Making the Most of Awareness Days

December, 2011

What’s the fastest way to kill your pitch?  Start it by saying “I’m calling because next month is National Fill-in-the-Blank Month!”

Yes, disease awareness observances are important. These dates present an important opportunity for patient advocacy groups to host educational forums, organize screenings and generate needed conversations about warning signs and symptoms of diseases and conditions. Incorporating a media push is a logical extension of that strategy.

But, while an awareness month might sound like a slam dunk opportunity to pitch a story, keep in mind that awareness in itself is not a story. Nope. Not even close.

So, when your organization’s favorite month rolls around, be sure to base your media approach in the same rules of communication that are in force the other 11 months of the year.

• Be current: There are many ways to do this, for example, root your conversation in the latest research findings, methodologically sound survey results, discussions around new screening or treatment recommendations, policy issues that affect access, or issues that uniquely impact specific subpopulations.
• Go beyond the traditional: Be sure to integrate social media with your traditional media outreach. We also recommend tapping into your network. Think about the partnerships you have, or could be building, to expand the reach of your messages.
• Bring the right ingredients: Time-starved journalists appreciate the efforts of PR pros. Often they will look to you for compelling spokespeople, solid data and, most importantly, the authentic patient voices.
• Don’t sit on news: News is only news for a moment, so strike while the iron is hot. If an issue emerges in your bailiwick, take a position. The opportunity will have passed if you save it for an upcoming awareness month.

Should you mention the awareness day or month when talking to reporters? Sure, simply because the reporter should have all the facts. But if you can’t answer the question “Why is this important to my readers – today?” then you’re not ready to make the pitch.