve their health.

Working—and growing—during a pandemic as a newly minted health care PR professional

COVID-19 has upended office life and we are all living with a new normal. As a young PR professional working in health care communications, I’m looking for ways to learn new skills and break through the pandemonium to continue to grow. When we began working remotely full time, I was worried that my professional development would be stunted, but I quickly discovered three ways of continuing to grow–and maintain sanity–during this chaotic time: getting face time with mentors, setting goals, and taking time to breathe fresh air.

Getting Facetime with Mentors

The pandemic has thrown schedules into disarray, canceled events, and suddenly shifted focus for our health care-focused clients. For me, it also means that working closely with mentors to get feedback and improve my skills is more difficult than ever. I’ve quickly learned to provide my team leaders more time to review my materials and to schedule time to discuss changes. Being more proactive about asking questions and seeking out new tasks is key to maintaining the vital momentum of learning.

Working at a PR agency allows constant interaction with coworkers, and I usually can just walk into someone’s office whenever I have questions. Now, it’s limited to emails and video chats. The video gives me important face time for a richer mentorship experience that helps me understand a boss’s revision and master a new skill.

Setting Goals

Before COVID-19, setting goals helped me plan my days, understand what areas I need to improve on, and think about how I can achieve those goals. With all the chaos and extra time, the first week working from home felt somewhat empty and directionless. Working at home reveals many distractions in my apartment, not to mention those in the outside world. But setting some personal benchmarks has helped me keep on track with my daily work and my broader professional goals. These benchmarks have included checking in with team leaders to get feedback and give updates on my work, make progress checks to meet my deadlines, and dedicate myself to learning new skills such as crafting new business proposals and mastering best practices for writing commentaries. I’ve also applied this goal-setting to my personal life to make the best use of all my unexpected free time.

Breathing Fresh Air

Among my new daily goals is to get outside whenever I can. It’s no secret that fresh air and exercise are vital for a healthy life, but it’s not easy when you’re locked down. Invigorating yourself and promoting mindfulness—while self-isolating—can be as simple as going for a walk or run, or just opening a window. I count myself as particularly lucky because I live on the top floor of a building with a beautiful rooftop for quick breaks when I feel cooped up. I can re-center my mind and come back to work feeling relaxed and refocused. You can too!

Your professional development doesn’t have to be put on hold during quarantine. You just need to work around these new barriers and, with your mentors, find new ways of growing. Being organized and mindful of your mental and physical health will help move you forward in learning new skills and proving yourself as a PR professional.

Think Like a Thought Leader

Our high-speed, media-saturated digital world sometimes feels like a dense, dark jungle with huge shadowy trees and thick tangled vines that block out most of the sunlight and leave us in darkness.

Our job in health care public relations is to shine a light to cut through this darkness on behalf of our clients and highlight their work, their mission, and their values. In the health and science field, we have the ability—and the obligation—to build our clients’ credibility and elevate their reputations so that their key achievements and messages do not get lost in the information wilderness of social media.

“Thought Leadership” has become the mantra for this type of work. At The Reis Group, we represent a wide variety of clients who are doing cutting-edge work in specialized areas such as integrative health, epidemiology, pediatric health, Alzheimer’s prevention, cost containment, and much more. We can effectively promote the value of our clients’ work—if we do it the right way.

In the worlds of health care, science and medicine, the key executives, scientists, and researchers have the ability to become recognized leaders in their fields through op-eds, broadcast appearances, speaking engagements, letters to the editor and other opportunities. After 40 years working in the media, the last seven in public relations, here are a few of my tips on how to help make this happen.

Be ready to respond quickly: In the Twitter universe, the news is non-stop, so at any moment, we have to be poised to act immediately. For us, the COVID-19 pandemic is the most vivid recent example of the need to be constantly aware of how events move so rapidly that we must always be ready.

Be ready to respond smartly: We try to know all the potential outlets that might be interested in hearing from our leaders. Whether it’s a short, quick letter or a substantive commentary, we cultivate contacts with journalists and publishers who may be most receptive to our messages.

Know the message: Our clients have devoted their careers to representing specialized populations and the targeted audiences who care deeply about their issues. We have to be in a position to know how any breaking news event may relate to the specific topics that are our clients’ major areas of interest.

Know the messenger: Our leaders have carefully nuanced positions on issues. We need to talk with them as often as possible, interview them on major topics of the day whenever possible, and keep up on their published writing and research.

Speak in their voice, not yours: Our thought leaders are passionate about their issues and have distinct ways of expressing themselves on the most vital topics. We should be able to virtually memorize the language that they would use. Then, when the client sees the message that we are planning to put out, they feel that the voice is authentic.

This kind of work is competitive and difficult, but it’s definitely worth the planning and the effort.

A Day in the Life of Sharon Reis

Sharon Reis, our fearless leader, was recently featured on The Native Society. Take a glimpse into a day in her life, fueled in part by copious amounts of coffee!

6:00 AM

I begin almost every day with sweating. I am either finishing up a 5 a.m. workout class, running through my neighborhood, or lifting weights at the gym. One secret to my routine is that I’ve pursued fitness with one of my closest friends for more than a decade–and I know she’ll be waiting for me at the end of my driveway, so I have to get out of bed or face her wrath!

10:00 AM

By now, my day is at full speed and usually jam-packed. I could be on client calls, mentoring my colleagues, meeting with our director of operations on running the business, or heading to the airport to fly to a client meeting in another state.

12:00 PM – Favorite Power Lunch spot/meal?

I have two favorite spots and they are across the street from each other: The Tabard Inn and Iron Gate. They are Dupont Circle institutions, and I often feel like I am magically transported to a European café when I am eating at either one.

7:00 PM

I am home with my family, getting dinner together with my husband, driving my daughters to sports or school activities, or discussing their homework.

11:00 PM

I am asleep! I love mornings, so I go to bed around 10 p.m. and get up before the sun rises.

What drink do you need to get through the day and at the end (and how many)?

Coffee is my drink of choice. I love it and don’t ever want to live without it. In February, I decided to start drinking it black and adjusted to it pretty quickly, and thought I actually liked it. However, when I took vacation in August, I absentmindedly put cream in my coffee on the first day away and realized just how much I loved it, missed it, and needed it back in my life! Cream really does make coffee taste better. My favorite cup is from my local coffee shop called Greenberry’s.

Most used App/Favorite Instagram Account?

I am a very loyal person, so when something works, I tend to stick with it, and that explains my app of choice – Words with Friends. I play it only with my sisters and their husbands, and I view it as a way to keep us connected. (I don’t win all the time, but I usually do, which, I confess, makes it extra fun.)

What should everyone try at least once?

Saying ‘yes’ to something you are resisting or fearing. Getting out of your comfort zone is always hard, but I find the more I resist an activity or a person, the worse it gets. So, say yes to something or someone you have been avoiding. You just might be surprised by what happens.

Where do you enjoy getting lost?

I enjoy getting lost in meditation. I discovered the practice more than five years ago and it changed my life. It provides clarity on life’s challenges and calms the mind. When I am practicing regularly, I find meditation wholeheartedly facilitates better decision-making and stirs creativity. However, the more stressed or busy I am, the harder it is to meditate. And, since no one has ever referred to me as relaxed and easy-going, it is a constant struggle, but well worth the effort.