Overview
• Drafted and distributed media materials, pitched media and scheduled interviews for the association's board members.
• Provided communications support for the association's legislative priorities.
• Created communication tools and resources for LUGPA members.
• Created communication tools and resources for LUGPA members.
• Launched the association's social media channels–Facebook, Twitter and YouTube–and provided social media support for members.
Media Relations
• Proactively pitched the media to secure positive stories about the integrated group practice model, and why integrated care in an independent practice setting improves quality, enhances local access and decreases costs.
• Provided strategic communications counsel surrounding crises helping LUGPA mitigate negative media exposure.
• Secured positive media coverage defending against negative, inaccurate media coverage.
• Developed bilingual media kits, containing a backgrounder, contact sheet and reporter resource guide.Media Success Spotlight: LUGPA Led National Effort to Fight for PSA-based Prostate Cancer Screening
One particularly important issue for the association was the 'D' recommendation given by the U.S. Preventive Services Task Force (USPSTF) for prostate-specific antigen (PSA)-based prostate cancer screening in May 2012. The association supports appropriate prostate cancer screening and encourages men to speak with their doctor about screening. The blanket recommendation for healthy men to forgo PSA screening would have created a public health catastrophe in five to 10 years if left unanswered.
When news of the USPSTF’s prostate cancer screening recommendation broke, MCG worked quickly to publicly discredit it and educate America’s men and their families. MCG coordinated a national outreach effort, including media interviews with the nation’s top urologists and social media outreach. In addition we worked with the American Urological Association (AUA) and the American Association of Clinical Urologists (AACU) to jointly support legislation reforming the task force: the USPSTF Transparency and Accountability Act of 2012 (H.R. 5998).
When news of the USPSTF’s prostate cancer screening recommendation broke, MCG worked quickly to publicly discredit it and educate America’s men and their families. MCG coordinated a national outreach effort, including media interviews with the nation’s top urologists and social media outreach. In addition we worked with the American Urological Association (AUA) and the American Association of Clinical Urologists (AACU) to jointly support legislation reforming the task force: the USPSTF Transparency and Accountability Act of 2012 (H.R. 5998).
Results:
• Secured significant media coverage in 432 news outlets nationwide, which garnered more than 180 million impressions. Top tier print and electronic media included:
- The Washington Post
- Voice of America
- CBS News
- Inside Health Policy
- Reuters
• In total, LUGPA garnered more than 96,000 impressions on Twitter through USA Today’s #PSAchat, which had a total reach of nearly 4 million. View our Storify report about the Twitter chat here.
• Secured significant media coverage in 432 news outlets nationwide, which garnered more than 180 million impressions. Top tier print and electronic media included:
- The Washington Post
- Voice of America
- CBS News
- Inside Health Policy
- Reuters
• In total, LUGPA garnered more than 96,000 impressions on Twitter through USA Today’s #PSAchat, which had a total reach of nearly 4 million. View our Storify report about the Twitter chat here.
Communications for Legislative Priorities
• Obtained coverage in 26 media outlets (TV, radio, print and digital mediums) nationwide, ensuring LUGPA’s message reached all targeted lawmakers. Additionally, we secured local coverage in 38 of 42 states with targeted lawmakers.
• Developed a grass tops network of physicians, patients, associations and provider groups to respond quickly to media and legislative needs.
• Developed a grass tops network of physicians, patients, associations and provider groups to respond quickly to media and legislative needs.
• Garnered media attention for every legislative topic of importance to the association.
Member Communications, Tools and Resources
• Provided a comprehensive communication tool kit for LUGPA members, which was placed on the association's website. The kit focused on tools for outreach to local media, including media/interview strategies and training, crisis communication training and an introduction to all tools needed to work with the media.
• Created template news releases, sample opinion editorials and letters to the editor for important legislative issues.
• Developed materials, such as office posters, flyers and letters to referring physicians that allowed member practices to localize national issues for maximum effect.
Social Media
We helped LUGPA get in the digital game by launching social media platforms, as well as growing its online presence and engagement.
• Engaged in twitter chats including:
1) USA Today’s #PSAchat, reaching 96,000 accounts within one hour with a total reach of 4 million.
2) #PCchat, a prostate cancer twitter chat that occurred during Prostate Cancer Awareness Month, along with many LUGPA members, reaching 14,000 accounts within one hour.
• Hosted two social media webinars that had participation from more than 50 percent of the membership. In the webinars we provided LUGPA member practices with information to market their practice, as well as respond to important legislative issues on a local level.
• Hosted two social media webinars that had participation from more than 50 percent of the membership. In the webinars we provided LUGPA member practices with information to market their practice, as well as respond to important legislative issues on a local level.
