By Vicki Bendure
This article is a part of the September/October 2019, Volume 31, Number 5, Audiology Today issue.
In 1968, artist Andy Warhol coined the expression “15 minutes of fame,” when he said, “In the future, everyone will be world-famous for 15 minutes.” Since that time, people who are lucky enough to be interviewed or have their story in the news often joke that they received their “15 minutes.”
The truth is, that with media moving 24/7, you’re lucky if someone gives you 15 minutes. Most broadcast news stories are two to three minutes and readers rarely read 15 minutes worth of copy. This is why it’s important, when you place a story, that you have a great call to action or a worthwhile activity taking place (including legislation, a petition, etc.) that readers and/or viewers can respond to.
Recently, the American Academy of Audiology was featured on Good Morning America (GMA) in a news story about states mandating insurance coverage for hearing health care and hearing aids for children. The story featured the Academy’s Senior Director of Government Relations, Susan Pilch. While the story garnered more than 3.5 million viewers and resulted in millions of dollars of coverage, the story has a longer shelf life and value through social media. By sharing the story on all of the American Academy of Audiology social media channels and boosting those shares so that they go to people who are specifically interested in audiology, hearing health, and hearing aids, the story will receive placement with an audience that is interested—and likely ready to act.
Often individuals, companies, and organizations receive coverage, bask in the glow for 24 hours, and then move on. They’ve missed a golden opportunity to keep the story alive for as long as possible by sending it to as many stakeholders as possible through reposting and sharing.
When you, your practice, or company receives coverage, don’t assume that all of your co-workers and patients saw it. Sharing positive media coverage boosts employee morale. Sharing positive media with patients reinforces the fact that they’ve made a great choice in selecting you and your practice.
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