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Managed IT, Cybersecurity Leader Anatomy IT Selects Amendola for Strategic PR Services

Award-winning, full-service health IT agency to help educate hospitals, physicians’ practices on using technology to deliver exceptional patient care

SCOTTSDALE, Ariz., Dec. 12, 2023 – With cybersecurity attacks keeping healthcare CIOs up at night, Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, is pleased to announce that Anatomy IT has selected the firm for strategic PR services. Amendola will promote Anatomy IT’s important role guiding healthcare organizations in the use of technology and cybersecurity solutions.

Amendola is implementing a comprehensive PR plan to demonstrate Anatomy IT’s industry-leading technology and services, new offerings, accomplishments, customer wins, and industry partnerships.

“Amendola came highly recommended to us for its unrivaled healthcare and health IT PR knowledge, bench strength and media relationships,” Anatomy IT CEO Frank Forte said. “They hit the ground running and have already delivered amazing results. We look forward to a long and successful partnership.”

Agency CEO Jodi Amendola said: “Anatomy IT enables mid-size healthcare organizations to realize the same information technology efficiency and scalability benefits as large healthcare systems at a fraction of the cost. We are excited to promote its important initiatives and differentiators to the marketplace to showcase Anatomy IT’s unrivaled healthcare IT and cybersecurity expertise that enable healthcare providers of all sizes to deliver exceptional patient care.”

Anatomy IT has consistently demonstrated its ability to adapt and innovate with its comprehensive platform, including managed IT, cybersecurity, cloud, value-based care services, HIPAA compliance, and strategic IT planning. Recently, Anatomy IT was recognized on the prestigious Inc. 5000 list of the fastest-growing private companies in America for 2023.

About Amendola

Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content, and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.

About Anatomy IT

Anatomy IT helps healthcare providers deliver exceptional patient care through technology and cybersecurity solutions. With 30+ years of experience, we understand healthcare organizations’ unique risks, opportunities, and challenges. Anatomy IT is one of the largest and fastest-growing healthcare IT companies, partnering with over 1,750 clients serving 38,000 healthcare staff nationwide, including ASCs, physician groups, and hospitals.

Media Contact: Marcia G. Rhodes for Amendola, mrhodes@acmarketingpr.com

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Why Angry Arnold Should Handle Your Crisis PR

When looking for a company to illustrate bad PR, United Airlines is an easy choice.

From 2009’s lesson in the power of viral video (“United Breaks Guitars”) to suffocating puppies, United can be counted upon to do the wrong thing and then make it worse through horrible PR.

Perhaps its worst blunder came in 2017 when a bloodied passenger refused to be bumped and was dragged off a flight. After the video went viral, then-United CEO Oscar Munoz called the passenger “disruptive” and referred to the forcible eviction as “re-accommodating the customers.” It took a firestorm of criticism before Munoz issued a more sincere-sounding apology, but by then the damage was done.

I wasn’t privy to what happened at United that led to such horrible PR decisions, but I do know who could have prevented them – Angry Arnold. That’s my term for the outsider reality check missing from too many corporate responses to PR crises. Here’s how it could have worked at United:

The moment the passenger video went viral, United’s PR team should have designated one of its highest-ranking members as Angry Arnold. He should have been put in a room with a laptop and the following instructions: “Forget you work for United. You’re just one of the flying public and you freaking hate United. It’s lost your luggage, delayed your flights, charged you for carry-ons and forced you to squeeze into ever-shrinking seats. And, by the way, it’s making obscene profits. Now, watch on repeat this video of a dazed passenger being dragged down the aisle.”

Angry Arnold would have been left in isolation to grow ever more furious at United while the rest of the PR team worked with the C-suite to write that self-serving statement from Munoz. When it was done, they could have slid it under the door to Angry Arnold and waited for his reaction.

And he would have kicked down the door, screaming, “Are you f*@%%^ kidding me? Blaming the passenger? ‘Re-accommodating’ customers? What kind of bull*$#@ is this?”

And then United would have known Munoz’s statement wasn’t going to fly with the public.   

It’s not just United that could have used an Angry Arnold to save itself from itself. So could Southwest Airlines, Facebook, Wells Fargo, Uber, and other companies that have compounded their problems by responding weakly to PR crises.

That’s because Angry Arnold’s job is to take the perspective of the public that, ultimately, will decide how well the company weathers its PR crisis. If he doesn’t buy the company’s response, neither will customers, vendors and the media.

Too often, crisis PR is captive PR. Everyone on the internal team wants to help the company in its moment of danger, but, paradoxically, that prevents them from doing the best job at it. They’re hunkered down in the corporate bunker, trying to manage the crisis without admitting fault or being too hard on the company or its leaders. Lawyers get in the mix, counseling against admitting error and watering down language as only they can. As a result, the initial response is often inadequate and defensive and makes a bad situation worse.

Angry Arnold does not have that captive perspective. He’s not going to cut the business any slack or worry about making the CEO sweat. He wants the company to come clean, fix the problem, take steps to make sure it doesn’t happen again, punish those responsible, provide restitution, and beg for forgiveness.

Of course, it’s not easy to turn an internal PR employee into an Angry Arnold. He or she might be reluctant to offer frank opinions or go against the C-suite consensus, and might struggle to achieve that critical, independent perspective.

That’s why many companies benefit from using an outside agency for crisis communications and PR. While still loyal to the client, an agency has the independence and perspective to better assess what needs to be done to satisfy the public, customers, stakeholders etc. while also protecting the client.

Unleashing Angry Arnold is no fun. He bruises egos, calls for heads to roll and forces companies to do things they don’t want to do. But he should be a necessary part of any crisis PR team, even if he’s a trusted outsider.

Remember, the C-suite and the PR team are not going to determine if the crisis is handled correctly or not. The public and customers will, and listening to Angry Arnold is the best way to gauge their reaction.

Only Fools Rush In: What Marketing & Communications Professional Need To Know About Threads

Now that it looks like the much-anticipated but always-farfetched Elon Musk vs. Mark Zuckerberg cage fight is unlikely to happen, we’ll all have to settle for X vs. Threads.

By now, we all know that Threads is Meta’s answer to Musk’s struggling X (formerly Twitter), which continues to deteriorate amid plunging advertising revenue and rising hate speech. Threads holds the record for fastest-growing consumer app, jumping from zero to 100 million users in less than a week after its launch in early July.

Threads was billed as a kinder and gentler version than X, or “Twitter without the rough edges or news,” as The Guardian phrased it.

As a quick primer, here are some of the basic facts about Threads:

  • Users log in to Threads using their Instagram credentials and can port over their entire profiles. No Instagram? Then no Threads.
  • After creating a Threads account, users are free to delete it. But doing so also deletes the corresponding Instagram account.
  • Threads can be used only via the mobile app, but a desktop version is reportedly on the way at some point.
  • Threads’ feed is algorithmically organized – not chronologically, as X is.
  • Posts can be up to 500 characters and can include photos or videos that last five minutes.
  • Threads has no search functionality, hashtags, or advertising.
  • It is not available in the European Union due to regulatory concerns.

The waiting is the hardest part
Unfortunately for Meta, what appeared to be an early success story has now crashed down to reality. Following its peak in the days after launch, Threads saw its number of daily users plummet 79% globally in just a month, according to Similarweb. Relatedly, the average amount of time users spent on the app dropped precipitously, from 14 minutes per day down to 3 over the course of just a month.

These early returns don’t mean that Threads is doomed to fail; just that it’s having significant growing pains after dreams of its overnight success proved to be wildly optimistic.

So, with the Threads hype, followed by its near-inevitable crash back to Earth, what is a diligent and curious marketing and communications professional to do? In short, watch and wait.

It is advisable to secure desired usernames while they’re available, but business-to-business companies should not feel compelled to rush in at this early stage to “join the conversation,” especially since the conversation seems to be dwindling. Instead, marcomm professionals can prepare today for a possibly-more-relevant Threads tomorrow by seeking out answers to the following three key questions:

  • Is our target audience here? Admittedly, without search functionality, this one is tough to answer. However, for most business-to-business companies, the answer is likely to be “not yet,” and quite possibly, “never.”
  • Is it worth the effort? Evaluate the time and resources that Threads would require and consider whether they would be more efficiently directed elsewhere.
  • What’s the strategy? Due to the differing natures of the two social networks, posts to Threads should not be mirror images of posts to X. Experts advise producing humanizing content that shouldn’t be only brand-focused.

While Threads may hold some promise in the future for marketing and communications, companies should not feel obligated to jump on the platform simply because it’s the latest shiny object to briefly attract public attention. As Amendola Jodi Amendola shared last year, the PR landscape continues to evolve, so it’s best to take a cautious approach, monitor your competitors’ social activities, and keep an open mind. 

While this approach may lack the excitement of a bloody battle between two petty, infantile, and thin-skinned ultra-billionaires, it’s what makes the most sense for public relations professionals as Threads seeks to gain traction with a business audience. 

Navigating The Changing Digital Health Landscape: How PR Can Help

The media times, they are a-changin’.

With much-needed apologies to Bob Dylan, we are indeed in the midst of a “historic media transformation,” which has created “unprecedented challenges” for leaders and executives across virtually all industries, according to the Harvard Kennedy School.

In an era of political, technological, and social upheaval that has led to disinformation and mistrust, “convincing data and compelling ideas are no longer enough for leaders to prevail in the public square,” according to the Kennedy School.

To cite just one data point that illustrates changing attitudes about media, consider a recent survey from Pew Research Center. The survey found that young adults (aged 18 -29) trust information from social media sites (50%) almost as much as information from national news (56%). This stands in sharp contrast to adults aged 65 and over, with 67% trusting information from national news and just 20% trusting social media.

The healthcare industry is not immune to these seismic changes. For example, digital health companies play a pivotal role in helping transform the industry by making healthcare more efficient and accessible, while improving patient outcomes. Unfortunately, many organizations struggle to rise above a cluttered marketplace to truly make an impact.

However, a comprehensive PR approach can represent the difference between a digital health company getting noticed and falling through the cracks.

 “An effective PR strategy helps organizations get noticed in a packed, multifaceted field like healthcare and find their niche through relevant content and thought leadership,” said Yancey Casey, senior account director. “It also helps address the complex challenges unique to healthcare, such as regulatory and ethical issues, and to communicate the benefits and risks of using healthcare technology.”

“PR helps digital health founders increase their visibility and reach a wider audience, ultimately driving more engagement and adoption of their services and solutions,” added Marcia Rhodes, vice president.

Amendola’s public relations experts bring decades of combined experience and expertise in helping healthcare companies navigate the constantly changing digital media landscape. The following are some best practices shared by our thought leaders.

Stake out a clear position in the market: “Digital health is a crowded media landscape, and having a clear positioning can help a company cut through the clutter,” said Mardi Larson, senior account director. “Be sure to revisit positioning documents regularly – quarterly if possible. Digital health is moving at a rapid pace with new players and new technologies being launched daily, morphing the space at each step, and the fast-paced evolution can impact these foundational communication materials.”

Spread the PR message through multiple channels: “Using a combination of written content, media interviews and social media, PR professionals can showcase the expertise of leaders, their awareness of new trends, their insights on how new trends are impacting the industry, and their predictions for future trends,” said Michelle Noteboom, senior account and content director. “By positioning the organization and its executives as trusted and well-informed industry leaders who are prepared for on-going innovation, PR teams can help build a company’s credibility, attract new partners and clients, and foster customer trust and loyalty.”

Prioritize trust and transparency: “The skepticism surrounding AI has arisen almost as swiftly as the technology itself, compelling stakeholders to navigate through many AI-related claims, some of which may lack precision,” said Janet Mordecai, senior account director. “Drawing from interactions with clients seeking to distinguish themselves amidst the din of AI skepticism, a pivotal strategy has been the creation of lucid and concise messages that address how AI is being used to obtain and integrate patient data in compliance with existing regulations and ultimately transform care. A focused and unwavering public relations strategy is essential to building trust and should center on transparency about a company’s AI technology, processes, and applications.”

And The Award Winner Is…You!

Industry awards that recognize a company’s achievement are a valuable, yet sometimes overlooked, component of a successful PR campaign. Winning is fun – but that’s not the only reason to consider seeking industry recognition for your organization, products and services, and employees.

Winning an industry award is an excellent way to promote your brand and build credibility, as well as strengthen your employee recruitment and retention efforts.

Companies seeking award opportunities have an endless number of options, including awards that highlight specific products or campaigns, or honor the outstanding achievements of an individual or organization.

Not sure that seeking awards is worth the time and effort? Consider some key benefits of winning an industry award:

  1. Elevates your brand. When you win an award, you raise awareness of your company or products in the industry, which is especially beneficial for lesser-known players in the market.
  2. Builds credibility. Winning an award from an independent third party may carry more weight than the words of your best company spokesperson. Many awards include a serious vetting process, requiring the company to provide detailed information on the organization, its products, leadership team and overall success. Having outside validation can help customers and prospects feel comfortable that they are making the right choice when selecting your company and its solutions.
  3. Increases employee morale. Everyone likes a winner, including your employees. Winning an industry award can improve employees’ morale and camaraderie, especially if they are involved in the entry process. Furthermore, being an award-winning organization can help with employee recruitment and retaining existing staff.
  4. Creates new PR fodder. Once you’ve been named a winner, you can get the PR wagon rolling to realize big benefits. Make sure your employees, customers and prospects know about your achievement, perhaps starting with a press release highlighting the news. Add a blog post to your website summarizing the reasons you were selected over other worthy applicants. Consider sending an email blast to further amplify the message with customers, prospects, and investors, and note the win in your company newsletter. Don’t forget your social media channels and ask your employees to repost the news as well.

Once you are convinced of the benefits, you will find no shortage of award opportunities. To narrow your choices, consider your key objectives. For example, if you want to raise awareness of your company and products for potential prospects, awards that are tied to your industry vertical might be the best option. Often these awards are sponsored by trade publications, such as Becker’s Hospital Review and Modern Healthcare for healthcare and health IT organizations.  

If your focus is attracting and retaining top talent, look for awards that honor the achievements of individual contributors, or consider one of the many Best Places to Work awards. Some of these programs are segmented by industry, while others target specific geographic regions.

Another way to find relevant awards is to check your competitors’ websites and see if they have been recognized by any programs that align with your goals. Professional associations, such as HIMSS in healthcare or PRSA in public relations, also have award programs that target the talents and achievements of their members. Finally, if you work with a public relations firm, ask your PR professional to help research opportunities on your behalf.

As you identify options, you will realize that application processes vary from fairly simple online forms with no entry fees, to programs with rigorous guidelines, pricey entry fees, and detailed applications that take considerable time to complete. Before applying, vet the various programs by researching previous winners and making sure the program sponsors adequately recognized winners across social media and/or in press releases. Finally, to ensure success, make sure you dedicate sufficient resources to prepare a high-quality application. And if you need tips for writing an award-winning award entry, check out a few here.

Industry awards can give your business a PR boost that supports organizational goals and raises awareness with your target audience. Winning awards is also fun – but as the saying goes, you can’t win if you don’t play!

Why Down Times Call for More Marketing, Not Less

Tips From The A-Team

The foreman of an orchard reported to the owner that the trees were growing fewer apples and only on the higher and harder-to-reach branches. What should we do, the foreman asked.

Let’s spend less on ladders, the owner said.

That doesn’t make sense, but many businesses react similarly during economic downturns by cutting their marketing and PR budgets, the very things that generate sales and visibility.

We asked our team of experts for their thoughts on why marketing, PR and social media are more important than ever in difficult times. Here’s what they had to share.

A good agency will work with clients to get the most out of a reduced budget, says Senior Account and Content Director Michelle Noteboom: “The right PR team will help you find ways to maximize the value of your PR investment by creatively repurposing well-crafted thought leadership content and earned media placements.”

Tough times often lead to increased competition for a shrinking pie. Doing less marketing puts a company at a disadvantage, says VP Marcia Rhodes: “PR can help differentiate a company from its competitors by highlighting its unique value proposition, featuring its strengths, and showcasing success stories. Effective PR can position a company as a thought leader, innovator, or industry expert, giving it a competitive edge and attracting clients who are seeking stability and reliability.”

Tough times don’t last forever, but tough companies do. Smart companies will take the opportunity during a downturn to position themselves for when the economy recovers, says Senior Account Director Mardi Larson. “Remaining top of mind among your key audiences is important so when conditions improve, they’ll remember you. Plus, with competing companies falling out of the PR field, it’s time to pounce and seize the opportunity to amplify and own your position in the marketplace through earned media,” she says.

“The No. 1 mistake I see companies make during tough economic times is cutting their marketing and PR when, in fact, marketing and PR are what is going to bring your company awareness, which, as we know, leads to business,” says Katlyn Nesvold, Senior Account Director.

An economic slowdown is the time to dig in, says Senior Social Media Account Director Michelle Smith. “In a down economy, investing in your brand and social media presence is crucial for standing out, establishing yourself as an industry leader, and attracting new business opportunities. By creating a unique brand voice and consistently sharing valuable content, you can build credibility and differentiate yourself from the competition, ensuring your business thrives even in challenging times.”

In times of economic uncertainty, businesses want to work with vendors they trust, says Grace Vinton, Account Director and Media Specialist. “Having a solid PR program can help you build that industry trust and help you close the deals you’re trying to close,” she says.

If a downturn prevents a business from creating new marketing content, it can always recycle old material, says Account Manager Maddie Noteboom: “Content marketing can cost far less than traditional marketing, making it one of the most cost-effective methods to connect to your target audience. One low-cost content marketing strategy I recommend to clients is a content refresh. Dig into the archives of old blog posts, ebooks, white papers and infographics, and update them with new insights, fresher graphics, and revamped SEO.”

The experts agree. If you want to harvest apples, invest in ladders.

Kalderos Selects Amendola for Strategic PR Services 

Award-winning healthcare PR agency partners with data infrastructure and analytics leader to amplify thought leadership and company achievements

SCOTTSDALE, Ariz., April 4, 2023 – Amendola, a nationally recognized, award-winning healthcare technology and life sciences public relations and marketing firm, announced today that Kalderos, creator of the world’s first Drug Discount Management platform, has chosen the firm to amplify client successes, thought leadership, and industry best practices.

Amendola is implementing a comprehensive PR plan to demonstrate Kalderos’ industry-leading technology and services, new offerings, accomplishments, customer wins, and industry partnerships.

“Drug discount programs are complex and multilayered, creating challenges for manufacturers seeking to reduce revenue leakage and bolster program integrity,” said Brent Dover, CEO of Kalderos. “Through our partnership with Amendola, we look forward to showcasing how Kalderos’ collaborative network enables drug manufacturers, covered entities and payers to remove obstacles to seamless communication for the good of patients. And there is no better agency to do this than Amendola. I have worked with Jodi Amendola and her team at three other companies over a 25-year span and their client service, industry knowledge and top-notch results are what keep me coming back.”

Welcoming Kalderos to the Amendola agency roster, Amendola CEO Jodi Amendola states, “It is an incredible honor to work with the Kalderos team to educate the industry on how Kalderos’ Drug Discount Management solutions enable manufacturers to verify duplicate discounts, mitigate revenue leakage, and provide true data transparency. The company, the platform, and the people are fantastic, and we look forward to sharing their story to help pharma manufacturers manage drug discounts and reduce noncompliance.”

Kalderos recently introduced Kalderos for Manufacturers, a new portal designed exclusively for drug manufacturers to ensure a simplified, more efficient way to process drug discount claims. The new purpose-built product suite will allow manufacturers to better leverage Kalderos’ one-of-a-kind multi-sided platform proven to improve efficiency across drug discount programs.

About Amendola

Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content, and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.

About Kalderos    

Kalderos is a data infrastructure and analytics company that created the world’s first Drug Discount Management platform, simplifying drug discount program compliance for all stakeholders. The platform applies sophisticated data models and machine learning to identify and resolve noncompliance, with collaboration-oriented solutions built for both drug manufacturers and covered entities. Based in Chicago, Kalderos was founded in 2016 by a team dedicated to reducing inefficiencies in the U.S. healthcare system, empowering everyone to focus on the health of people. More information can be found at www.kalderos.com.

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Media contact:

Marcia Rhodes

Amendola Communications

mrhodes@acmarketingpr.com

What “Earned” Analyst Relations Can Do For You

Many PR and marketing professionals hold the mistaken belief that analyst briefings are pointless unless their company has a paid subscription with the analyst firm. Analyst relations are frequently one of the first items marketers seek to remove from our PR proposals.

We firmly believe it is worthwhile for your organization to conduct an “earned” briefing, similar to the earned opportunities your PR team is actively seeking from the media. This is true even if your organization does not have a paid relationship with an analyst firm. Analysts are typically flexible when it comes to scheduling calls or even in-person briefings, provided the privilege of an earned briefing is not misused. Nonetheless, make sure you have something significant to say, and that you are ready for challenging inquiries regarding the strategy, target markets, clients, and even the financials of your firm.

Executives looking to make significant buying decisions about healthcare technology solutions often rely on analyst recommendations. Several companies rely on the rankings of a well-known analyst firm and send their RFPs only to the top 5 vendors on those lists. It is critically important that your organization is included among vendor recommendations when your prospects check in with analysts.

Yes, you’ll probably have to take a sales call along with the briefing. But the intrinsic, long-lasting value of getting in front of key analysts who decide to make the lineup for recommendations makes that 30 extra minutes listening to a sales spiel about their services and events well-worth the effort. Plus, the media often turns to analysts for expert insights. While analysts usually don’t reference specific vendors in their quotes, you do want them to be aware of your positioning so that when they are quoted in the media, your organization’s vision is helping to shape the thinking behind their comments.

Which are the key analyst firms you should consider targeting for “earned” briefings? In general, the most well-known firms are GartnerAdvisory Board, IDCForresterFrost & Sullivan, KLAS, Chilmark, S&P Global and Signify Research. There are analysts, such as Mike Feibus of FeibusTech, who also write articles for media outlets.

Regular briefings with the pertinent analysts at these firms should be a part of your analyst relations strategy. Several of them regularly attend health tech conferences such as HIMSS, ViVE and HLTH. Your PR team should be making sure you connect with them in person during the show. The meet-and-greet at these shows should lead to a full briefing via Zoom a few weeks after the show.

If there is no opportunity to meet in person, visit the analyst firm’s website to view a list of the reports they intend to release throughout the course of the year. Create a briefing schedule based on these reports and then complete an online form requesting a briefing with the pertinent analyst.

So, you got the briefing booked. Now what? Be sure to read “Analyst Briefings Best Practices” for recommendations to help you prepare, including who should attend the meeting, what slide content to include and how many slides you need, practicing your presentation, and more.

9 Tips For A Great Video Interview

Many of our clients who accept an invitation to appear as a guest on a podcast are shocked when they learn that the interview included a video recording that was uploaded to YouTube. Keep in mind that even if the interview is in podcast form, you should always be ready for a possible video interview. No problem as you frequently use Zoom for calls. Right?

Zoom is undoubtedly the most user-friendly video platform in the world. It enables remote interviews without requiring a complex home studio setup. But there’s a catch: you’re now in charge of your own lighting, audio, and makeup.

Do not fret. There is no need to put in hours attempting to simulate an interview created by a professional company. Get the following fundamentals down, and you’ll exude assurance, polish and warmth.

#1: Learn about the “Touch up my appearance” tool in Zoom. Your video display receives an instant soft focus, giving it a more polished image.

#2: Steer clear of virtual backgrounds. They’re enjoyable with friends and coworkers, but not suitable for interviews with the press. The ideal setting is a neat home office. However, if you don’t have a specific working area, pay attention to your surroundings. A messy bed, an open bathroom door, or a background mirror might be embarrassing. Additionally, look for a location where you can keep out kids, other people, and your pets to prevent this scenario.

#3: Do not position yourself too near the camera. This gives the potential viewer the unsettling impression that a huge face is staring back at them through their computer screen. Put yourself in a position where your head, shoulders and chest are visible to the camera.

#4: Dress in professional business attire. On video, solid blue clothing projects well; however white could make you appear washed out. Avoid wearing jewelry with loud or dangling charms or busy patterns that will draw attention away from what you are trying to express.

#5: Powder your nose and forehead to “de-shine.” Any shine gets exaggerated on video and can be distracting. If you don’t happen to have a compact of powder on hand, crank up your AC ahead of the interview.

#6: Keep looking the audience in the eye. Direct your attention to the camera on the laptop or computer screen. To make sure that your eyes are pulled to the camera, experts advise adding an arrow.

#7: It’s a good idea to write down three important points that you want to remember and set them nearby, out of sight of the camera. It is preferable to glance down at notes rather than up at the ceiling when trying to remember anything. In fact, looking up during an interview makes candidates seem dishonest. To use as “cue cards,” you may also put up your talking points against the side of your camera.

#8: Instead of using your smartphone, use a laptop or desktop PC. Your interviewer will be able to capture you in landscape mode this way.

#9: Always rehearse with a coworker to ensure that all of the above have been taken into account. Your confidence and memory of the information you wish to convey will both be greatly improved by even one practice session.

If you would like coaching on what to say and how to say it during interviews, consider taking some “Media Training.” Everyone gains significantly from it, regardless of how frequently they have been the subject of media interviews. To learn more about our media training programs, contact Amendola at info@acmarketingpr.com.

Best of luck with your next video interview!

Adaptability Is Key To Surviving In The Changing Media Landscape

Blink and the media landscape changes: a magazine goes out of business, one company acquires another, a podcast launches.

Blink again and something else has changed.

In the nearly 20 years since I founded Amendola Communications, the media landscape for healthcare and healthcare technology has changed dramatically. Publications that I assumed would last forever are long gone while others have sprouted in their place. The dominant medium has shifted from print to digital and the lead time for news has shrunk from days and weeks to, well, almost nothing.  

The number of journalists covering healthcare is also greatly reduced. The big publications once had mastheads with multiple editors and reporters; now, most have only a few and they’re juggling podcasting and social media duties along with reporting and writing.

I hate to see any media outlet vanish. That’s partly for selfish reasons; fewer outlets means fewer places we can pitch. But it’s also because I love journalism and I love helping clients get their news out.

But nostalgia is an indulgence, not a business model.

That’s why, amidst all the change, Amendola Communications remains focused on the constants: the need for companies to spread the word about their products and services and the interest in them among the industry. While there might be fewer media outlets now, there is more healthcare news and content than ever before and it’s just as important to get it seen.

So we’ve adapted our approach. Rather than primarily pitching media interviews, we now do a lot more content development where we conceive a story idea, pitch it to a media outlet, and then have one of our writers create a draft that is vendor-neutral and publishable.

Another example of adaptability is how we’ve had to change our approach to media interviews at key trade shows, such as HIMSS, HLTH and others. Instead of only relying on in-person interviews at the shows, we have been super-aggressive in securing more podcast and video interview opportunities for our clients as well as focusing on pre-and-post show news coverage.

We also now operate in a world where clients are less dependent on third-party outlets. Companies have acquired the ability to speak directly to customers through their own blogs, emails, websites, social media, webinars, podcasts and, in some cases, publications. Indeed, consumers now expect a more direct link with and greater insight into the companies they work with and those businesses can no longer depend on third-party media to provide that.

This good news is that this allows businesses to be more creative, comprehensive and in control of how their images are presented and how their stories are told. A big part of what we do now at Amendola is creating content for our customers and advising them on the best format for that information.

In an ever-changing environment, the greatest necessity for ourselves and our clients is adaptability in how we craft and deliver our messages.