It’s how you tell ’em that counts

For those clinicians and organisations who have recognised the importance of media relations and agreed to dip their delicate toes into its murky waters, the first hurdle tends to be acquiring comprehension of what the mainstream press is after. Tingy Simoes reports.

So just what will the media recognise as ‘a story’?

Most importantly, you will want it to be one that will actually result in something positive – either an increase in credibility and reputation, or a good old-fashioned rise in the number of bodies through the door.