Musician Peter Tork, former member of the Monkees and an oral cancer survivor, is urging Americans to get screened for cancer during the 15^th Annual Oral Head & Neck Cancer Awareness Week^® (OHANCAW^®), being held nationwide April 22-28 . More than 200 sites throughout the country will offer free oral, head and neck cancer screenings during OHANCAW, which is sponsored by MCS’ client the Head and Neck Cancer Alliance. Information about the free screenings and local sites can be found at www.headandneck.org.

Watch the video to hear Peter discuss his experience, and the importance of screening and early diagnosis.

For most in our industry, measurement of traditional media is pretty well understood. We know that quality is just as important as quantity when it comes to article placement. We understand the impact of the right key messages in outlets read by our target audience. But what about social media and measurement?

Because of the ever-changing nature of social media, it can be difficult to determine success and demonstrate ROI. Unlike traditional media, for social media, determining which “outlets” have the most impact isn’t as apparent due to the social or viral nature of the media. As such, we must alter our measurement tools to include social media influencers, those individuals who provide quality content to a number of “followers”, “friends”, etc. Once influencers are identified we can determine how the information they provide and avenues for dissemination meet our campaign objectives.

Unfortunately, while methods for determining key influencers are available, there is currently not an accepted standard for using this information to develop social media metrics. As we ponder the best measurement options among ourselves, though, the International Association for Measurement and Evaluation of Communication, the Council of PR Firms and the Institute for Public Relations have joined together to establish global standards for social media measurement: http://www.instituteforpr.org/releases/5694/. Until then, we’ll have to continue to determine the success of a social media campaign with the same overarching method used for traditional media – did the results lead to a change in behaviors, thoughts or actions of your target audience?

-Laura de Zutter, Sr. Director of Client Services

For the seventh consecutive year, MCS is proud to again place among the top 20 healthcare PR agencies across the U.S. on O’Dwyer’s annual list, at number 15 out of more than 65 agencies ranked in this year’s 2012 issue.

MCS CEO Joe Boyd is featured in an O’Dwyer’s blog entitled “2011 Was Robust Year for Healthcare PR,” which examines the state of healthcare PR last year and profiles top PR agencies active in the healthcare communications space. Joe discusses how our singular focus on healthcare communications yields outstanding results for our clients and praises the dedication and professionalism of the MCS staff. Scroll down to see what Joe has to say.

O’Dwyer’s is the number-one publication for PR and marketing professionals and has provided the latest inside news pertaining to public relations and marketing communications nationwide since 1968.

Diabetes. Asthma. Rheumatoid arthritis. All are chronic, prevalent diseases that affect millions of people. Fortunately for the patients impacted by these disorders, a variety of safe, effective,FDA-approved therapies are available to treat and manage these conditions. And, the media who cover health care tend to report new developments in these therapeutic areas precisely because the large patient populations are a big part of their reader- and viewerships.

It’s a different picture for patients with rare diseases. Take hereditary angioedema (HAE), a serious, scary and potentially deadly swelling disorder that affects at most one in 10,000 people. Or acromegaly, a pituitary disorder with another small patient population. Or congenital fibrinogen deficiency, an extremely rare bleeding disorder that impacts only one in one million people.  If you’ve never heard of these diseases, it’s because the media tend not to cover them, at least not on a regular basis. Individuals (and their families) coping with these illnesses have not only unmet medical needs, but also unmet information needs.  

The good news here is that companies like our client CSL Behring have made the investment to develop FDA-approved treatments for people with diseases like HAE and congenital fibrinogen deficiency. And many rare diseases have spawned active patient advocacy organizations whose raison d’etre is to spread the word about these disorders so that people who may have them will know the symptoms, seek care, be diagnosed and receive appropriate treatment.

At MCS we collaborate with both companies and patient groups in the rare disease space to educate professionals and the public about these issues. Patients with rare diseases are no different than patients with very common disorders: they need attention, information, resources and care.

-Jeff Hoyak, President

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Last week, the Public Relations Society of America (PRSA) unveiled this new definition following the submission of 927 ideas last fall and a final vote between three finalists. The definition – which had not been changed since 1982(!) – won with more than 46 percent of the vote, but not before causing a lot of debate among those who practice PR for a living, according to a NY Times piece found here.

The irony of communicators debating the merits of one definition over another is not lost on me. From the outside looking in, for many, public relations remains this mysterious field, made all the more challenging to define because of the rise of social media and the swiftly changing traditional media landscape. Which, is why I think, for the most part this definition mostly succeeds in capturing the essence of PR by not only emphasizing what we do is a form of “communication,” but that it is ultimately about building “relationships.” And that is a definition that can stand the test of time.

– Brian Thompson, Sr. Vice President

MCS is pleased to mark the 10^th anniversary of our collaboration with the Head and Neck Cancer Alliance (formerly the Yul Brynner Head and Neck Cancer Foundation) to provide PR support for their annual Oral, Head and Neck Cancer Awareness Week (www.OHANCAW.com). Since 2002 we have partnered with this not-for-profit client on public and media relations campaigns designed to increase awareness ofthese cancers and drive public and provider participation in the free screenings held nationwide during OHANCAW (which this year is April 22-28).  Last year nearly 12,000 people were screened at some 300 sites around the country. Many were referred on for immediate consultation due to suspicious findings, which no doubt saved lives due to early detection and intervention.

Our work with the Alliance typifies MCS’ relationship with many of our clients: long term, enduring, and with an end goal, in concert with achieving the client’s business objectives, of empowering patients to improve their health:

• For the past 18 years, as the PR agency of record for Genentech’s Activase, we have implemented programs to educate the public about stroke.
• Since 2006, we have worked with CSL Behring to heighten awareness of two little-known but very serious disorders, von Willebrand disease and hereditary angioedema.
• For the last nine years, we have advanced global understanding of several auto-immune diseases due to our work on Merck’s biologic Remicade.

At MCS, we favor longevity – both in the relationships with our clients and the lives of patients who benefit from our clients’ initiatives.  

-Jeff Hoyak, President

What better way to break up the doldrums of winter than with the thought of a warm, sunny get-away. We’ve asked a few of our employees to tell us their favorite vacation spot, and here’s what they had to say:

Todd Forte, Executive Vice President: Martha’s Vineyard is by far my favorite vacation spot. It is a special place where my family and I spent time each summer for several years when my children were growing up. MV is caught in a time warp, where ordinary people (and celebrities) walk down streets lined with stately homes of whaling captains from the 19^th century and nary a McDonald’s or Pizza Hut is to be found anywhere on the island.

Amanda Merced, Sr. Account Executive: My favorite vacation spot is Atlantis, Paradise Island. My family has a timeshare there and without fail, every time we go, we come back with great memories and stories of a wonderful time with family and friends.  

Jeff Hoyak, President: There’s no question that my favorite vacation spot is Cape Cod, Massachusetts. It’s like the Jersey shore, only with quaint New England ambience and without Snooki and J Woww. You stand on the Cape Cod National Seashore – an absolutely breathtaking vista from anywhere on the coast – and wonder why you would ever want to set foot in an office again. Oh, and the seafood isn’t too shabby either.

As the influence of social media grows, the impact of traditional media has been questioned more and more. Who reads a newspaper these days when your news can be delivered through tweets? Who watches television or listens to the radio when you canwatch clips on YouTube? While it is true that readership and viewership numbers are declining, traditional and social media work in concert to change consumer behavior. There is no need to choose one over the other. The key is finding the right balance, especially for health information.

While the traditional assumption is that mainstream media provides the “hard facts”, as recent Pew Internet research has shown, social media focuses more on exchanging this information with others. For example, according to their research, one in four internet users with a chronic condition say they have gone online seeking the advice of others with similar health concerns. That said, though, mainstream media often acts as a catalyst for those discussions. Combining these mediums in a way that works best for each individual campaign and its target audiences allows for the best saturation of messages.

-Laura de Zutter, Sr. Director of Client Services

In 2011 alone, MCS attended and provided support for 18 national and international medical meetings and congresses (hello frequent flyer miles!), ranging in scope from cardiology and rheumatology to stroke and diabetes. Whether it’s on-site media relations or organizing large-scale press events, we’re skilled in delivering results for our clients. Learn more about our medical meeting support here.

According to most studies, people’s number one fear is public speaking.

If the thought of getting up in front of a group of people leaves you with sweaty palms and weak knees, consider these tips on how to control the butterflies and put your best foot forward:

• Know your material: Rehearsal is key when giving a presentation. If you have time, practice giving your speech to someone and ask for feedback.

• Know your audience: Greet some of your audience members as they arrive. You’ll find it easier to speak with people you just met than to complete strangers.

• Know the room: Arrive early prior to your presentation and walk around the room. Practice using the microphone or visual aids. This will help you feel more comfortable during the real thing.

• Relax: Remember to smile, pause and breathe during your speech. This will give you time to think thoughts through and transform nervous energy into confidence.

And most importantly:

• Be yourself: Don’t try to be anything you are not. Know your natural strengths and weaknesses. Some people are funny, so add humor. Some are enthusiastic speakers and can easily work up a crowd. Each of these abilities can be used to connect with your audience and keep them engaged.

So the next time you find yourself preparing for a presentation or a public speaking event, approach your task as an opportunity to gain valuable experience. Apply the above tips to your routine and you’ll be surprised at the end result. Master your fear and get up on that soapbox!

-Dana Karpinski, Sr. Account Executive