Myc Riggulsford - Health Public Relations
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Health and Medical Public Relations takes a fresh look at media relations and news values. It examines how information about medical research from the academic, pharmaceutical and charitable sectors is disseminated to target audiences through a variety of PR techniques. Scrutinising a wide range of health-related public relations activities, the book combines a critical, analytical and cultural overview of these methods with helpful guidance on their practical application.Key features include:Advice on how to write and place effective press releases, plan and budget for campaigns, and anticipate responses from different sectors and the wider public Coverage of different types of communication and consultancy, including the controversial areas of lobbying and access to influential policy makers Case studies on the way in which experienced journalists and public relations practitioners gain coverage for their work, with plentiful examples drawn from both recent media scares and long-running issues A survey of the way challenging public relations issues have been perceived in the past, analysing the attitudes of both legislators and the public A user-friendly format designed to reinforce learning, including handy tips, definition boxes explaining key words and concepts, and exercises and reflection points to stimulate group discussion and reflection on specific examples of science and medical PR practice.Wide-ranging and highly accessible, this book will be an essential resource for undergraduates, postgraduates and professionals learning to specialise in health public relations.
Myc Riggulsford: author's other books
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Health and Medical Public Relations
Health and Medical Public Relations takes a fresh look at media relations and news values. It examines how information about medical research from the academic, pharmaceutical and charitable sectors is disseminated to target audiences through a variety of PR techniques. Scrutinising a wide range of health-related public relations activities, the book combines a critical, analytical and cultural overview of these methods with helpful guidance on their practical application.
Key features include:
- Advice on how to write and place effective press releases, plan and budget for campaigns, and anticipate responses from different sectors and the wider public
- Coverage of different types of communication and consultancy, including the controversial areas of lobbying and access to influential policy makers
- Case studies on the way in which experienced journalists and public relations practitioners gain coverage for their work, with plentiful examples drawn from both recent media scares and long-running issues
- A survey of the way challenging public relations issues have been perceived in the past, analysing the attitudes of both legislators and the public
- A user-friendly format designed to reinforce learning, including handy tips, definition boxes explaining key words and concepts, and exercises and reflection points to stimulate group discussion and reflection on specific examples of science and medical PR practice
Wide-ranging and highly accessible, this book will be an essential resource for undergraduates, postgraduates and professionals learning to specialise in health public relations.
Myc Riggulsford is a science journalist and broadcaster with extensive experience in PR, media training and issue management. He is also a visiting lecturer at the Universities of Manchester, Sheffield and St Andrews.
Health and Medical Public Relations
Myc Riggulsford
First published 2013
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Simultaneously published in the USA and Canada
by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
2013 Myc Riggulsford
The right of Myc Riggulsford to be identified as author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging in Publication Data
Riggulsford, Myc, 1956-
Health and medical public relations / Myc Riggulsford.
p.; cm.
Summary: Health and Medical Public Relations takes a fresh look at media relations and news values. It examines how information about medical research from the academic, pharmaceutical and charitable sectors is disseminated to target audiences through a variety of PR techniques. Scrutinising a wide range of health-related public relations activities, the book combines a critical, analytical and cultural overview of these methods with helpful guidance on their practical applicationProvided by publisher.
I. Title.
[DNLM: 1. Health Communication. 2. Public Relations.
3. Communications Media. WA 590]
362.1dc23
2012044006
ISBN: 978-0-415-61330-9 (hbk)
ISBN: 978-0-415-61331-6 (pbk)
ISBN: 978-0-203-14369-8 (ebk)
For those expecting a conventional academic tome with all the usual references, I did indeed debate writing a book for you that would be stuffed full of source notes, ideas taken from standard texts, and a classic bibliography, until I realised that the references would take up half the allotted word space, and take so long to track down the arcane sources that the thing would never get finished. And as a haphazard collector of unconsidered trifles, many of my original sources are simply lost in the mists.
The advice and thoughts contained in this volume are shamelessly crowd-sourced from the thousands of postgraduate students, postdocs, senior executives, scientists, doctors, engineers, midwives, press officers, and academic lecturers among others, whom I have had the enormous pleasure of meeting, debating with and teaching on media training workshops over the last 30 years. So this tries to be a book of content, not historical reference, and in many cases I simply have no idea where I first heard the idea, meme or telling phrase.
Many other tips will have come as invaluable nuggets from Tim Radford, formerly Science Editor of the Guardian, Nigel Hawkes, formerly of The Times, Steve Connor of the Independent, and David Derbyshire, formerly of the Daily Mail, and the other dozen or so medical and science journalist friends and colleagues I have worked with over the years, and who do a tremendously difficult job every day under enormous pressure. They still manage, on the whole, to get a reasonable first draft of history out into the public domain in a way that their publics and audiences actually wish to hear about this stuff.
If I have inadvertently plagiarised someone or failed to credit an idea, meme, or method to some long-forgotten source, then I am truly sorry, but 30 years of practice at speaking without notes is a long time. And anyway, these days, you can always check my assertions on Wikipedia, where many of my scientist friends and colleagues, who are the anecdotal and original sources of much of my small store of acculmulated knowledge, gallantly spend unsung hours correcting public misconceptions for the benefit of us all.
Without Jon Cope who proposed the original book, but sadly and understandably had to drop out due to a new job and new baby, Dylan Evans who accidentally talked me into it on our Caf Sci trip to Monterrey some years ago, my friend and former director Prof Ben Bradley who gave me my first chance at public relations management, and above all without my friend, work colleague and wife Jenny, this would never have happened.
When I first became aware of the existence of public relations as a distinct activity that grown adults could actually be paid for performing it was still in its early youth as a management discipline. In those dark days it was roughly described as managing internal and external communications, which really meant sending out press releases to the media, and maybe in-house produced newsletters to customers, and possibly letting the staff know stuff too. Or, in radical, bleeding-edge thinking, for campaigning organisations or ones dealing with any sensitive issues, as managing our interests and protecting the organisations reputation.
By 2013, definitions of public relations have become more widely accepted, and the industry has matured somewhat. So, according to the UK public relations industrys professional trade body, the Chartered Institute of Public Relations (at which point I have to declare an interest, as I have been a member for more than 15 years and once gave a breakfast seminar on pressure groups and issue management at their annual conference), public relations is
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