Dec 8, 2022
OVERVIEW:
“Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin
Jason A. Duprat, MBA, CRNA, Healthcare Practitioner, and Host of the Healthcare Boss Academy podcast, sits down with Paul Furiga, President and Chief Storyteller of WordWrite. In this episode, Paul shares decades’ worth of knowledge on Public Relations, such as various PR concepts, how to use PR to gain success, and his take on the difference between Advertising and PR. Tune in until the end and gain free access to a chapter of Paul’s book!
3 KEY POINTS:
- A well-shared story syncs the brains of the storyteller with the listeners.
- Explain your story in layman’s terms to attract those outside your profession.
- Tell people how your unique value is going to change their lives.
EPISODE HIGHLIGHTS:
- He spent about 20 years in Journalism, wrote about 10,000 stories, and edited another 10,000. Along with his Journalism experience, he learned the value and skill of Storytelling.
- He started his own Public Relations Firm in 2002, where he used everything he learned about Storytelling, Journalism, and working with great brands.
- Advertising vs Public Relations analogy:
- Advertising is when you come into the office the morning after your big date and you tell everybody how great you were.
- PR is when you come into the office the morning after your big date and your date tells everybody how great you are.
- With a well-shared story, the storyteller’s and listeners' brains sync up in terms of brain activity.
- Paul and his company practice a 21st Century practice abbreviated as P.E.S.O. - Paid, Earned, Shared, Owned. Every healthcare client Paul works with needs these four categories of content to gain success.
- You may have an idea for a story, and your Public Relations Agency will tell you if that's a good idea or not and help you make an idea, that's not as great as it could be, better.
- Pitching is the Psychology of "When is the right time and right place for the right story?"
- Three categories of measuring Public Relation success are Outputs, Outtakes, and Outcomes.
- Press Releases are good for SEO. When you put a Press Release on the internet, write it in plain, easy-to-understand English that can be understood by those outside your profession.
- You only need to spend a large amount of money if you are making a major national announcement. For regional announcements, there are much more affordable regional distributions.
- The best way to reach Paul would be through www.wordwritepr.com
TWEETABLE QUOTES:
"If you can tell the story of why their life is going to be better or different because of the unique value you bring, you're going to have the best success possible." – Paul Furiga
"Don't ever measure impressions. They are completely 100% vanity and meaningless.” – Paul Furiga
CONNECT WITH JASON DUPRAT:
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RESOURCES:
- Sign up for one of our free business start-up Masterclasses by heading over to https://healthcareboss.org/masterclass/
- Have a healthcare business question? Text me at 386-284-4955, or email me at podcast@healthcareboss.org and I’ll add you to my contacts. Occasionally, I’ll share important announcements and answer your questions as well.
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