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VNN Media Insider
July 28th, 2011

Dear VNN Member: 

 

It's sure been a busy two weeks at VNN Central...we have just completed several days of video shooting and are laser focused on completing a number of upcoming story resources geared just for you! 

 

In This Issue
Animals in the News!
Notes from the "Belly of the Beast"
Upcoming Events and Reminders
Using VNN Videos Online
How Do You Find Content?
Should You "Friend" Your Clients?
Animals in the News This Week
 

Dollar signCost of veterinary care is continuing to make headlines across the country.  Starting with the Consumer Reports article from several weeks ago, many local TV stations and papers are now "investigating" the cost of care in stories designed to tug at the heartstrings of people.  Again, you can be prepared and even proactive with Message Points that we have available for you.  Reach out to local media, like Dr. Butch Schroyer from Lexington, KY, did and discuss the importance of preventive care! 

 

Do you have less than friendly thoughts about all this new technology that enables us to communicate with clients?  You might not be alone...check out this fun article from VNN member, Dr. Chris Duke in Mississippi, that details how the "old guys" deal with technology in practice!

 

From Australia, we have learned this week that the deadly hendra virus might be naturally transmissible to dogs.  A Kelpie named Dusty was tested and found to have antibodies to the virus.  Although the dog was not sick, authorities have demanded the euthanasia of the dog as a precaution.  Dr. Scott Weese has more in his Worms and Germs blog.  Even though this is happening a half a world away, it is important for all of us to remember, if the media calls, we should not speculate on this case nor should we do anything to generate any sort of public panic.  

 

For routine updates on newsworthy stories and potential social media items, make sure you and your hospital follow our Veterinary News Network Facebook page.  Many of these stories can be found on our "Wall". 

 

 

Notes from the "Belly of the Beast" 

 

  

Tom Dock - Reporter Relations Manager, VNN

 

As a part of our program for our communications extern, from Texas A&M's College of Veterinary Medicine, we spent an afternoon in a major market newsroom. Watching firsthand the beehive of activity at KUSA - the Denver NBC affiliate - was fascinating.  Observing the amazing technology and experiencing the energy level of these news professionals was something that I will never forget!

 

So...why is this important to you? One of our goals is to help make you a great source for your local media and getting a glimpse inside the "belly of the beast" yesterday gave me some interesting insights I would like to share with you.

 

If you have attended any of Dr. Jim's Media Training seminars over the past few years OR if you have taken the ASVJ Examination, you know that reporters and all news people are VERY busy! Dr. Humphries always says "news is NOW" and boy is that the truth. Everything is "urgent" and a bit crazy (kind of like an emergency clinic) and if you aren't ready with what they need when they are, they will quickly move on to someone who is!

 

I saw ALL of this happen in the span of just 4 hours yesterday!

 

Twitter logoThe editorial meeting to plan the 4, 5 and 6 pm newscasts started at 2 pm. It was controlled chaos but it had a purpose and a goal. Producers and reporters were pitching ideas to the news directors who were trying to insure that there were enough resources to cover the various topics. At the same time, most producers had their iPad, tablet, smartphone or laptop open and they were constantly browsing Twitter and Facebook for new "leads". (A great reason why you should be posting our news stories on your social media constantly - BE on their "radar") Nothing was discussed for more than 2-3 minutes and information was flowing fast. Now...throw in some breaking news (car accidents, fires and the chief of safety for Denver resigning suddenly) and the situation actually gets intriguing!

 

We were able to then be in the control room for the 4 pm newscast. Due to automation, this nerve center used to require 6-8 people, but can now be controlled with just 2 or 3.   Plus the producers have less staff and are asked to produce more news content. This means that your media contacts (and the people who make the decision about your story) are busier than ever!!

 

Newspaper BundleSo...how does this help you become a good source for them? First, understand that they are busy and multi-tasking like no other person. So, when they call you to set up an interview, do your best to take that call and help them with the story. The reverse is also true, if you call them to pitch a story idea, get to the point within seconds, hand them 3 key message points and you are done - they can make a decision from there.

 

So you can see, they really appreciate a story that is "ready to go". You don't have to sell them on the whole story - only headline facts. If they like the idea you will have time to give them the full message points (like we produce for you) and they will love you for it.   Plus having these message points to practice your concise delivery is THE best way to prepare and make yourself look like a media pro!

 

Understand that news happens all the time. Don't be discouraged if the story they said they would do doesn't make it to air. They don't discard anything and that story may run at a different time. Often they need more content (slower news day)...and your story may come "back to life". These folks have great "mental Rolodexes" and if you have been a good source who doesn't pester them for "publicity" or worse yet "self-promotion", the odds are good that you will get called some day for an animal related issue. Don't forget, you've made the contact and they will often need a quick response and they have your contact info - they will call you.

 

You might not want to hear this, but these news people are technology and social media addicts. If you can develop a strong online and social presence, they will follow you and use you for story ideas. Not a single one of these folks were without their smart phone at any time yesterday AND they have set up an entire "web" department to monitor and utilize information found online. Bingo - if you want to be in your local media, you must be in the social media flow. Thankfully, you all already know where to turn when you need assistance with social media!

 

One last note: when I asked the news director if having credentials such as an ASVJ certification would make a difference in my credibility with their news decision making, his response was "Absolutely yes!". Dr. Jim and I would again like to encourage you to become ASVJ certified to give you one more edge toward getting inside the "belly of the beast" and delivering your great stories to a mass audience.

 

Let VNN help you do this, and your practice will thrive from publicity you can't buy.

 

 

 

 

Upcoming Events and Reminders

 

Hydro Saucer toy

On Monday, August 1st, our newest VNN story will roll out.   "Top Pet Products" is a fun look at new and unique products for your pets and should be a great way of interacting with your followers through social media.   Be sure to add your own input to the story and see what people on Facebook have to say.   They may come up with some new ideas that we missed and it could be a wonderful way of engaging and interacting with clients and potential clients. 

 

We now have a new resource at MyVNN.com.  Check out our Perpetual Animal Events Calendar!
Sincerely,



ContactsThomas Dock, CVJ
Managing Editor

[email protected]

719-445-7065 

 

 

Dr. Jim Humphries

President/News Director

[email protected]

719-495-2100

 

Using VNN Videos Online and On Your Site! 

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At VNN, we are constantly striving to improve our resources and our services to you, our members.  We want  you to know that we are on your side and will do our best to help with any media crisis or situation that may arise in your hospital.

We would like ALL of our members to take just a few moments of their time and complete a VERY SHORT survey about our VNN resources.

The survey only has 7 questions, mostly multiple choice and will take you less than 5-10 minutes to complete.

Already, in just 2 days, we have received a lot of good feedback from some of our members.  They have proposed new ideas about resources to help with Facebook and other social media updates as well as even offering some advice on how we can best help them.

So, THANK YOU if you have already taken the time to complete the survey!  If you have not had a chance, please visit the link below:

TAKE SURVEY

 

 and give us your opinion.  We greatly appreciate your time and your honest thoughts.  

 

THANK YOU! 

      

How Can  You Find Enough Content for Your Social Strategy?   

Question Mark 

 

It's a common occurrence on many Facebook pages, in Twitter accounts and, most notably, in blogs.

 

WHAT DO WE POST TODAY TO KEEP PEOPLE INTERESTED IN WHAT WE HAVE TO SAY?

 

Finding the right things to write about or post online can be as challenging as getting up the nerve to start engaging online in the first place.

 

So, what can you do to make sure that you always have enough "stuff" to post?

 

A good option is to set up an RSS Reader or some sort of news aggregator that you or a team member scans on a daily basis.  Personally,  I use iGoogle with my Google email account and set up various different feeds devoted to animals, veterinary medicine, news, etc.

 

Let your employees help with the task!  Gather ideas from them at you staff meetings.  See if each employee can give you at least one topic for a status update or a blog per week.

 

Search some of the pet and animal related forums.  Join those that you like and share your expertise.  You might also find some good ideas in the questions and problems other users post.

 

There are many other ways to generate ideas as well, but probably the easiest one for you and the one that will take THE LEAST AMOUNT OF YOUR TIME is to make sure that you are connected to the Veterinary News Network's Facebook page, our Twitter accounts, our PetDocsOnCall.com forum and through our weekly communications.

 

We do ALL of these things that I mentioned above (and a few more), all in the name of making sure that you and your hospital can find the right things for engaging your social network.  

 

If you need ANY assistance at all in connecting with or using any of our resources, please feel free to call or email us at any time!

 

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VNN Member Blogs and Ideas!

Check this space in every newsletter as we will share great ideas and popular blogs or sites from our VNN members.

Today's social media tip of the day comes from our own Brenda Tassava, CVPM, CJV of Broad Ripple Animal Clinic and Wellness Center in Indianapolis.

Should you accept client requests for being "friends" on Facebook?

See her answer in her most recent blog!

 

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