#355: Find Your Capital-S Story and Communicate the Value of Your Business Through Effective Storytelling with Paul Furiga

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OVERVIEW:

“Some are born great, some achieve greatness, and some hire public relations officers.” – Daniel J. Boorstin

Jason A. Duprat, MBA, CRNA, Healthcare Practitioner, and Host of the Healthcare Boss Academy podcast, sits down with Paul Furiga, President and Chief Storyteller of WordWrite. In this episode, Paul shares decades' worth of knowledge on Public Relations, such as various PR concepts, how to use PR to gain success, and his take on the difference between Advertising and PR. 

EPISODE HIGHLIGHTS:

    • He spent about 20 years in Journalism, wrote about 10,000 stories, and edited another 10,000. Along with his Journalism experience, he learned the value and skill of Storytelling.

    • Advertising vs Public Relations analogy:

        • Advertising is when you come into the office the morning after your big date and you tell everybody how great you were.

        • PR is when you come into the office the morning after your big date and your date tells everybody how great you are.

    • Paul and his company practice a 21st Century practice abbreviated as P.E.S.O. – Paid, Earned, Shared, Owned. Every healthcare client Paul works with needs these four categories of content to gain success.

    • Pitching is the Psychology of “When is the right time and right place for the right story?”

    • Three categories of measuring Public Relation success are Outputs, Outtakes, and Outcomes.

    • Press Releases are good for SEO. When you put a Press Release on the internet, write it in plain, easy-to-understand English that can be understood by those outside your profession. You only need to spend a large amount of money if you are making a major national announcement. For regional announcements, there are much more affordable regional distributions.

 

TWEETABLE QUOTES:

“If you can tell the story of why their life is going to be better or different because of the unique value you bring, you're going to have the best success possible.” – Paul Furiga 

“Don't ever measure impressions. They are completely 100% vanity and meaningless.” – Paul Furiga 

RESOURCES:

    • Have a healthcare business question? Email me at podcast@healthcareboss.org and I'll add you to my contacts. Occasionally, I'll share important announcements and answer your questions as well.

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