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January 31, 2012
Fobbing Off the Media Is Unhealthy
 
Long-term care and other facilities for the elderly are highly vulnerable to bad publicity and, too often, may be among the least equipped to handle a reporter's call effectively. Elizabeth Newman, senior editor at McKnight's, a long-term care industry journal, discusses that reality in a post that, by implication, offers media relations alerts for other industries, too.

Don't, for instance, ever have a staffer who, if she happens to pick up a reporter's call, says, "I think you have the wrong person. I am the marketing person." Everyone, including secretaries, should be trained to handle a media call with basic effectiveness, should they find themselves on one. And, of course, there needs to be someone to give a forthcoming reply. A nice post on the perils of trying to get by without an effective PR presence.

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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