For the 200^th anniversary of Florence Nightingale’s birth, the World Health Organization declared 2020 the Year of the Nurse and Midwife. As the COVID-19 pandemic hit American shores, though, the American Nurses Association (ANA)—which was gearing up to celebrate U.S. nurses—had to quickly pivot in its strategy of reinforcing ANA as the voice and conscience of the nation’s nurses.

The result: At the beginning of 2020, ANA set a goal of earning 800 media mentions. Results were significantly greater, with 1,391 earned media mentions in total. Nearly 90% of the coverage focused on ANA’s advocacy on behalf of America’s 4.2 million nurses during the COVID-19 pandemic.

To achieve its goals, the ANA communications team created an earned media news bureau that distributed 30 news releases and statements on the need for a sufficient supply of PPE, major COVID-19 relief bills, condemning retaliation against nurses for raising safety concerns, defending the rights of nurses and more.

ANA also held a virtual press conference to release the results of its second PPE nurses’ survey. The resulting news coverage was amplified via other ANA channels, including the ANA’s weekday “Smart Brief” newsletter, its weekly Member News e-newsletter and social media posts, targeting ANA’s large social media audience on Facebook, Twitter, LinkedIn, Instagram and You Tube (winning more than 1 million total followers across channels).

Coverage of the efforts included 20 national broadcast placements on ABC, PBS, CNN, FOX News and MSNBC. In May alone, ANA was mentioned in 354 local, regional and national print news articles. One ANA staff spokesperson appeared on a recurring segment on the Russ Parr Morning Show, a nationally syndicated radio program.

Kudos to Joan Hurwitz, Shannon McClendon, Keziah Proctor and Zachary Levine.

Enter this year’s Media Relations Awards by this Friday, April 22, for your opportunity to join the ANA on our list of impressive winners. Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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After two years of pandemic, public faith in the global health system has dropped precipitously.

Fifty-two percent of global respondents said the pandemic “decreased my confidence” that the health care system is equipped to handle major crises. The data come from Edelman’s 2022 Trust Barometer Special Report on health care and trust.

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And the lack of trust is having a clear affect on vaccination rates as the COVID-19 pandemic continues to sicken and kill patients around the world.

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Part of the issue facing health care providers and authorities worldwide is how little health care information is consumed by most people.

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At the top of the list for trusted health care authorities, respondents chose “my doctor,” while health care CEOs, government leaders and journalists were seen as distrusted authorities.

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Employers have also become essential resources for people as they navigate public health information. Per Edelman’s report, eight in 10 employees expect their company to play a meaningful role in good health.

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And to earn trust on public health issues, companies must be ready to address other aspects of health — from pollution to racial justice.

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You can see all the findings from the report here.

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Health care is one of the largest and most valuable industries globally. Pharma revenue totaled $1.27 trillion worldwide in 2020 Latin America is no exception, where Brazil is the highest-value market, followed by Mexico.

The legal framework and the regulations that must be followed in the health sector require a special approach for communication.

At Speyside, we have worked with several health care clients, each one with its own particularities, but that has made us learn how to carry out a comprehensive public relations strategy within these regulations. Below, we share some aspects that we see necessary to consider when communicating for the health sector in the region.

1. A very interesting sector for media

Scientific and technological advances in health are of great interest to the media: the development of new vaccines and drugs, collaborations between key players in the sector, advances or updates in health programs, and recommendations by health professionals on a particular topic. However, it would be impossible to communicate only advances in vaccine development or to hold events around the launch of a new drug or solution. Given this, it is important to continue creating valuable content for the media around a problem and how it can be solved with the help of medicine.

Particularly in this sector, it is vitally important to take care of the way in which messages are conveyed in communication. For example, according to the regulatory framework in Mexico, an editorial piece must avoid any statement that invites self-medication or that could be interpreted as a medical prescription.

2. Integrated approach to communications and government affairs

Given the nature of the sector, perhaps one of the most important aspects to consider is the synergy between communication and government affairs. A well-structured communications strategy can bring attention to a specific health problem, and it may be instrumental to its integration into the public debate. Communication strategies should contemplate mid- and long-term market, government affairs objectives, and all multiple different stakeholders and audiences involved. Companies must also be closely connected to patients’ needs and work in collaboration with the patient community to increase awareness of an unmet need and policy changes required.

These strategies must be designed and implemented in compliance with the legal framework and set the foundations to establish communications channels with policy decision makers and other key stakeholders.

3. Visibility of patient groups

Patient groups and patient needs are key to any health care agenda. We want companies to be sensitive to patient’s health and their quality of life. Understanding their needs and how the health system operates is critical to position a company as an ally for all involved. Additionally, we also want to keep the public informed with scientifically sound information on what new treatment options, vaccines or medical devices can do to change people’s lives. It is important to understand the regulatory and market access environment, as well as the different treatment access mechanisms to avoid creating unapproachable expectations.

Effective communication strategies can create bridges between patient advocates, health care providers, payers and the industry. This can be done, for example, by establishing alliances with patient groups and engaging in conversations with them to understand their current situation and how their needs could be addressed. One can also seek to create ethical partnerships with professionals and leaders to help us disseminate our messages. Having a comprehensive understanding of patients’ daily struggles is key to crafting messages that will ultimately be instrumental to the company’s business.

4. New platforms

The idea is to be where our audiences are, so in addition to positioning strongly in traditional media, we can leverage other spaces such as social media and entertainment platforms, through content formats like live sessions, podcasts, short videos or infographics.

For example, TikTok is the fastest growing platform that can be used as an alternative medium. According to a study conducted by We Are Social and Hootsuite, TikTok already has 1 billion users globally, 45% more than in 2021, and its boom in Latin America is very significant. Unlike what many people think, this platform has become a hub of knowledge in different branches, and health is no exception, with friendly language for the audience and a growing interest in medical issues.

The important thing in the health sector is to prioritize the benefit for end users by communicating what companies do correctly and for the benefit of humanity.

Stephane Samudio is a client services director at Speyside.

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The University of Colorado Anschutz Medical Campus has been producing groundbreaking medical achievements, yet many people, even locally, had not heard about the life-changing work the organization was doing.

It wanted to change this.

The medical campus consists of three institutions, the University of Colorado Anschutz, UCHealth, and Children’s Hospital Colorado, and together, they created the “This Is Breakthrough” campaign, using numerous channels to showcase the work happening within each institute.

Its main video for the campaign, paired with emotional music and scenes of staff working on campuses, highlights the motto: “Walls gone. Barriers down. Blinders off. Brains unleashed. Cures found. Possibilities endless. This is breakthrough.”

So far, 80% of viewers watch the video in its entirety, shattering the original benchmark of 53%. By the end of the campaign, the video view duration of its main video was 87%. This, too, was substantially higher than the 50%–60% benchmark.

This Is Breakthrough has helped unite the doctors, faculty, staff, students and administrators at its three institutions, and it’s instilled a sense of pride.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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How are innovative companies looking to grab audiences and offer value in an increasingly digital economy?

For Lonely Planet, the guidebook company that has been an authority on travel tips and destinations since 1973, the opportunity to offer guidance to travelers navigating an ongoing pandemic is also a moment to test the future of its content. The brand recently partnered with Healthline–a sister brand under the umbrella of its holding company Red Ventures—to create HealthHub, which updates travel guidance on health and safety rules for destinations around the world.

“We saw just a huge opportunity to serve our consumers,” says Nitya Chambers, who recently joined Lonely Planet from CNN to become its new senior vice president of content and executive editor.

“I think what we were really seeing is the health and safety and logistics questions involved in the travel planning process have just multiplied and become more specific than ever.” It was a niche that Lonely Planet was primed to fill.

The new hub will start by covering 20 popular destinations, including Ireland, New Zealand, Aruba, Greece and more. The content coverage will grow over time, and eventually pivot from a focus on COVID-19 to other questions about health and safety that travelers might have.

A new digital moment   

The health hub is far from being Lonely Planet’s first foray into digital content offerings. The brand’s website went live in 1995, and in 2017, its mobile app guides surpassed 1 million downloads. Yet, the hub is an opportunity for content leaders to reimagine the content experience for an increasingly digital audience.

“This digital moment is just an unprecedented moment for the world,” says Chambers. But the challenges remain the same: serving timely, relevant content to audiences “by understanding their desires and concerns.” That focus on reader value is what leads to a digital product like the content hub, rather than letting the technology drive the content.

“It’s a bit symbolic of this moment for Lonely Planet in really thinking about its relationship with its consumers and how we are meeting them in a moment to really serve and meet the needs of the modern traveler,” Chambers says.

Recommit to listening

Chambers highlights how any new content initiative is an opportunity to reengage with your audience to see what they think and what they need. By checking social media and online search trends, as well as through surveys and listening sessions, content creators can reassess their strategic investments.

“For us, we were seeing health and safety logistics in traveling as a top-of-mind concern for our audiences across social and search really just about how to travel, travel responsibly during COVID, and the continued and consistent interest in desire to travel,” Chamber says.

Without that listening—on social media, through search data or elsewhere—an initiative like the HealthHub might have never materialized.

Collaborating across functions

There’s also real value for content creators who can forge partnerships to deliver unique experiences to audiences. For the HealthHub, the ability to merge the expertise of Healthline and Lonely Planet allowed the team to build unmistakable value.

“The opportunity to really come together with Healthline and to intersect our expertise to serve travelers with health information was just something that felt like really uniquely possible at Red Ventures,” Chambers says. “And so I think it was really kind of exciting to envision what that partnership would look like across both of these brands.”

It’s a reminder for other organizations to think about partnerships as a way to not only grow your audience but offer combined expertise that answers essential questions for curious readers.

The other collaboration that shouldn’t be ignored: IT and web development. One of Chambers’ favorite parts about working on the HealthHub has been watching the collaboration between content and product teams.

“It’s never just a content effort,” she says. “It is certainly about product and product design and audience research and audience development—and content as well.”

Content as utility

For Chambers, one of the big takeaways for other brand managers is the way Lonely Planet has embraced this moment of “content as utility.”

“What’s really exciting about this moment in content is that we’re really in this era of content as utility—and travel guidance is really the perfect execution of that,” Chambers says. “It’s service content that can be highly tactical and highly inspirational.”

Chambers has more advice for brands looking to publish useful content:

• Start with your consumer. “There are a lot of ways to engage with your audiences quickly to understand what resonates with them.”
• Know your brand and its mission. What’s the unique value you offer your audience?
• Think about developing content products iteratively. “Double down on what works. Don’t be afraid to say goodbye to the things that don’t.”
• Take some risks—but follow the data. “It’s really about how you’re thinking about guiding your team to balance their creative instincts with data—and being fearless about what evolution looks like.”

How are you reimagining your content for digital audiences, PR Daily readers?

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OMRON Healthcare was on a mission of “Going for Zero” heart attacks and strokes.

To do so, the heart health and wellness technology company developed its wearable HeartGuide blood pressure monitor, and it worked with agency MikeWorldWide to increase awareness of this state-of-the-art device.

Before launching the device, a media preview day was hosted for major tech media outlets to learn more about the product and test it out. Subsequent coverage was then posted across social media to encourage pre-orders.

During the Consumer Electronics Show (CES) the product was revealed and a press release and social media content were shared to drive potential customers to OMRON’s website. After CES, a dinner event was organized for top consumer media, including CNET, Women’s Health and Popular Science. Attendees were able to try out the new device, leading to media coverage.

Coverage at CES received more than 3 billion earned media impressions. Website traffic increased by 500% and sales goals were exceeded by 300%. The HeartGuide also won three prestigious awards during at the event.

Through the program created by MikeWorldWide and OMRON, HeartGuide has also been selected as one of the TIME Best Inventions of 2019 and one of Popular Science’s 100 Breakthrough Innovations of 2019. Each announcement led to a spike in website visits and sales.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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AstraZeneca believes that curing cancer takes more than one company—it takes a community.

Working with agency Zeno Group, the YOUR Cancer campaign wanted to highlight the voices of not only AstraZeneca leaders but oncology leaders throughout the country. To achieve its goal of fostering impactful changes in cancer care across the U.S., four main pillars were decided upon and executed.

YourCancer.org was created to be a central hub with educational resources, the Cancer Community (C2) Awards were created to celebrate unsung heroes at grassroots levels, roundtables were held at the state level and numerous speaking engagements helped elevate the voices of community leaders.

The website now features more than 50 advocacy partners and has had nearly 300,000 page views. The C2 Awards have received more than 220 entries over its two years and 30 million engagements through a variety of media. More than 50 thought leaders and policy makers attended the four roundtables and placements in California Biotechnology Association’s newsletter were sent to every member of California’s State Legislature. An article in Scientific American led to 12 million total impressions, and more than 100 people attended the 2019 Washington Post Chasing Cancer Summit.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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AstraZeneca believes that curing cancer takes more than one company—it takes a community.

Working with agency Zeno Group, the YOUR Cancer campaign wanted to highlight the voices of not only AstraZeneca leaders but oncology leaders throughout the country. To achieve its goal of fostering impactful changes in cancer care across the U.S., four main pillars were decided upon and executed.

YourCancer.org was created to be a central hub with educational resources, the Cancer Community (C2) Awards were created to celebrate unsung heroes at grassroots levels, roundtables were held at the state level and numerous speaking engagements helped elevate the voices of community leaders.

The website now features more than 50 advocacy partners and has had nearly 300,000 page views. The C2 Awards have received more than 220 entries over its two years and 30 million engagements through a variety of media. More than 50 thought leaders and policy makers attended the four roundtables and placements in California Biotechnology Association’s newsletter were sent to every member of California’s State Legislature. An article in Scientific American led to 12 million total impressions, and more than 100 people attended the 2019 Washington Post Chasing Cancer Summit.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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As creatives working in health communications, we only have a few short moments to capture the attention of key audiences to convey important, lifesaving messages.

In a world where we are bombarded with digital content, it feels like an impossible feat: to have people stop and soak in what we have agonized in creating. We struggle to get millions of messages baked into one beautifully nuanced piece of content—and none of it matters if we aren’t even reaching the right people.

Visual storying in health care is about breaking through the clutter to educate and empower individuals to take charge of their own health through purpose-driven messages.

And here is the reality: If our masterpiece passes them by, the consequences are so much greater than the bottom line: lost opportunities for our patient audience to connect to a community, to be more aware and stay informed—or at a deeper level, change their behaviors and perceptions. All of these ladder up to why we as health communicators are here: to help people achieve their best health, and to be an active participant in their own health journey.

With this in mind, how can we tell our stories faster, with more meaning, to the people who cannot afford to just drive on by?

We need to “up” our visual storytelling game. Here are six to do just that:

1. Not every story has to be a ray of sunshine. Sometimes, darker is better. That could be meant literally, with lighting or shadowing, or in terms of the message we are delivering. It is OK if we are showing them something that reflects a more dire version of their lives, if it is authentic and resonates. Drama and tension can help hook audiences in those critical few seconds.

2. Mix your mediums. Incorporate photojournalism with post-modern illustration and stop motion video. Tell each portion of the story in a way that brings it to life in the most compelling way possible.

3. Make it easy to digest. Do not overwhelm with too many on-screen words or competing graphics or visuals—make it a quick read and keep it highly visual.

4. Have a repetitive, memorable and simple call-to-action. The more they see it, the more likely they will be able to follow through.

5. Get the outlandish ideas in front of your clients. Do not spare them from the process. At a minimum, they will get a glimpse into your weird, creative mind. At best, they are willing to go on the journey with you.

6. Regularly engage with your end audiences. Whenever possible, we incorporate the input from real patients and patient advocates, who act as our North Star. Whomever the audience (be it patients, caregivers, health care providers, etc.), stay close with them to ensure your approach and messaging is as relevant and motivating as possible.

Consumers these days are so visually savvy, inundated by Instagram, Netflix, and TikTok. They know what good storytelling looks like, and content creators need to keep up and stand out.

Despite this very text-heavy, non-visual diatribe, I hope that I got you to slow down, peer out the window, and start to picture it all a little differently for the audiences you need to reach.

Colleen Brett is executive vice president and creative director at Evoke KYNE. Connect with her on LinkedIn.

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There are many barriers keeping women from accessing effective birth control—Medicines360 believes talking about them should not be one of them.

The nonprofit pharma company partnered with agency JPA Health to develop the #NotAwkward: Let’s Talk About It campaign. Its goals were to increase relevance of Medicines360 among women aged 18–34 that were researching birth control options, mainly women of color and those with lower incomes because they are disproportionately most affected, and position the nonprofit as a trusted resource for birth control options.

Women were encouraged to share a birth control method they liked using the hashtag #NotAwkward. Those that had not found the best option or didn’t know their options were encouraged to visit Medicines360’s site for resources and talk to their doctor about different birth control methods.

Testimonials and footage showcased personal experiences, custom graphics were created for social posts and hypothetical text conversations were posted, aimed at highlighting that intimate conversations don’t need to be awkward.

Twitter content garnered more than 3.5 million impressions and an engagement rate of nearly 7%. On LinkedIn, it earned 90,000 impressions and a more than 6% engagement rate.

The campaign had a goal of reaching 2 million women in its targeted range—it exceeded that reach by more than 55%. It also received coverage in nearly 40 online media outlets, including Quartz, Teen Vogue and ABC News.

Congratulations to Adam Pawluk, Andrea Fetchko, Akeia Blue, Tiggi Jalloh and Sean Resquites.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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Millennium Health wants to help better identify and treat people who are coping with addiction.

Its clinical team analyzed urine drug tests from January 2015-November 2019 to identify trends in positivity rates of drug abuse as well as emerging threats (Millennium Health Signals Report Volume 2). The team also analyzed unique patient samples from every state across different health care specialties (JAMA Network Open). Both studies found that Methamphetamine and fentanyl positivity rates were rising—drastically.

The team reached out to editors and reporters covering the opioid crisis and illicit and prescription drug use trends. Numerous pitch letters were drafted and distributed. Press releases were distributed on PRNewswire and was followed up with phone calls to all media who received it.

The Millennium Health Signals Report press release resulted in a potential audience of more than 80 million and a total reach of 1.6 million through pitching efforts. Pitching led to coverage in numerous regional and national outlets, including the Associated Press, Bio Space, The Columbus Dispatch and Ohio Health Policy News.

The JAMA Network Open study resulted in a total potential audience of more than 60 million through its press release. There was also coverage in national media outlets such as US News & World Report, HealthDay, Addiction Professional and Pain News Network.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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Florence Nightingale would have been 200 years old on May 12, 2020, earning this year the designation of the “Year of the Nurse.”

UC Davis Health created a campaign to celebrate the work of its nurses and nurse leaders and tell their stories. A diverse group of 35 nurses was identified to be interviewed between April and December 2020 about topics such as why they became nurses and advice they have for other nurses. When COVID-19 hit, the project adapted to include each nurse’s perspective on their work through the pandemic, too.

The project was launched during Nurses Week as a way to celebrate virtually, since in-person events could not happen. Audio clips of these interviews were posted to a blog, and they were transcribed to share there, too. These were also promoted on the hospital’s social media channels.

This was the first audio-only project UC Davis has ever launched, and since its launch, there have been more than 4,000 visits, with more than 3,000 being unique visits. More than half of visitors come back for future views and nearly 5% spend more than 10 minutes on the site.

Social media posts have earned 120,000 impressions, 7,600 engagements and 831 link clicks.

Congratulations to the UC Davis team of Lauren Sudekamp, Cesar Cervate and Sarah Heise.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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Creating a new blog is a tall task—especially when the launch date gets fast-tracked.

Livongo, a platform for people living with chronic health conditions, had unique perspectives and insights to share in relation to COVID-19 happenings, and their dedicated blog would help share them with the world. This made for an accelerated launch.

From its launch in March through June 19, 2020, Livongo published 16 original posts on its new blog. Among the topics of focus were its COVID-19 response, how it uses data science, how it’s working with the Federal Government to include remote monitoring in the CARES Act, a study showing the relationship of stress to diabetes management.

These stories led to coverage in major media outlets, including a feature story in Forbes and Inside Health Policy, as well as multiple Politico stories.

The blog also offers a place to engage with its followers. It’s led to increased brand awareness and provides a powerful tool to share with media, sales teams and investors.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.

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When President Joe Biden set an audacious goal of getting 70% of all U.S. adults at least partially vaccinated by July 4, the country was dramatically ramping up vaccination efforts. Yet, as misinformation and hesitancy have undercut the national vaccination rate, hopes for hitting the president’s goal have faded.

CNN reported:

Dr. Ashish Jha, dean of the Brown University School of Public Health, agrees the country isn’t on track to hit the milestone. “So we’ve got to redouble of our efforts,” he told CNN’s Jake Tapper. “States really have to pick up pace. If we just keep going at the status quo I don’t think we’re going to hit that 70% by July 4.”

Brands have been trying to do their part to boost vaccine uptake by offering incentives from free doughnuts to gratis beer and hard seltzer. States have established lottery giveaways, and some have asked if direct cash incentives were a good idea.

Yet, there have been questions about the effectiveness of these efforts. Data from morning Consult shows that awareness campaigns featuring celebrity testimonials have little effect.

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Even where the data supports giving people money to get the vaccine, there are others who raise concerns about such schemes as having unintended consequences.

To help their respective communities, some PR pros are offering expertise and support.

Gov. John Carney of Delaware turned to the state’s PRSA chapter for help in coming up with messages to drive vaccination efforts in the state. The resulting program, Engage DE, hopes to offer a blueprint for how professional communicators can be a resource to government in the next stages of the fight against COVID-19.

Engage DE is a “forum” where PR pros can offer their insights with government leaders, helping to tweak messages or suggest new strategies in the vital effort to increase vaccination rates across the state.

“Everyone in Delaware knows that our state has a wealth of insightful, helpful, and civic-minded individuals and organizations,” Gov. Carney said in a statement. “I am confident that as more of these forums are held, we will see innovative and practical concepts introduced to state government and that will lead to a more effective and efficient state.”

“The biggest challenge we have right now is the younger set, the, the ones who have stalled on going forward and getting vaccinated and that’s who the office is trying to reach right now,” says Laurie Bick Jensen, president of the Delaware Chapter of PRSA.

“The question is where do we go with it and how do we do it? So we’ve been putting our heads together for that messaging specifically, and it keeps getting better.”

Participation in the forum has been high, with almost everyone on a list of 100 people the governor’s office invited attending the Zoom meeting to discuss messaging and representation.

“Everybody wants to work on messaging. Everybody wants to be represented, which is really kind of interesting and cool at the same time,” Jensen says. It’s a collaboration between PR leaders and community members that allows for a broad range of ideas to be discussed to meet the challenges of tackling the diverse populations of the state of Delaware.

“We’ve got all these community leaders, people who are working with a very strong Creole population here…we have a very strong Latinx population… and they’re all coming with fantastic ideas,” says Jensen. The team is brainstorming how to reach migrant workers who work on farms in the southern part of the state, how to reach farmers who employ these workers and deliver bilingual messages.

For PR pros looking to start similar programs in their states, Jensen recommends relying on personal relationships with government officials. “First thing would be use your network to reach those people find out if there’s anyone within your organization, through that one degree of separation idea might know someone who is affiliated and doing outreach in a very personal way,” she says.

She also recommends making contact through government communications offices. “That’s what they’re there for, frankly,” she says.

Catchy video

Other communicators are looking to reach young audiences with vaccine messages through video. VCU Health has created a campaign that hopes to drive vaccination rates in the state of Virginia.

The campaign highlights the personal experiences of prominent local Virginians to drive home the message that COVID-19 is a serious risk and vaccination is key to fighting the global pandemic. It features the VCU men’s basketball head coach, various sports and music influencers, students, health workers, respected clergy and community members.

Posted in traditional print, television and outdoor media as well as a focused digital and social media effort, the campaign is intended to increase vaccinations in Richmond, particularly among groups with lower vaccination rates: young people, Black and Hispanic populations and small-town, rural Virginians.

Using influence

Another tactic being used to tackle the vaccination rate problem is influencer marketing, with a particular focus on nano- and micro-influencers with key relationships in hard-to-reach communities.

XOMAD has partnered with the City of San José to launch a pilot program that identifies influencers with 1,000-100,000 followers to connect them with city officials to broadcast public health information about vaccines.

“The City is leveraging these trusted messengers’ authentic relationships—specifically with members of the Vietnamese, Latinx and Black communities—to disseminate crucial information about the benefits of getting vaccinated and how to schedule shots by using their own unique voices and stories on social media,” XOMAD shared in a press release.

XOMAD’s Advisory Council tool—which powers the influencer outreach for the city—is another example of PR pros looking to revamp the engagement strategy for government to drive public health performance.

“As we’ve seen in a variety of other cases, XOMAD’s Council is the ultimate democratic tool and platform where government officials and citizens may re-envision civic engagement in the digitally-connected age,” says Rob Perry, XOMAD founder and CEO. “Officials can connect directly with influential citizens, who then create calls to action to help their communities, including for younger audiences to help older relatives who can’t be otherwise reached digitally.”

The takeaway

There is no magic bullet for solving vaccine hesitancy and fighting misinformation. Instead, it will likely take a combination of many efforts, the rising tide that lifts all ships, and will be a collaboration between many independent groups searching for answers in their corner of the country.

Like the story about completing a long journey, the answer to solving the U.S. vaccine riddle is to do it one step at a time.

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Last week, Pfizer announced that its COVID-19 vaccine was proven to be effective in children aged 12-15. Health-focused organizations serving kids and families should prepare a solid communications plan—and soon. Dis- and mis-information, lack of awareness, and depleted trust could (and have) diminish the willingness of our most vulnerable populations to seek vaccination.

Here are some key considerations for building a communications plan that will effectively mobilize these communities:

1. Build protections against mis- and dis-information

As we have seen with the rollout of COVID-19 vaccines for adults, local and national conversations are littered with mis- and dis-information about the vaccine’s effectiveness and safety. The same will apply when vaccinating children.

In communicating to parents and families, having a clear, understandable message will be integral to your campaign’s success. Keep PSAs and other educational outreach concise and specific to your target audience. Additionally, provide a central hub of up-to-date information and developments about your organization’s efforts and vaccine access for those seeking more in-depth resources.

2. Localize your outreach.

Ensure your messaging addresses the specific needs of the communities you are trying to reach and be thoughtful in the selection of your communications channels. For example, if community members rely more heavily on talk radio to get their news, launching a social media ad campaign won’t do any good for getting the message out.

Localization is particularly important when communicating to families. Parents will share information with other parents. Identifying specific news outlets and blogs that your target audience regularly reads, such as “SheKnows” or “Parenting” in the case of parents, will also bolster your message’s credibility.

3. Build trust and credibility through partnerships.

Parents seeking accurate medical advice might be skeptical of public education campaigns around vaccination, given the volume of misinformation about the COVID-19 vaccine. As more information comes to light about children’s vaccine eligibility and access, it will be crucial to partner with well-known (and trusted) organizations in your target population’s communities. For example, you could partner with a local YMCA chapter that holds afterschool programs on a Spotify ad campaign.

Although the next few months will be a challenge to communicate effectively with kids and families, ensuring your public education campaign has clear, localized, compelling messaging will drastically improve its effectiveness.

Kristen Voorhees is a director with Clyde Group.

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Twitter is its own strange arena, with nuances and rules that defy logic and can flummox even the best communicators.

A recent victim of the Twittersphere is Neil DeGrasse Tyson, the astrophysicist known for his work with the Hayden planetarium and programming for PBS. A celebrated communicator in some mediums, the author and public figure offered this seemingly anodyne tweet in defense of “Science.”

The good thing about Science is that it’s true, whether or not you believe in it.

— Neil deGrasse Tyson (@neiltyson) April 11, 2021

Who could disagree with that? Steak-umm, that’s who.

log off bro https://t.co/sf4zLm33Jm

— Steak-umm (@steak_umm) April 13, 2021

the irony of neil’s tweet is that by framing science itself as “true” he’s influencing people to be more skeptical of it in a time of unprecedented misinformation. science is an ever refining process to find truth, not a dogma. no matter his intent, this message isn’t helpful https://t.co/sf4zLm33Jm

— Steak-umm (@steak_umm) April 13, 2021

It’s not the first time the frozen meat company has beefed with Tyson’s tweets:

who cares

— Steak-umm (@steak_umm) November 2, 2018

And Steak-Umm has received plenty of love for its takedown of the renowned scientist.

Seeing a frozen meat company drag @neiltyson for intellectually sloppy thinking is not something you see every day. Worse for NGT, the frozen meat company is correct. https://t.co/AVq9X47MhR

— David Gorski, MD, PhD (@gorskon) April 13, 2021

steak-umm is correct make no misteak https://t.co/u7Iy2b2WRw

— Rachel Feltman (@RachelFeltman) April 13, 2021

Science as a binary of "good" or "true" blurs how science is done and who its done by and for. Those are areas to explore if we want to build a scientific enterprise that is more trustworthy and equitable.

Also – I love this account. https://t.co/amrEnormYP

— Kishore Hari (@sciencequiche) April 13, 2021

Tyson took the conversation to his blog to explain the facts behind his Twitter position:

Science discovers objective truths. These are not established by any seated authority, nor by any single research paper. The press, in an effort to break a story, may mislead the public’s awareness of how science works by headlining a just-published scientific paper as “the truth,” perhaps also touting the academic pedigree of the authors. In fact, when drawn from the moving frontier, the truth has not yet been established, so research can land all over the place until experiments converge in one direction or another—or in no direction, itself usually indicating no phenomenon at all.

Once an objective truth is established by these methods, it is not later found to be false. We will not be revisiting the question of whether Earth is round; whether the sun is hot; whether humans and chimps share more than 98 percent identical DNA; or whether the air we breathe is 78 percent nitrogen.

The exchange reflects the deep limitations that still exist for Twitter as a messaging medium. It offers little opportunity for nuanced debate and incentivizes insults over thoughtful and respectful engagement.

For its part, Steak-umm acknowledges that every step it takes on Twitter is in service of audience engagement and brand performance.

a thread about how all brands that make social/political comments/stances do so to meat a self-interested bottom line, including ushttps://t.co/70vDhR9jY3

— Steak-umm (@steak_umm) January 8, 2021

even when a brand is on the "right" side of an issue, it’s because choosing that side is providing them value. it's not good or bad on its own, it's just self-interest. brands can influence people to move in any direction, but it will always be tethered to their own bottom line

— Steak-umm (@steak_umm) October 28, 2020

And other high-profile accounts are picking up on Steak-umm’s engagement strategy built on meat puns and social media beef:

Hey @profgalloway this mashed up meat whatever product spokesmodel @steak_umm is trying to top you as a business pundit. Let’s outflank, put a steak in the ground and fry him (am pretty certain this meathead is a he). https://t.co/Anb6YXjCPn

— Kara Swisher (@karaswisher) April 13, 2021

Here are some important takeaways from Steak-umm’s Twitter strategy:

1. Don’t be “nice.” Be honest. Steak-umm has found favor with online audiences by offering a clear voice with somewhat radical transparency, acknowledging that its tweets are driven by a desire to sell steaks, not to win the culture wars.

Many brands on social media, from Wendy’s to Steak-umm, have earned consumer acclaim for slinging shade at others online, and Steak-umm in particular has been lauded for calling out hypocrisy, taking stances on social issues and more. Brand managers should note: You don’t have to be nice to everyone on social media, but you should be ready to stand behind your words. 

2. Make your content discoverable. Steak-umm has pinned a Twitter thread that collates the many rants and positions it has offered on things from the history of memes to conspiracy theories and cognitive bias.

this is the official steak-umm thread of threads to organize our top tweetstorm rants from over the years. topics include scientific literacy, critical thinking, memes, cognitive biases, woke brands, polarization, conspiracy theories, and more

steak-umm bless

— Steak-umm (@steak_umm) December 8, 2020

This is a brilliant way to help introduce audiences to an online persona and offer examples of engagement over time that establish your brand voice. Twitter, in particular, is a platform where messages can disappear over time, so make sure to find ways to resurface your best content to build a comprehensive brand presence.

3. Pick a fight. Twitter thrives on conflict, and so establishing a couple of nemeses for your brand could be a good way to build engagement on the platform.

Before this recent blow up, Steak-umm had a long history of going after Tyson:

been beefing with neil for years lol https://t.co/ZSh8Wxsdz6

— Steak-umm (@steak_umm) April 13, 2021

While an astrophysicist might be a strange choice for a brand to go to war with (Wendy’s usually just trolls McDonald’s), there might be other online personalities who could use a skeptical eye from a savvy brand manager.

Broader implications for science and health comms

The exchange between Tyson and Steak-umm, while perhaps frivolous, does reveal a bigger problem that faces communicators looking to deliver messages about science, authoritative information and health policy. As organizations have struggled to convince audiences about the safety and efficacy of COVID-19 vaccines, there might be a deeper lesson about digital communication and explaining the science behind complex real-world problems.

Despite polling that shows how public trust in scientists has remained stable for decades, there are examples where the scientific community has deeply betrayed public trust. Industry lobbyists have paid scientists to sway the findings of important research for decades, and the results have disastrous for health outcomes, climate change and many other issues that are top priorities for today’s consumers.

This is the embodiment of the trust crisis detailed in reports like Edelman’s Trust Barometer. It’s a reminder of the real consequences of diminishing trust—and an example of how communicators must respond to the moment.

First, communicators must avoid sweeping statements such as, “Science is true whether you believe in it or not.” Such grandstanding is meaningless for an audience that doesn’t implicitly trust what you have to say. Instead, you should explain the scientific method. You must acknowledge its weaknesses as well as its strengths. You must acknowledge the times when scientific groups have made mistakes, how human error like racial bias can affect scientific pursuit.

Second, you cannot dismiss skeptics and even malcontents as an uneducated rabble. With the advent of social media, the rabble can drown you out. Only with clear and relentless speech, education campaigns and two-way communication will communicators be able to address the many complex issues the world faces in the coming decade.

Twitter will be one of the places for that discussion, but communicators should come to the platform ready for a fight.

The post Steak-umm goes knives out with its combative Twitter strategy appeared first on PR Daily.

The calls came in one after the other—first in Washington, then South Carolina, then Tennessee and then from around the country. The moments we had been planning for, expecting and dreading for weeks were now happening: Our health system clients were identifying their first COVID-positive cases.

We launched the crisis plans we’d been preparing as incident response centers were set up, and employees were sent to work from home. We could feel the ground shift. This was going to be unlike any crisis we’d faced before. Our mission was of utmost importance. We had to bring clarity and calm to the COVID-19 chaos for a group of clients who were responsible for saving lives.

Making the task even more difficult, we had to do all of this in a new remote world. Many of the normal communications channels were upended and new virtual ones were introduced seemingly overnight. Health communicators across the nation had to figure how to wield these new tools and reach diverse audiences.

Now, a year later, we can contemplate stepping off the crisis rollercoaster.  The end of the pandemic seems to be inching closer, and there is hope for a return to a more normal life.

As we navigate this more hopeful future, here are three lessons—learned in the trenches of health communications—that all communications pros should and retain and practice long after the pandemic ends.

1. Focus on internal communications.

Healthcare systems, such as hospitals and long-term care facilities, have to communicate with many constituencies—patients, family members, community members, referral sources, community partners, employers, public officials and others.  In the pressures of everyday operations, internal communications often falls to the bottom of priority lists during normal times. This was not possible during the pandemic.

As a patchwork of state and local lockdowns went into effect, healthcare workers turned to their employers for information about how to continue work, how to keep safe and how to keep others safe. Healthcare provider systems from around the country were faced with communicating to their workforces about constantly shifting COVID-protocols, without the ability to hold normal meetings or round departments.  Constant, multi-channel communications were a must.

As part of its pandemic response, we helped a leading academic medical center create a series of executive video messages from its CEO to communicate to its workforce. These short, quick-to-produce video messages were recorded via Zoom. Once released, they always included a transcript to aid those who preferred to read the message, and were distributed in multiple ways, including via email, newsletter, native app and website.  This strategy was critical in navigating the pandemic, aligning employee expectations, and strengthening engagement and trust.

And it paid off: Despite an extremely stressed workforce, the health system saw employee satisfaction improve thanks to its commitment to communicate clearly and often.

As we move beyond the pandemic, organizations that maintain a strong internal communications function are the most likely to boost their productivity and morale, and foster greater employee satisfaction and retention.

2. Commit to collaboration.

When the United States went into lockdown a year ago, suddenly government officials, civic leaders, healthcare professionals and CEOs were thrust together on the same dais. As one, they informed the public on how they could live, work and stay safe.

This public/private collaboration—as well as collaboration between competitors—was critical to the public health response. It also led to the speedy development of safe and effective vaccines to combat the virus. How refreshing it has been to see collaboration among peer institutions, public and private entities as they worked together for a common goal. Even recently, watching Merck team up to help produce Johnson & Johnson’s COVID vaccine renews hope in the idea that our sum is greater than our parts.

In the throes of the crisis, healthcare systems had to partner with and learn from each other’s experiences. A leader from one of our national health system clients summed up the experience this way:

We’ve gotten on the phone with as many institutions as we can and said, “What were you doing yesterday that might be of value to us today?” And they are doing the same with us. COVID-19 has created an environment of sharing and learning that is helping us save lives.

As communication professionals, we must continue to foster collaboration in our work. Those of us in agencies can be conveners among our clients within industries. In-house PR pros can reach out beyond their own walls for inspiration and ideas. We cannot let competition stand in the way of connections that may improve our sectors and our world.

3. Re-evaluate crisis plans.

 The pandemic exposed the weaknesses of a lot of healthcare organizations’ crises plans.

From incident command centers that were never intended to exist for more than a few weeks to insufficient channels to reach employees working offsite, the pandemic revealed a lot of problems and gave communicators a crash course in challenges they never thought they would face.

In the aftermath of the pandemic, it is vital that communications teams pause to step back and examine what worked and what did not throughout their pandemic responses.  What communications channels were successful? Which lagged? What new materials could be created today to make for a more efficient response next time? Were there differences between strategies that succeeded and those that did not? Can relationships with peer institutions and community organizations be strengthened in anticipation of another crisis?

As we emerge from the pandemic, communications pros must evaluate new frameworks for how to respond to crisis, both acute and sustained. Take your client or your company back to the drawing board. Establishing new procedures, such as ensuring redundancy in the crisis response with multiple response teams, will help organizations be prepared for whatever happens next.

Nicole Cottrill is health provider services group head at Finn Partners and Rebecca Warren leads the company’s Southeast health group.

The post 3 essential lessons from health communicators to keep you going after COVID-19 appeared first on PR Daily.

Most organizations had some form of a crisis communications plan in place before the COVID-19 crisis upended the world economy. However, fewer teams put that plan into practice with regular risk assessment and crisis drills.

And very few had a specific plan for a pandemic.

In a recent Ragan survey—the 2021 Crisis and Healthcare Communications Forecast—respondents reported having done some preparation for a crisis, but less specific planning around specific risks, much less the unanticipated global health crisis that developed in 2020.

And even though organizations might have had a crisis plan in place, what was the sophistication level of that plan? Did the protocols rely on analytics and measurement, the latest listening tools and data, or were they run on instinct and tradition? While the majority (74%) found analytics very or somewhat important, about a quarter either ranked analytics as not very important or that there was no measurement effort at all. Regardless, the majority of communicators (88%) ranked their response highly effective or effective.

So how prepared are you for 2021? Forty percent of respondents said they were working on a crisis comms plan for 2021, 15% aren’t, 9% are waiting to see what happens and 8% “don’t know.” When asked about their crisis comes budget, 13% predicted an increase, 7% a decrease and the majority (54%) no change.

The issues of most concern to employees going forward are job stability (40%), COVID-19 (27%), economic security and stress and burnout (19%) after months of crisis and working from home. Career growth was ranked as the least pressing of the crises facing employees—though communicators should watch those figures carefully as a vaccine rollout continues in the U.S. and worldwide.

We’d like to thank our survey partners Zignal, Signal AI, APCO, ContactMonkey, MVP/SparkInSight, Aware, Staffbase, Malone Media, Ragan Consulting Group and the Crisis Leadership Network.

If you want to learn more of the insights and lessons shared from our recent Crisis Communications Virtual Conference or Health Care Communications Virtual Conference, you can find those sessions on Ragan Training, our comprehensive library of training videos and conference sessions on demand.

The post Report: 72% of communicators had a crisis plan before COVID—but was it enough? appeared first on PR Daily.

The COVID-19 pandemic has created a new normal for many—but perhaps few people have seen their lives turned upside down quite as much as owners of small service-oriented businesses. Shutdowns to “slow the spread” forced many businesses to close their doors for weeks, or even months.

Even as restrictions have eased, many in service businesses have experienced declining revenue as customers are reluctant to return to their normal routines. It should come as no surprise that 60 percent of temporary closures reported to Yelp have since become permanent. Even big-name brands haven’t been immune.

Despite these challenges, many service brands have been able to thrive in the midst of the pandemic by pivoting to virtual products. By offering their services in a new format that can be accessed digitally, brands can continue to grow and serve their customers.

No matter what your niche, you can make this happen.

1. Find a ‘natural fit’ based on your current services.

Unsurprisingly, your first move needs to be finding a way to itemize your services that lines up with what your business currently does. Your virtual offering should feel like a natural extension of the services you normally offer in-person.

In an e-book published by Vcita, chiropractor and weight loss specialist Dr. Julie McLaughlin explains, “Classes, events, webinars, online workshops and even telehealth appointments—everything goes virtual. If you’re a beautician you’re probably wondering how it is possible to offer customers online services, but at times like this when customers can’t physically come to your salon, they will be eager to participate in workshops on how to make homemade facial masks and keep a healthy skin routine. See the potential?”

When the link is obvious (such as a fitness instructor offering one-on-one training sessions via Zoom), customers will be more likely to “buy in” to the product being offered.

2. Focus on what will truly benefit your customers.

If you’re having trouble coming up with a virtual product that feels like a “natural fit,” focus on your customers. What needs did you previously fulfill for them that are no longer readily available now that they aren’t meeting with you in-person?

The good news for service businesses is that it is easier to go virtual than you might think. Consider how you can deliver the same (or similar) services as you did before in a virtual space, and the answers will fall into place.

For example, a report from SHRM notes how corporate team-building company TeamBuilding revamped its business by going virtual. Kits for team-building sessions would be mailed to participants before the event, which was then held via Zoom or another similar platform. A quick pivot to a virtual model allowed the company to double its pre-COVID revenue.

3. Actively promote your online services.

Once you’ve determined what your virtual product is going to be, you need to actively start promoting it. Start by reaching out to your current customer base through your email or SMS lists. Spread the word through your social media channels. Your current customers are your warmest leads for building an initial revenue stream for your new product.

Some companies have found success by hosting live streams that give potential buyers a taste of what they can enjoy when they purchase the virtual product. This “free sample,” so to speak, will generate interest and help more people learn about your new offering.

Of course, you will likely need to invest in paid promotion to build awareness for your new product. As a Nielsen media report explains, even during COVID, brands should continue marketing and public relations efforts: “When you take into account that it takes up to three to five years of solid and consistent brand building effort to recover from extended ‘dark periods’ of media, marketers who maintain brand equity by adjusting their creatives…are poised to be better positioned following any recovery, immediate or prolonged.”

4. Adjust your website accordingly.

In the midst of fine-tuning your product and promoting it to your customers, you cannot overlook how you will actually conduct your online sales. In the past, many service businesses essentially used their websites as an online brochure. The website was a good place to get some basic information, but appointment scheduling and payments happened over the phone or in-person.

Now that you will be selling virtual products, your website must be adjusted. Fortunately, this doesn’t have to be an overwhelming task. Many service businesses simply add a Paypal plugin to their site, allowing customers to make a secure online purchase.

The copy on your website should be updated to reflect the availability of online products. You should also add a new page specifically dedicated to making online purchases—whether that’s buying access to a webinar or scheduling a time for a virtual appointment.

The COVID-19 pandemic has further highlighted just how much service businesses need to be willing to adapt to survive. As you develop a product that meshes your skills and the needs of your current client base, you will be able to continue to deliver value and even create a new revenue stream.

The post 4 tips for service businesses experimenting with virtual products appeared first on PR Daily.

The COVID-19 crisis has accelerated a mental health crisis, as prolonged isolation and loneliness continue taking a heavy toll. It’s an issue that has been particularly acute for younger people.

As WXOX reported:

The CDC survey found 63 percent of 18 to 24-year-olds reported symptoms of anxiety or depression. Twenty-five percent reported increased substance use to deal with the stress. And 25 percent said they had seriously considered suicide. Brandon Stratford is an education researcher with expertise in youth development and mental health. He says the trends are troubling.

The issue has been hitting employees working from home hard as well, with countless authors offering tips for helping workers avoid “burnout.” For PR pros, and their associated brands and clients, it might feel like the perfect time to share messages about mental health and to encourage those who need it to seek help.

That’s easier said than done.

“One of the biggest communications challenges when it comes to mental health is that the media itself can often be a trigger for people who have a mental illness, and even create mental health issues for those who don’t,” explains Sharon Golubchik, senior vice president for Antenna Health. “Multiple studies have found a strong link between heavy social media use and an increased risk for depression, anxiety, loneliness and suicidal thoughts.”

That means it is crucial to couch your message in positive affirmation and offer action steps for improvement. Simply reminding everyone of how tough it is out there isn’t doing anyone much good.

“Positive and accurate information is more important than ever,” Golubchik says. “Properly educating people with reliable content, instilling hope and positivity, is critical. With people’s online and social media usage only rising, having positive messages to cut through the negativity can have a significant impact.”

Golubchik and the team at Antenna worked on a recent campaign for BrainsWay on the treatment of obsessive-compulsive disorder (OCD), where the challenges of how to publicly address mental health in a responsible and safe way were made readily apparent. One of their secret weapons was to turn to influencers to help share its message. “Influencers often have a very loyal follower base,” says Golubchik. “In order to penetrate key audiences, it’s important to work with people that they respect and follow. But not all influencers are created equal. It’s important to select influencers that align with your brand and target audience.”

In the case of BrainsWay’s #TheRealOCD campaign, Antenna looked to find influencers who were already tuned into the issue of OCD and mental health. “This was important because we knew that their followers would care about a campaign that raised awareness around OCD. This was a campaign geared towards both OCD patients and the general public,” says Golubchik. “In addition to instilling hope in OCD patients – raising awareness around an effective treatment – the campaign also educated the general public about the importance of sensitivity. Just a few simple words like ‘I have OCD’ carry so much more weight than people think.”

Lessons learned

 What were the biggest lessons Golubchik and her team are taking from their latest efforts?

“When it comes to messaging for any area in health care, accuracy and sensitivity are two critical components,” she says. “The same rings true for mental health. Consumers—including those with mental illnesses—are bombarded with content from the media. It is very difficult for anyone to navigate this overload and identify the accurate and reliable information in a sea of misinformation.”

She argues that brands and PR groups who plan to share messages around mental health have an extra duty of care.

“As communicators, it is incumbent on us to ensure that we are communicating in a way that is both accurate and sensitive. Everything we communicate—either directly or on behalf of a client—must be backed by data from reliable and reputable sources.”

That’s music to the ears of PR pros who take ethics and misinformation seriously, and are a great reminder for communicators in every industry. In a global pandemic, every organization should do its part to reduce misinformation, anxiety and the sense of futility and sadness that threatens to overwhelm today’s media consumers. Instead, communicators can focus on hope.

“Our messages have the power to instill hope in people who have mental illnesses,” says Golubchik, whether that entails promoting an effective new treatment or just helping them feel less alone.

Don’t forget to measure your efforts. You can take a leaf out of Antenna’s book by tracking video views, shares on social media, and posts from influencers and associated engagement. However, the most meaningful feedback might come from one-on-one listening sessions.

“While no metrics can measure the true impact, there is nothing more fulfilling than talking to a patient whose life was turned around because of our client,” Golubchik says.

The post How to deliver meaningful, safe messages about mental health appeared first on PR Daily.

Lately, everywhere I look—research studies, articles and books—the word “empathy” keeps popping up. It has me thinking about how most health care marketing and communications could really benefit from a much heftier dose of it.

All too often, health care marketing communications are about the organization behind them and what they want to say instead of about the audience on the receiving end and what they need to hear and experience. (Yes, it’s possible to find the sweet spot that offers both.)

It can be tempting for even the savviest healthcare marketers to water authentic expressions of feelings down to benign platitudes. (You’ve seen all the sound-alike COVID-19 TV spots.) When your messages get watered down, disconnection results instead of the meaningful, resonant connection you seek.

And that leaves you no different than your competition. Here’s why that’s true, and what to do about it:

Consumer trust in brands has collapsed.

Consumer trust in brands plummeted between 2016 and 2018, according to Gartner research. “Ambient trust”—the degree to which people feel the society they live in is one where the institutions they rely on are competent and reliable—dropped across the board for U.S. consumers. During this time, trust in big brands fell 19% for all U.S. consumers, 31% for African-American consumers, and a whopping 36% for Millennials.

While trust itself has tanked, the importance of it to brand choice is unsurprisingly high. In the most recent Edelman Trust Barometer, 81% of consumers said they “must be able to trust the brand to do what is right” to decide to buy it. Note that they don’t just need to trust it to be a quality brand—it needs to do the right thing, too.

So, empathy alone won’t get you all the way to trust, but it is absolutely foundational to becoming a brand that people potentially can trust.

Empathetic access is what healthcare consumers are seeking.

In recent research from Klein and Partners, 1 in 5 consumers said they would switch healthcare providers if their current provider lacked empathy for their current situation. How empathetic are your providers? And how empathetically does your brand speak and behave?

On the most fundamental level, we all want and need to be seen and heard. Thinking back to Psychology 101, it’s the “belonging” and “esteem” elements from Maslow’s Hierarchy of Needs. If a brand or an organization does not speak and behave in a way that demonstrates that they see patients, hear them and understand their point of view, why would they want to possibly engage with them? I wouldn’t. Not would you. Nor would your patient. They would seek care elsewhere or bypass care altogether and remain untreated.

What is empathy? And how do we create it?

Here’s how Psychology Today defines it:

Empathy is the ability to recognize, understand, and share the thoughts and feelings of another person (or animal or fictional character). Developing empathy is crucial for establishing relationships and behaving compassionately. It involves experiencing another person’s point of view, rather than just one’s own, and enables prosocial, or helping behaviors that come from within, rather than being forced.

Empathy, then, comes from insight—the capacity to gain an accurate and deep intuitive understanding of a person or thing, which is why the most effective work starts with gathering clear insights into your intended audiences. Because, again, to connect with people, your communication needs to start with not just what you want to say, but what your audience needs to hear.

Define your brand story.

In his book “Building a Story Brand,” Donald Miller suggests treating your customer—not your brand—as the hero of the story. The brand is simply their guide. The “Story Brand” model is a simple, helpful tool. It can be used to outline a narrative for a brand, a service line, etc.

In the book, Miller further explains: “The only reason our customers buy from us is because the external problem we solve is frustrating them in some way. If we can identify their frustration, put it into words, and offer to resolve it … something special happens. We bond with our customers because we’ve positioned ourselves more deeply into their narrative.” Identifying their frustrations is empathy.

Build empathy statements for everything you do.

Here are a couple of examples:

In this time of COVID-19, marketers may be tempted to say something generic like “We live in uncertain times” that consumers have heard 1,000 times. Instead, marketers should consider saying something empathetic like “We know you may be feeling anxious or afraid right now.” The audience is much more likely to perceive the brand as sincere and trustworthy and to feel seen and heard, and they’ll likely be pleasantly surprised to hear a brand speaking to them in this very human way.

If a health system is creating messaging for a bariatrics campaign, it should consider something like: “We understand how difficult weight loss is, and how frustrated and hopeless you may be feeling about it.” Potential patients will be much more likely to feel they can turn to the system without being judged because it has shown that it “gets” them.

You get the idea, right? Super simple. And unfortunately, often overlooked.

Empathy is a simple key to connection.

A spoonful of sugar may make the medicine go down, as Mary Poppins suggested; however, sugarcoated platitudes will not help a patient or a would-be patient feel understood, respected and able to trust. Only genuine empathy—built on true understanding and insight—will create the connection brands seek. It’s a small thing that can go a very long way towards building brand credibility and boosting patient acquisition and patient retention efforts.

Sue Spaight is director of insights and strategy for Core Health, Core Creative’s specialized marketing practice.

The post Why and how to infuse more empathy in your health care marketing appeared first on PR Daily.

If you want to change health care in the U.S., then helping the men and women who work in health care is a great place to start.

That’s the belief that drives The Robert Wood Johnson Foundation (RWJF), and a philosophy that led to the creation last summer of SHIFT, a web platform where nurses can connect and engage. Through storytelling, SHIFT hopes to lift up the voices of frontline health care workers who are often ignored or silenced.

“Nurses are integral to building a culture of health, but their opinions are often overlooked and their voices dismissed—even within the profession,” says Sarah Natoli, senior content strategist at the marketing agency ReviveHealth, which specializes in the health care space and manages the SHIFT effort for RWJF. The SHIFT initiative hopes to offer a platform for these essential frontline workers to share stories with a wider audience.

SHIFT is part of a longer-term effort, The Future of Nursing: Campaign for Action, a nationwide initiative launched in 2010 by RWJF and AARP that’s designed to harness the power of nursing to help all Americans lead longer, healthier lives.

The SHIFT program covers topics that include bullying, PTSD, burnout and more, as well as discussing issues with a broader public health relevance.

It’s hardly the only attempt to create community around a storytelling initiative, but what is unique about the SHIFT campaign is how it anchors the entire effort around a podcast, “Shift Talk.” The decision to center the campaign on a podcast was based partially on the popularity of the format, but also on the storytelling power of digital audio.

“Regular listeners, a group that is steadily growing, tend to become quite loyal to the podcasts that match their interests,” says Natoli. “They make natural brand ambassadors. The podcast pulls them into our program, and once we have their attention, we have the opportunity to put other related pieces of content in front of them, strengthening our relationship with the audience and providing them with additional relevant resources to share across their networks, like articles and blogs.”

To make the content stick, the podcast producers have found a host and guests with diverse and multifaceted stories. The combination of the interesting story and the hand-in-glove fit that podcasting provides the campaign has led to some early success. “The first episode of the podcast was downloaded more than 2,200 times in about a week of being available,” Natoli says.

Connected to social media

No community building effort is complete without a social media plan. Natoli says that social media features prominently in the content the team is putting out for the SHIFT platform.

“Through our research, we learned that social media is one of the primary places for nurses to connect and share their experiences with each other,” says Natoli, adding that the primary platforms for nurses are Facebook and Instagram. “Therefore, it was very important for us to create both Facebook and Instagram pages for SHIFT and to use these accounts as both connection points with our audience and extensions of our podcast and web content.”

To get the conversation started, the SHIFT team has extracted snippets from its podcasts that can be shared on social platforms, but it has also created some content that has social sharing as its primary goal.

“Our posts are beautifully designed to capture nurses’ attention, and we make it easy for them to consume our website and podcast content by sharing snippets of it on social, along with a few hilarious SHIFT-inspired memes that embrace the dark humor nurses are often well known for,” Natoli says.

The effect of COVID-19

It’s an interesting time to try and tell the stories of health care professionals and Natoli admits that while the campaign wasn’t born of COVID-19’s impact on the industry, it has made the effort timely and more important than ever.

“COVID-19 has thrust nursing into the spotlight, creating the ideal moment to launch an advocacy program to help move the profession forward, not to mention provide much needed support for nurses on the frontlines,” Natoli says.

The team has had to engage with nurses virtually, producing podcasts through a virtual studio and engaging with storytellers from afar. Natoli says the team is hopeful that when in-person gatherings return, the platform will be able to offer new content that will help nurses grow in new ways.

It all comes back to understanding your target audience. “Because we’ve collectively invested so much in understanding nurses’ habits, challenges, and unique interests, we’ve been able to develop a strategic program that feels truly authentic and interesting to everyday nurses,” Natoli says.

However, she adds that creative detail cannot be ignored. “Creative must be uniquely relevant and infused through all facets of the program,” she says. “Sometimes creative is overlooked for programs that are largely driven by social media—but it really shouldn’t be since the creative is often what opens the door for our audiences.”

Measuring success

How do you know if a storytelling campaign is achieving its goals? Natoli says it comes down to measuring “key metrics across a variety of channels.” The team will take into account everything from web traffic to podcast downloads and audience messages on social media.

“Most importantly, we’ll be measuring perceptions and awareness of the key topics and themes that are addressed by our program and that are core to engaging nurses in building a ‘Culture of Health,’” Natoli says. (Building a culture of health is a key theme of the Future of Nursing: Campaign for Action campaign.) Those insights will be gleaned by talking to as many members of the audience as possible, especially on social media, she adds.

“We’ve talked to a wide sample of nurses from around the country this summer,” Natoli says. “Since the podcast has aired, many nurses have reached out to us to express their interest in it and the feeling of connection that is already developing among them. It’s truly an honor and a privilege to share these nurses’ stories, and we are excited about growing the program to the point where the insights we surface in the podcast and through the rest of the program become actionable.”

You can see the platform for yourself by visiting the SHIFT website.

How are you using podcasts and social media to build communities, PR Daily readers?

The post How one podcast anchors a community-building campaign for nurses appeared first on PR Daily.

Over the past few months, health journalists have been put into the limelight as they provide valuable information on the pandemic. Their jobs are crucial for keeping the public safe and informed about what’s happening in the world today.

I recently attended the MED-PR conference hosted by Wynne Events, which connected fellow PR professionals like myself to more than 15 journalists, editors and producers from different publications that report on health, medicine and wellness. At the conference, most reporters agreed that coronavirus makes up at least 85% of their current focus and coverage.

In other words, medical and health writers are slammed. If your news doesn’t relate to something happening within the last hour, they’re likely to consider it old and move on.

But all hope isn’t lost. There are a few things media pros should keep in mind to stand out to health reporters and increase their chances of getting their stories told—even during a pandemic.

1. There is no lead-time. Lead-time is

With the exception of long-lead print opportunities, lead time doesn’t exist in health and medical reporting anymore. Between finding credible and reliable resources and battling rapid news cycles, journalists don’t have time to waste. They need sources, and they need them now.

If you’re pitching a reporter a resource that ties in with the latest COVID-19 development, pitch them as soon as possible. Your pitch should get to the point, make it clear what your resource’s area of expertise is and offer the spokesperson’s availability. Be transparent on how the reporter can get in contact with your expert and how they can navigate setting up an interview. Also, don’t forget to make your subject line clear on what you’re reaching out about. A good pitch is only effective if the email gets opened in the first place.

2. Reconsider timing expert resource guides.

In a pre-pandemic world, evergreen expert resource guides and pitches could be used as a way to build relationships with journalists. Now, unless they’re relevant to a timely news peg, they’ll get lost in reporters’ inboxes. Many health and medical writers mentioned that receiving expert resources pitches are unlikely to get you banned from their inbox (some even mentioned filing these types of pitches away for a rainy day), but they aren’t likely to garner you immediate coverage or a conversation.

Before hitting send on an expert resource guide, do your research. See if your spokesperson fits into the current conversations happening in the media and only pitch them if they have relevant opinions on what’s happening. If they don’t fit into the current media landscape, press pause on sending them a pitch and reevaluate if now is the right time.

3. Assets are your biggest asset.

Due to social distancing guidelines, many reporters are unable to capture photos, b-roll or visuals to accompany their stories. Given that adding images to content can help increase engagement by 180%, reporters risk missing out on the opportunity to tell their story visually.

Compelling visuals are a great way to make your pitch stand out. Work with a photographer or videographer to capture photos and b-roll that can accompany the story you’re trying to pitch. If you’re short on time, most smartphones nowadays can collect high-resolution photos that you can use to send to the reporter.

Another asset that’s in high demand are human interest stories. Reporters are in need of the personal stories of how the pandemic—or whatever is happening in the news cycle—is affecting real people. When relevant, offer to connect the reporter to patients, end users, frontline workers or the day-to-day heroes that are being impacted by the current climate.

4. Keep their audiences in mind.

The first thing you should do before pitching a reporter (pandemic or not) is to look up what they write about and who their audiences are. In general, health reporters for a national newspaper or national television programs are looking for experts to comment on the hard news, whereas lifestyle health publications want to provide commentary on unanswered consumer advice questions. Pay attention to the experts and topics the journalist is covering and make sure your story angles are relevant to them.

5. Pitch non-COVID related news.

Yes, it’s still possible to pitch—and secure—non-COVID related news. Keep in mind that for most daily publications, the news needs to be spectacular or demonstrate a real impact for the populace at large. If there is a new drug development that’s making it to market or an untold story that impacts the health of constituents, you can still reach out to the media. However, be prepared to justify why this news is important now.  As always, research to make sure the reporter you’re pitching isn’t on a hard press deadline or working on a breaking news story.

In addition to national daily publications, long-lead print publications are also interested in non-COVID related news. Given that many of them work on their print issues 4-6 months ahead of the publication date, editors are looking for evergreen stories that will still hold up six months from now.

COVID-19 has inherently changed how we interact with health and medical journalists. But by adhering to these tips you can strengthen your relationships with health journalists, make your pitches stand out and ultimately, secure meaningful coverage for your brand.

Tori Simmons is a Media Relations Specialist at Geben Communication, a boutique PR and social media agency located in Columbus, OH.

The post How to pitch health writers during a pandemic appeared first on PR Daily.

This past spring, the Texas Department of State Health Services (DSHS) jumped on the influencer marketing bandwagon with a campaign designed to educate citizens on the dangers of COVID-19 and share tips to stop the spread. Through a partnership with our team at Markerly and the Sherry Matthews Group, the DSHS was among the first U.S. government entities to use social media platforms and influencers to help spread accurate information with their community.

The campaign, dubbed #HealthyTexas, ran from April through August 2020 and enabled the DSHS to catch the attention of young citizens through relatable, local influencers in a way that traditional PSAs and advertisements couldn’t. The successes and high engagement rates of this campaign are indicative of a new era of social marketing—where municipalities, corporations and government entities seek out influential people from all walks of life who can use their platforms to empower, support and educate peers, rather than simply promoting and selling products.

The challenges

Finding appropriate and meaningful influencers was of the utmost importance during this campaign. We wanted diverse voices representative of Texas who were born, raised and/or currently lived in the state. Since this campaign involved serious health and safety subject matter, it was crucial that all participating influencers practiced what they preached. They needed to be willing to follow the latest local and national public health guidelines (not just in sponsored posts but in their everyday lives) for six weeks following their participation in the campaign. We also looked at every potential influencer’s past six weeks of social media activity to ensure they weren’t involved in any illegal activity or promoting harmful messages or misinformation.

The team quickly quickly found that our vetting process needed to evolve as COVID-19 health and safety guidelines evolved. At the outset of the campaign, most influencers and citizens were adhering to stay-at-home orders, so it was easy to find partners who were on board with the latest guidelines. During this initial wave, posts focused on encouraging followers to do their part to stop the spread, as well as expressing support and sharing relatable stories at a time when many were coping with lifestyle changes.

However, as Texas reopened during late April into May, post messages and influencer behavior had to shift in order to reflect the latest guidelines, including the importance of social distancing, mask-wearing and overall reminders that the pandemic was still a threat. Naturally, we had to be even more strict with our influencer targeting during this phase of the campaign and had to disqualify some who we felt were too lax about these practices.

The tactics

Our ongoing and thorough vetting process eventually brought us to a group of 26 influencers who met the lifestyle qualifications, were keyed in with target demographics including millennials/Gen Z and the Hispanic community, and who abided by health and safety guidelines. Participants ranged from well-known athletes such as NFL quarterback Robert Griffin III, Houston Astros’ Alex Bregman, former MLB player Ivan “Pudge” Rodriguez and Gymnast & five-time Olympic medalist Nastia Liukin, to fashion/beauty bloggers, as well as young TikTok stars including Parker James, Tayler Holder, Jessica Serna and Leena Snoubar.

These influencers know their followings better than anyone, so we wanted to give them as much free reign as possible to craft personal and unique messages that would really resonate with Texans. For some, this meant taking to Instagram to share stories of how they were directly affected by COVID-19 or talking openly about the impacts of the pandemic on their wellbeing and mental health. For others, it was about getting creative and even silly on TikTok, showcasing quarantine dance moves or workout routines. Featured hashtags included #StayHomeTexas, #WeGotThis, and #HealthyTexas and throughout all posts, influencers prioritized reliable information and promoted social good.

The results & a look ahead

Our influencers posted a total of 28 times during the campaign. Videos from these creators amassed 33.5 million views on TikTok and 1.1 million views on Instagram. As of early September, these posts had reached 33 million users and garnered 37.4 million engagements across all platforms.

Through the #HealthyTexas campaign, we discovered that it’s possible for government entities, such as the DSHS, to tap into novel channels of communication and drive truly powerful results without compromising on the quality or accuracy of the messages shared. As we continue to grapple with COVID-19 and a broader fight against misinformation on social media, expect to see more of these tactics be deployed by healthcare and pharmaceutical companies, local and state governments and non-profit organizations to spark awareness and action among young people.

Sarah Ware is Co-Founder of Markerly, an influencer marketing technology partner and platform working with some of the largest consumer brands in the world.

The post How influencers helped save lives during COVID-19 appeared first on PR Daily.

Hello, communicators:

Today is #NationalCoffeeDay, and brand managers have been crafting content in preparation:

No matter how you celebrate #NationalCoffeeDay, we think you’re absolutely awesome! Keep sipping and smiling! pic.twitter.com/zAQ7MdXtGT

— Starbucks (@Starbucks) September 29, 2020

Wake up, it’s National Dunkin’ Day! Give your brain a liquid hug and celebrate with a FREE medium hot or iced coffee with any purchase today, 9/29. Exclusions & additional charges may apply. pic.twitter.com/zMLm62jTRI

— Dunkin' (@dunkindonuts) September 29, 2020

We're celebrating your love of great coffee this #NationalCoffeeDay with 25% OFF all freshly roasted coffee beans when you shop on https://t.co/ynN4SfyiPh, in-store, or via the app for pickup or delivery. Limited time only. pic.twitter.com/GxalZaCTtH

— Peet's Coffee (@peetscoffee) September 27, 2020

Share with us the most clever content you’ve seen for the “holiday” under the #DailyScoop hashtag.

Here are today’s top stories:

Universal Health Services hit with ‘IT security issue’

 The health care system, which owns 400 locations that are primarily across the United States, is scrambling as its computer systems have failed over the weekend due to what some reports are calling a ransomware attack.

 NBC News reported:

Two Universal Health Services nurses, who requested to not be named because they weren’t authorized by the company to speak with the media, said that the attack began over the weekend and had left medical staff to work with pen and paper.

Though news outlets are reporting a potential security breach, the organization has remained tight-lipped.

Universal Health Services issued the following statement on Monday:

The IT Network across Universal Health Services (UHS) facilities is currently offline, due to an IT security issue.

We implement extensive IT security protocols and are working diligently with our IT security partners to restore IT operations as quickly as possible. In the meantime, our facilities are using their established back-up processes including offline documentation methods. Patient care continues to be delivered safely and effectively.

No patient or employee data appears to have been accessed, copied or misused.

Why it’s important: Prepare early and extensively for cybersecurity crises, especially as e-commerce grows and many workforces are remote or hybrid. Work with your IT staff and help your employees to become more digitally savvy in regards to security best practices, and get everyone on your team involved with (or at least aware of) your crisis plan.

TACTICALLY SPEAKING 

Japan Airlines announced that it’s removing the phrase, “ladies and gentlemen” from English in-flight announcements to promote inclusivity. Announcements in Japanese won’t change, as those greetings are already not gender specific.

 The New York Times reported:

Mark Morimoto, a Japan Airlines spokesman, said on Tuesday that greetings and announcements in English at the airport and in the cabin would use gender-neutral language such as “all passengers” or “everyone”—or avoid gender-specific phrases altogether—from Thursday.

“We aspire to be a company where we can create a positive atmosphere and treat everyone, including our customers, with respect,” Mr. Morimoto said in an email.

CNN Travel reported:

Yutaro Iwasaki, publicist for JAL, told CNN Travel that “we have been promoting diversity in the community since 2014, and this is one of our actions taken to treat everyone (the same) regardless of gender.”

Airlines such as Easy Jet and Air Canada have also removed the phrase from its announcements. You can do the same by considering changes you can make to your internal and external announcements to make your messages more inclusive and welcoming.

MEASURED THOUGHTS

 Allocadia’s “State of Spend 2020 Marketing Investment Benchmarking Report” revealed that nearly half (45%) of organizations cut PR budgets by more than 20% from 2020’s first quarter to its second, and forecasts don’t see that money coming back for the third quarter.

Instead, organizations are investing more than ever in content marketing, with 39% reporting at least a 20% increase:

Image courtesy of Allocadia.

 With more increases for content marketing budgets on the way, communicators would do wise to hone their content creation and distribution skills, especially on digital channels.

 You can read the entire report here.  

CRISIS LEADERSHIP NETWORK

Looking for more insight on how to address the current global crisis and lead your organization into a strong recovery?

via GIPHY

Join Ragan’s Crisis Leadership Network to network and brainstorm with peers, get the latest intelligence and research and start to strategize for the future of your organization.

Learn more about this exclusive membership here. 

JPMorgan Chase tells consumer employees to WFH until 2021

The financial institution told employees in its consumer department that they’ll continue to work remotely until next year.

Bloomberg reported:

The directive, which was communicated to staff in several memos Monday, applies to most U.S.-based employees in the consumer unit who have been working remotely to help stem the spread of the coronavirus. It excludes branch workers and some in operations, according to a person briefed on the staffing plans. The consumer and community banking unit, which operates primarily in the U.S., has 122,089 employees, the most of any of the firm’s divisions.

 “Generally, anyone working remotely today will continue to do so through the end of the year, assuming we can maintain productivity levels,” according to one of the memos, which was seen by Bloomberg. “Our overall productivity levels have remained high. That’s remarkable and something that should make us all proud.”

Why it’s important: As the COVID-19 crisis continues, return-to-work strategies are being amended and overhauled. Plan to the best of your ability using data and incorporating local regulations, but remain flexible. Your strategy will probably change as you adapt to the changing landscape and respond to additional news.

DOWNLOAD OUR REPORT 

Though 70% of communicators are not looking beyond 2020 in terms of strategic planning, they also don’t expect our current state of crisis to ease up by the end of the year. Operating in a constant state of crisis and rapidly responding to events throughout the world are top challenges for communicators, our recent report, Ragan Survey of Internal Communicators, revealed.

via GIPHY

The survey sheds light on top challenges, with insights including top issues, what the “return to the office” looks like, which departments internal communicators will collaborate with the most and more.

To learn more about how to rise to the challenges facing organizations across industries, join us at Ragan’s Internal Communications & Employee Experience Virtual Conference on Oct. 14. You’ll learn from internal and employee communications experts from National DCP, Deloitte, Charles Schwab, American Psychological Association and more.

Download the report here.

EDITOR’S PICKS 

For many communicators, family pets have become work colleagues as work-from-home plans continue. This means we’ve been seeing co-workers’ cats and dogs over video calls and hearing their excitement or frustration at the new routine from COVID-19.

via GIPHY

Consider these items to make your pet happy (or you laugh):

• SmartyKat’s electronic toy will keep your feline busy while you’re in meetings.
• Trixie’s “Poker Box” dog activity toy can help sharpen your dog’s mind as it entertains.
• You might see your dog on Zoom less if you get a comfy bed from
• Uncover if your cat is plotting its revenge—or gift this book by The Oatmeal to a colleague.
• Check out PetSmart’s “Costume Shoppe” to deck out your pet for your next Zoom call.
• Grab a healthy snack (such as a Greenie) for your WFH pal from

 SOCIAL BUZZ

 WebMD grabbed a lot of attention on Twitter with its recent chai latte instructional video:

https://twitter.com/WebMD/status/1310187541660930051

However, most of the conversation was negative, with many Twitter users pointing out that the recipe bore little resemblance to a cup of chai from India:

Three bags of black tea in two cups of water and they end up with that light shade of brown tea? https://t.co/CjcZjkfL6F

— meetasengupta (@Meetasengupta) September 27, 2020

Hello WebMD! This is neither chai nor latte. https://t.co/9xIZsGf21w

— Dr Nandita Iyer (@saffrontrail) September 28, 2020

What on earth are you making here, chai or potpourri?? https://t.co/3Pe6PuU7fh

— Kabir Taneja (@KabirTaneja) September 28, 2020

https://twitter.com/binaryfootprint/status/1310585502274187264

The blowback highlights the importance of considering cultural mores, cusisine and traditions before creating content or jumping into a conversation. It probably would have worked out better to highlight an authentic chai latte recipe—and WebMD could have also amplified an Indian voice in the process.

WHAT YOU SAID

We asked if your organization is involved with messages, campaigns or partnerships that encourage people to vote, and more than half (53%) said no, while 21% said that though their organizations’ aren’t involved, employees can speak out. However, roughly 26% said their brands have shared messages or have partnered with organizations to encourage voting:

Is your organization involved with messages, campaigns or partnerships that encourage people to vote?

Share your efforts below and we'll dish in tomorrow's #DailyScoop.

— PR Daily (@PRDaily) September 28, 2020

Is there a question you’d like us to ask in an upcoming poll? Let us know!

SOUNDING BOARD

Is your desk messy or clean?

Communicators, is your desk messy or clean?

Share your experiences with us below and we'll share in tomorrow's #DailyScoop.

— PR Daily (@PRDaily) September 29, 2020

Share your thoughts with us below and under the hashtag #DailyScoop.

Editor’s note: Ragan Communications may earn a commission through our affiliate partnerships when purchasing items in our content.

The post Universal Health Services scrambles after alleged ransomware attack, Japan Airlines removes gendered language and JPMorgan Chase’s WFH update appeared first on PR Daily.