Virtual Internships

By: Ashley Paterra and Shannon Larkin, summer interns at Pascale Communications, LLC.

Interning in a virtual public relations agency is a unique opportunity and one that we seized with open arms. While the set-up of a virtual work environment may prove challenging for some, we have found it is a perfect match for us. As first-time interns at Pascale Communications, we have found that there are many benefits of working with a virtual PR firm. This internship has taught us to work independently, define project parameters before commencing on an assignment and to think more creatively.

The means of working virtually differentiate from that of the day-to-day work at an office. Having the ability to work from our home office, while convenient, also allows us to learn in a relaxed, familiar environment. We arrange for occasional in-person meetings with our co-workers to catch up on our progress and talk about upcoming projects. Our day starts just as any other PR professional. We check our e-mails, confirm assignments with our co-workers online, dive into our tasks and meet our deadlines. So far, we gained experience confirming media lists, researching medical conferences, writing pitches and even a few bylines. Each day we are given tasks that help us further understand the “nuts and bolts” of a healthcare PR campaign. We are gaining valuable experience that could not be taught in the classroom.

When compared to some of the internships we hear from our fellow classmates, we find that being a virtual intern has challenged us in a very good way. We take the time to work independently and seek out the guidance of our co-workers when we reach a hurdle. This process has taught us to be better problem solvers and also allowed us to be creative with our projects. The team at Pascale Communications truly supports our development, challenging us to come to a solution on our own. After interning virtually with Pascale Communications, we both agree that we learn more in a private, relaxed environment and have a bigger advantage over those who intern in an office setting. The experience we have gained this summer will carry us into our professional careers.

Keys to success in healthcare PR: maximizing exposure and building relationships with your thought leaders

By: Erin Caffrey, Executive Director, Pascale Communications, LLC

Being successful in healthcare public relations requires the ability to develop and maintain a healthy, responsive and dedicated physician or key opinion leader (KOL) base. Many healthcare PR firms work with physician KOLs to develop releases, facilitate interviews for trade editors or do other promotional activities.

While attention to these seemingly PR101 activities may generate a neutral response from the client, the KOL and the trade press, a successful PR firm actually goes beyond these PR101 tasks. Going above and beyond in this regard includes serving the KOL as a flexible and informed resource that can further enhance the KOL relationship with the company brand, build and maintain respect between the KOL and the PR account person and ultimately, provide creative story angles for editors. It’s a win, win, win!

In fact, we consider this process the art of “physician wrangling.” Success as an effective physician wrangler will net more distinctive, on-message and effective published articles for your client and their brand. It will enhance the company relationship with the physician as well as the editors who will see the PR firm, company and physician as valuable resources – not just promotion hounds.

Tips for successful physician communication include: be informed about the topic you’re discussing (but don’t be afraid to ask questions to understand clinical relevancy better), be flexible with call times (meet the KOL on their time), set clear expectations for article/interview outcomes, follow up after the interview, and once any media is published provide clips for their records and thank them for their time.

Following the suggestions above is not a fail-safe process to a perfect article. There are always contacts that will be difficult to manage in terms of setting up the interview and follow up. However, these steps will net more valuable published articles for all parties involved. The physician, client and editor will all be appreciative that the extra steps were taken. In fact, crazy as it sounds, there will be a point where physicians will actually look forward to the emails from their PR contact as they know they will be managed in an efficient and respectful manner.

Reflections on an Intersection of Generations

By: Deb Holliday

While I am no expert on “generation gaps in the workplace”; I am a living example of a baby boomer in (un)retirement in a team of Generation X and Y co-workers. While generalization should be avoided, there are group traits that cannot be ignored. I found a working understanding is helpful in today's workplace as we find ourselves amongst a diverse employee base.

WHO ARE THEY?
Baby Boomers are described as workaholics, people-pleasers, self-fulfilling, and in many cases, gain their identity through their jobs.

Generation X is defined as the first to be techno-literate. We usually see those of Gen X as multi-taskers who perform jobs quickly and expect feedback promptly, as well as flexibility and autonomy.

Generation Y is characterized by the need to be constantly connected: Internet, cell phone, I-pod, social networking. In The workplace, these individuals seek immediate responsibility, are goal-oriented and have high expectations of self.

WHY IT MATTERS?
Why is this topic of such great interest to me? I am older than my colleagues at Pascale Communications and have, in fact, children the ages of my co-workers. Anyone starting a new position has a certain amount of apprehension associated with the new responsibilities, expectations, but the age differential added a new dimension. The first time I viewed the company website and realized that my photo and biography would be placed next to those of the Generation X and Y colleagues, I thought twice about my decision to accept the offer of employment. Upon meeting my new coworkers for the first time, I was amazed to learn that I was not the only one with an age issue. I heard my youngest colleagues express concern that despite their technological and PR savvy that they may not be taken seriously because of their age and youthful appearance. I'd prefer to be on that end of the age spectrum, but yet I was empathetic to their concern.

My advice for those who may sometimes struggle with generational issues is to be direct, honest, real and appreciative of the assistance that will most assuredly come. Mutual empathy and respect are key in dealing with a wide range of ages and life experience. My experience in working with colleagues from all generations has been remarkably positive. Mentoring is usually thought of to be a transaction between a young, neophyte and an older, wiser, more knowledgeable individual who can show the younger person the “ropes”. It can, I am pleased to report, work the other way as well.

In need of innovation and creativity – step outside your office!

Last week was my first business trip since the birth of my third baby in April. I enjoyed every second, too. Two days, southern California (LA, Orange County and San Diego), jam packed with meetings for current clients, potential clients, former clients and industry colleagues. Included in this mix were two happy hours that netted referrals and general good, relevant industry insights. One highlight was a partnership event that I organized with a publisher contact of mine; we hosted a reception of all of our local contacts that was very successful in terms of cross referencing resources to one another. Feedback from our reception was overwhelming. We linked a lot of our client contacts together, intermingled with new faces and were viewed as more than a business partner – we were a valuable resource with connections beyond the standard PR firm.

At the end of two busy days, I walked away with referrals, mutual respect, accolades, compliments, project confirmations and business cards. Something a full week of work from my office could not have netted. The trip revived me, inspired me and helped line up some new business opportunities for the PC Team.

It’s not a new message, but one that is worth repeating. GET OUT THERE! In a recession, especially after your third child, it would be easy to hunker down in the office and work, work, work. Yes, we need to make sure our current clients are being serviced beyond the norm. We also need to go beyond our office walls, meet people on their terms, get excited about our business, partner with people who support us – never underestimate the power of networking! There is new business to be had. It’s a small world, go meet it!