Media Tools to Raise Awareness
Media outreach is an excellent strategy for reaching patient audiences. The content on this page is intended to help raise awareness of atrial fibrillation in your community through various media channels.
The goal of an atrial fibrillation (AF) campaign is to educate patients and caregivers about the impact of AF and the treatment options available to them. Whether your institution plans to host a patient education seminar or simply increase awareness, the resources on this page will help you along the way.
Media Relations Critical Success Factors
To entice local media outlets to cover AF, consider the following criteria for a good media story:
- Offer a locally renowned physician spokesperson for media interviews (Note: If your institution is also holding an event, have your spokesperson be the same physician who will lead the seminar).
- Offer a compelling local patient spokesperson who was treated by the physician spokesperson (Note: If your institution is also hosting an event, consider your spokesperson to be the same patient who will speak at the seminar).
- Provide local statistics on atrial fibrillation (e.g., how many people are affected with the disease in your region).
- Present a timely news hook (e.g., September is National Atrial Fibrillation Awareness Month).
- Highlight recent trends in the disease space (e.g., a recent study in an industry journal).
Media Relations Tactics
While there is a broad range of tactics you can implement, if you have limited time, focus on these key outreach elements:
- Send an email with your story idea to your list of local healthcare and/or feature reporters/producers/bloggers.
- Follow up with a phone call to verbally pitch the story and secure their interest/schedule interviews.
- Prepare your physician and patient spokespeople for media interviews.
- Make sure you’ve given your spokespeople the following information:
- Reporter’s name
- Name of the media outlet
- Type of questions that the reporter will ask
- Logistical information (timing/location of interview; dress code if it is a broadcast interview, etc.)
- Conduct a brief message training session and practice interview prior to a real media interview so they can think about what they want to say (key messages) and how they want to say it.
Additional Media Resources
Several materials are available to hospital public relations staff for the development of media materials, or for supporting media requests for information:
- News release announcing your institution's use of Arctic Front Advance™
- Atrial fibrillation fact sheet
- Arctic Front Advance product backgrounder
- Newsletter article/blog post about cryoablation at your institution
- Sample social media posts on cryoablation and AF
For additional media resources, contact Lauren Mueller in Public Relations.