#17 – Mastering Healthcare PR: Expert Strategies from John Hallock and Christina Farr

Introduction

In a recent episode of our podcast, we had the pleasure of hosting John Hallock, Chief Communications Officer at Quantum Health, and Christina Farr, a seasoned journalist turned venture capitalist. Both John and Christina bring decades of experience in healthcare PR and communication, offering invaluable insights into the evolving landscape of media relations and effective storytelling.

Challenges in Modern PR

Christina Farr opened the discussion by highlighting the significant reduction in the number of journalists over the past two decades. “There are very few journalists left,” she noted, citing newsroom cuts and the rise of social media as major factors. This shift has led to an imbalanced ratio of PR professionals to journalists, making it increasingly challenging for companies to gain media coverage. John Hallock echoed this sentiment, pointing out that many PR pitches today are often generic and fail to engage reporters effectively.

Importance of Founder-Led Communication

A key takeaway from the discussion was the emphasis on founder-led communication. Christina Farr stressed that early-stage founders need to be the ones telling their own stories. “You should be doing your own PR,” she advised. This hands-on approach not only helps founders refine their storytelling skills but also allows them to build direct relationships with journalists. John Hallock reinforced this by sharing his experiences with CEOs who actively engaged in their company’s PR efforts, noting that such involvement is crucial for long-term success.

Building Media Relationships

Both guests emphasized the importance of building genuine relationships with journalists. Instead of relying solely on PR firms, founders and communications teams should invest time in understanding reporters’ interests and needs. Christina Farr suggested a more personalized approach, encouraging founders to reach out directly and develop a “text friendship” with reporters. John Hallock shared anecdotes from his career, illustrating how taking the time to understand a journalist’s perspective can lead to more meaningful and effective media coverage.

Direct Communication Channels

In today’s digital age, there are numerous platforms available for direct communication. Christina Farr highlighted the potential of platforms like LinkedIn, Substack, and Twitter for sharing insights and engaging with audiences. She recounted how a company she advises gained significant media attention by posting a timely and insightful comment on LinkedIn. This approach bypasses traditional media gatekeepers, allowing companies to reach their audience directly and authentically.

Conclusion

The conversation with John Hallock and Christina Farr underscored the need for a proactive and personal approach to PR in the healthcare industry. By taking charge of their own communication efforts and building strong relationships with journalists, founders and communications professionals can navigate the challenges of today’s media landscape and effectively tell their stories. As the industry continues to evolve, these insights provide a valuable roadmap for success in healthcare PR.