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Effective Media Relations and Crisis Management for Pediatric Dentistry

This guide provides essential strategies for pediatric dental professionals on how to effectively manage media relations and respond to crises. Key topics include leveraging relationships with media outlets, such as Weber Shandwick, to enhance visibility for AAPD and pediatric dentists. Learn how to train staff, master media interactions, and handle inquiries with confidence. Discover insights on storytelling, maintaining transparency during crises, and emphasizing commitment to patient care. Equip yourself with the tools necessary to elevate your practice's presence and effectively communicate with the public.

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Effective Media Relations and Crisis Management for Pediatric Dentistry

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  1. Media Relations & Coordinating Responses with AAPDErika Hoeft, PR Director: erika@aapd.orgDr. Robin Wright, Director, Pediatric Oral Health Research and Policy Center: rwright@aapd.org

  2. Media Relations • Key Media Placements • Relationship with Weber Shandwick • How to work with Press

  3. Key Media Placements

  4. Weber Shandwick

  5. Weber Shandwick Websites, Consumer Hub

  6. NCDHM Satellite Media Tour Results Snapshot 382Airings* (including syndicated segments) 10.3MILLIONViewers/readers reached 28Spokesperson Interviews Nearly 100% of the interviews mentioned AAPD and/or drove to mychildrensteeth.org.

  7. Coast-to-Coast Interviews Elevated AAPD & Pediatric Dentists [Tooth decay] is entirely preventable. It mostly comes back to establishing good habits and routines within the family. We spend a lot of time with families – [a dental home is] essentially an owner’s manual for their children. Dr. James Nickman

  8. Social Media 101: Toolkit

  9. How to Work with Press AAPD’s role internally when fielding media inquiries Your role when contacted by press How to work with the AAPD Trained spokespersons in your area

  10. How to Work with Press Train your staff Take your time Check the outlet Choose your messages Plan your defense

  11. How to Work with Press Master the short answer Tell a story Stay on record Don't guess

  12. How to Face a Media Crisis

  13. How to Face a Media Crisis Check in with the AAPD Don't speculate Don’t say “no comment”

  14. How to Face a Media Crisis

  15. How to Face a Media Crisis Don't minimize the crisis Voice concern about the situation

  16. How to Face a Media Crisis Trust Determination – Low Anxiety Competence/expertise 50 Caring/empathy 15-20 Honesty/openness 15-20 Dedication/commitment 15-20

  17. How to Face a Media Crisis Trust Determination – High Anxiety Competence/expertise 15-20 Caring/empathy50 Honesty/openness15-20 Dedication/commitment 15-20

  18. How to Face a Media Crisis

  19. How to Face a Media Crisis

  20. How to Face a Media Crisis Don't minimize the crisis Voice concern about the situation Stress your commitment

  21. Top Questions for 2018

  22. Resources Mouth Monster Hub: mouthmonsters.mychildrensteeth.org AAPD Consumer Facebook: AmericanAcademyofPediatricDentistry AAPD Twitter: @ameracadpeddent

  23. Media Relations

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