Looking Ahead...VNN in 2013

Thomas Dock CVJ
Managing Editor, Veterinary News Network
Practice Manager, Mobile PetDocs
Board of Certification, American Society of Veterinary Journalists  

As 2012 comes to a close and VNN continues into its eighth full season of helping you use and understand the media, I wanted to take a moment to both remind everyone of what VNN offers as well as look forward to new resources and ideas in the coming year.

Since 2005, VNN has provided hundreds of veterinarians a wealth of professionally created resources that are designed to make interactions with your local media (and now, social media) easier and less time intrusive.  Each month, VNN produces two new "stories" that include print resources, radio message points, client friendly "tip sheets" and one of those stories each month will also include a 2-3 minute video.  These resources are designed to present valuable information about animal health or veterinary medicine in a way that's easy for you to edit and customize for your individual practice.

Looking forward to 2013, we will continue these efforts, but our videos and stories will have a different look and a little different angle.  We all know that "news" items will capture people's attention, but having a great library of articles and videos about veterinary medicine and proper pet care is essential in this expanding world of web-based media and information.

As you have already seen with our most recent story release, our videos no longer have the opening and closing on-cams with Dr. Humphries.  We purposefully did this to make it easier for you to incorporate the VNN videos on your website.  Also, although we will always stand ready to produce needed news stories, our topics will now focus on the important, day to day aspects of veterinary practice...in other words, the things that help make the front door swing.  Here is a tentative schedule for the next four months:

January:  Cryosurgery (video story) and Pet Medication Errors (print)

February:  Dental Disease is Common, Hidden and Serious (video)

March:  Feeding Bones is An Expensive Gamble(video)

April:  Overweight Pets and How You Can Help Them (video)

Dr. Humphries and I are also engaged in practice on a weekly basis, so we can appreciate what we hear from members about the challenges of trying to reach out through the media and still provide for your clients and patients.  We are working hard to find new and creative ways for you to effectively help you with this dilemma.   Watch for upcoming articles from Dr. Humphries on "personal marketing" and best practices for the newest social media tools.  We also continue to add to the Media Training Library at MyVNN.com so that you will always have access to ideas on interacting with local, traditional media and engaging in "new" media. In 2013, we hope to renew our series of media training webinars and videos.

Since our switch to a membership supported organization in 2010, I am VERY proud to relay that VNN is continuing to grow and expand our reach.  We now number more than 300 veterinarians and other animal health professionals and count the majority of state VMAs as members too.  So far, during this 2012 renewal time, we are exceeding a 97% renewal rate.  Dr. Humphries and I are extremely pleased to be working with all of you and we are grateful for your continued support and trust in our work.

We are looking forward to a very successful 2013.  Many of our members have asked how they can help us, so I have created a short list of ideas for you:

1)    Help us create new story ideas and message point resources...in other words, for WHAT topics do you need us to generate story resources? (Thanks to Dr. Roger Redman in Ohio for sending us the idea for videos about "The Day Your Dog Gets Neutered", etc).

2)    Use the VNN resources on your website and in social media.  If you aren't sure how or have questions about the use, contact us!

3)    Invite a colleague to become a member of VNN...as our membership grows, so does our ability to create even more resources to help you.  You also get a discount on your next membership dues paid forward!

4)    Consider submitting your media material to become a Certified Veterinary Journalist with ASVJ.

5)    Above all, take advantage of our 40+ years of experience dealing with the media and crisis communications.  From website questions to an impending "tough" interview, we know the best ways to help!  You should always have our contact information handy!

Until next time...

Tom