Is Your Pitch DOA?
Q&A with Health Columnist Dr. Rallie McAllister
Dr. Rallie McAllister writes the nationally syndicated column "Your Health by Dr. Rallie McAllister." The good Doctor diagnoses PR and tells us how to prevent a story from being DOA. Here is the interview, taken from Schwartz Communications PR Perspectives newsletter, Vol. 2, Issue 4.
Schwartz: Can you describe what kind of health stories you look for?
McAllister: My goal is to write stories that inform and inspire my readers. It's fun to share the fascinating results of a recent clinical trial or news of an exciting medical discovery. The real challenge is to show readers how the information directly impacts their personal health or happiness, and then inspire them to take some kind of action. I'm trying to write stories that, once read, will compel readers to make positive changes in their lives. When it comes to health-related news, readers have one major question: "Why should I care?" If the story answers that question clearly and convincingly, it's likely to be a good one.
Schwartz: What makes for a good story (compelling patients, FDA decisions, published studies)?
McAllister: Facts, figures, and FDA rulings provide an important factual foundation for health-related articles, but you can't really count on any of these elements to inspire readers or motivate them to change. Readers want to be informed and educated, but they also want to be moved. That's why patient stories are so effective. When readers learn about the struggles and successes of real people, they instantly begin to relate and identify with them. Now, the information isn't just an abstract idea that barely registers in readers' brains, it's something far more powerful and unforgettable. It's a concrete reality that they've embraced with emotion and experienced in their hearts. Compelling patient stories help readers make an important connection, and to take ownership of the message you're delivering. These stories drive readers to say, "Hey! This is something that could happen to me, too."
Schwartz: Do you have go-to sources that you speak with regularly? What makes for a trusted source and/or great interview?
McAllister: My articles tend to have a relatively narrow focus-I'm trying to deliver a single message clearly and convincingly. Ideally, I'll interview one expert who is a recognized authority in the related field, and one patient whose life has been changed. This gives the article a greater depth, and a balance between facts and feelings. Trusted sources are professionals who have great expertise, education, or experience in the related field. I think readers attach far more credibility to experts who have a professional or academic interest in the topic, rather than a financial interest.
It's a wonderful experience to interview experts who are also believers, especially when their beliefs are backed by solid evidence. Great interviewees speak in two languages. One is the slow, patient, explanatory tone of a teacher, to ensure that the writer understands the story, gets the facts straight, and loses nothing in translation. The second language consists of powerful sound bytes, buzz words, and catch phrases that the writer can plug into the story to drive home important points.
Schwartz: Is the emerging trend towards playing a greater role in managing one's own personal healthcare changing the way readers consume health news?
McAllister: For better or worse, the once sacred doctor-patient bond no longer exists. Managed care and medical malpractice have basically pitted physicians and patients against each other as "healthcare providers" and "healthcare consumers." In the past, patients trusted doctors with their lives-literally. Now, modern day healthcare consumers consider themselves to be the captains of their own ships. They no longer rely exclusively on their doctors for medical information, and they're often skeptical of their physicians' decisions and diagnoses. These days, the media is the universal source of second opinions. Readers are careful, conscientious consumers of health-related news, and they consume it as if their lives depend on it.
Schwartz: What is the best way for PR professionals to reach you with story ideas?
McAllister: I'm always excited to see the words "I've got a great idea for a story..." in my e-mail. My address is www.rallieonhealth.com, and I welcome correspondence.
Tags: Healthcare+PR, Medical+Device+PR, Medical+PR, Online+PRPosted by Shawn Whalen on June 26, 2006 at 3:37 PM
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