Cue the Eye Roll: What Not to Say to Your MarComm Teams

By Emme Nelson Baxter

4-minute read

Once in a blue moon – well, maybe more often than that – communications and marketing leaders get those cringeworthy tactical requests or responses from their leadership team.

“Just tell that reporter I say, ‘No comment.’”

(Which, of course, is the loudest comment of all.)

We’ve heard all the stories. For 20 years, Jarrardians have worked alongside brilliant healthcare clients across 49 states in high-stakes moments of change, challenge and growth. These leaders understand and have invested in the power of communications to help them reach their business goals and achieve their missions.

MarComm leaders are the strategists and educators who combine the art of storytelling and the science of metrics to drive business. Below, we’re pitching in to provide requesters of those MarComm services with some insight on why certain asks don’t move the ball. And might even induce a heavy sigh.

So, with a smile and a wink, here’s a crash course on what these professionals hope to never hear – and why. And what works instead. Take the advice from two of Jarrard’s top MarComm experts –  Kim Fox and Pattie Cuen – who’ve seen it all, heard it all and always have the right strategic responses.

Media Relations

“Tell them not to run that story – keep it out of the news.” Or perhaps, “Can you get them to change my quote?”

Point 1. There are no secrets anymore. Trying to suppress stories is futile and is likely to backfire, damaging your trust and credibility.

Point 2. Once it’s out there, it’s out there. Don’t expect the media to rewrite history or your quote. The meme is alive.

Point 3. Saying “No comment” is a statement unto itself. It’s a missed opportunity to reinforce the values that drive your business and your commitment to your patients and employees. Not to hide from scrutiny.

Internal Communications

“What do you mean they don’t know? I sent an email.”

Also heard as, “Didn’t we share that six months ago?” Do we need to tell them again?”
One email isn’t adequate. Today’s audiences benefit from multi-channel, repeated messaging. Most effective: tapping and arming managers to cascade and reinforce information to their direct reports.

Marketing

“I know you told the doc she can’t have a billboard, but she’s bending my ear on it. Go ahead and do it.”

This is cousin to, “Why don’t you just throw something together on that?”

MarComm is about discipline. And strategy is everything. Vague requests without rationale, a defined goal, a crisp plan and appropriate budget are a recipe for wasted resources. Is the billboard about retention of a doctor, recruitment or another objective? Make it clear from the start. Decide if the action is worthy. And build from there.

Press Releases

“Let’s send a press release on our new equipment/anniversary!”

First, effective media relations require concerted, purposeful effort. Not a mere one-off, self-congratulatory document sent into the ether with fingers crossed that media would snap it up. (See our colleague Mandi Kane’s media-pitching blog.)

As to the topic of the release? The cold truth is few outside your organization may care about your new robots. But they want to hear about the whiz-bang people on your team who are expertly operating the new technology. Focus on the story element that interests your (and the media’s) audience and advances your brand.

Sometimes, sensing their request is weak, someone might ask, “Can you zhuzh this up?” Look, you can’t put lipstick on a pig. If the content isn’t strategic or legitimate, no amount of zhuzhing will make it effective.

Storytelling

“We’re the best kept secret.”

Or sometimes delivered as, “We just need to get the word out.” These phrases are insulting. However, they may be a sign for you to initiate more market research to better understand your audiences. Are you really a secret? From there, you can sharpen your story. Plus, determine the best channels on which to share – where your target audiences go for info, news and the latest tea.

Telling your story is hard work. It requires daily integration and intentionality, not just a check-the-box effort.

Find ways to make your message relevant and engaging to the people you want to absorb it – whether it’s your workforce, patients or your entire community. While the business of healthcare – versus personal health – may be a lower-interest topic, assuming disinterest is a missed opportunity. Remember who you are speaking to and tailor your messages to that very real audience.

“We need more awards!” and/or “Tell them we ranked in the top 10!”
So this is a little tricky. Some awards are earned. Some are purchased and are light on true merit. The value of the award is wholly contingent on the award’s credibility, relevance to goals and rigor of selection process. Smart marketers don’t waste their budget on participation trophies. Audiences see through those not earned through genuine achievement. Overall, rankings with awards have not shown to be of interest to patients, according to a national consumer survey by Jarrard showing less than 15% cited that as influential.

A Closing Note to MarComm Professionals

Before you bang your head against the wall, remember that every request is a teachable moment. A moment to reframe the request into a reminder that communications and marketing are strategic, intentional and audience focused. And critically, there’s a measurable ROI. Healthcare MarComm teams are focusing their efforts on driving tangible results — building trust, engagement and visibility. It’s a strategy that pays off.