Health and medical public relations

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Title:

Author:

Riggulsford, Myc.

ISBN:

9780415613309

9780415613316

Personal Author:

Riggulsford, Myc.

Publication Information:

London : Routledge, 2013.

Physical Description:

viii, 189 pages ; 24 cm.

Contents:

Machine generated contents note: pt. I Health PR in context -- 1.What is PR? -- An introduction to public relations -- Modern definition of public relations -- Communications skills -- Profession or trade? -- Stockholm Accords -- What is health and medical PR? -- 2.Health and medical PR sectors -- The five overlapping sectors within society -- A working map for different sectors -- 3.Roles within health and medical PR -- Spokesman, advocate, public speaker -- Expert, tactician -- Ethicist, conscience -- Press officer, press relations manager -- Publicist, promotions, photo opportunities -- Online and social media manager, blogger -- Events, exhibition and conference organiser -- Community liaison, social events, sponsorship and fundraising -- Crisis and issues management -- Internal relations and communications -- Lobbyist, parliamentary liaison, public affairs -- Financial public relations, business-to-business communications -- Speechwriter -- Brand champion, viral marketing --

Contents note continued: Dark arts and dirty tricks -- Critical friend, fool, court jester -- pt. II Media relations -- 4.Getting your voice heard: basic health public relations activities -- Press and information releases -- Press release format -- News -- Headlines -- Notes to news editors -- Contents of press releases -- Timing your press release, embargoes and exclusives -- Distributing your press release -- Press conferences -- Press conferences: what is the reason for your event? -- Press conferences: timetable -- Press conferences: information packs -- Press conferences: checklist and preparation -- 5.Why health is big news -- What makes health news -- News values -- Bad press releases -- 6.Other types of health stories -- Features -- Narrative styles -- 7.New media -- How it all started -- Problems -- Types of social media -- Analysis tools -- 8.Journals -- Peer-reviewed journals -- High impact factor -- Public access to research --

Contents note continued: pt. III Communicating health in theory and practice -- 9.Health and medical public relations planning -- Planning a health or medical public relations campaign -- Elements of a health or medical public relations campaign -- 10.Communication, consultation and access -- Communication theory -- Consultation, public dialogue and independent scrutiny -- Surveys -- Medical, health and science communicators -- Deficit, dialogue and upstream engagement -- Petitions, protests and marches -- Lobbying, thinktanks -- Access: interns, secondments, spads, moles and revolving doors -- Sponsorship -- pt. IV Health and medical PR in society -- 11.Politics, ethics and the media -- Slow-burn issues -- Polarised debates -- Emotions and icons -- NHS issues -- Pharmaceutical company issues -- Political, ethical and philosophical problems: neuroethics -- Academic research issues -- Charities, Churches and NGOs -- Complementary and alternative medicine, placebos --

Contents note continued: pt. V A bit of history -- 12.Health and medical PR: an alternative and potted modern history -- Florence and the PR machine -- Broad Street pump -- Tobacco smoking -- Brands and branding -- Soap and hygiene -- Patent medicines -- Drugs and medicines -- Fresh air, exercise and electricity -- More electricity, mesmerism, spiritualism and pseudoscience -- Bodysnatching -- Dead and undead -- UK National Health Service.

Abstract:

"Health and Medical Public Relations takes a fresh look at media relations and news values. It examines how information about medical research from the academic, pharmaceutical and charitable sectors is disseminated to target audiences through a variety of PR techniques. Scrutinising a wide range of health-related public relations activities, the book combines a critical, analytical and cultural overview of these methods with helpful guidance on their practical application"--Provided by publisher.

Subject Term:

Health Communication.

Public Relations.

Communications Media.

Health facilities -- Public relations.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025593274	659.293621 R569H 2013	1	Searching... Unknown

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Summary

Health and Medical Public Relations takes a fresh look at media relations and news values. It examines how information about medical research from the academic, pharmaceutical and charitable sectors is disseminated to target audiences through a variety of PR techniques. Scrutinising a wide range of health-related public relations activities, the book combines a critical, analytical and cultural overview of these methods with helpful guidance on their practical application.

Key features include:

Advice on how to write and place effective press releases, plan and budget for campaigns, and anticipate responses from different sectors and the wider public Coverage of different types of communication and consultancy, including the controversial areas of lobbying and access to influential policy makers Case studies on the way in which experienced journalists and public relations practitioners gain coverage for their work, with plentiful examples drawn from both recent media scares and long-running issues A survey of the way challenging public relations issues have been perceived in the past, analysing the attitudes of both legislators and the public A user-friendly format designed to reinforce learning, including handy tips, definition boxes explaining key words and concepts, and exercises and reflection points to stimulate group discussion and reflection on specific examples of science and medical PR practice.

Wide-ranging and highly accessible, this book will be an essential resource for undergraduates, postgraduates and professionals learning to specialise in health public relations.