At this point, at least 6 million people are aware of the Affordable Care Act. From a storytelling standpoint, healthcare reform has been covered from many points of view – From the initial website technical difficulties, to the ongoing enrollment numbers, to partisan disagreements and bureaucratic inefficiencies (redundant, I know), to the administration’s three-week PR blitz to encourage the public to enroll, to reports on how healthcare works in other nations, to interviews with individuals and demographic group leaders discussing how they would benefit or not from the new insurance plans… to the final website glitches that made for an ironic way to end open enrollment.
But as I tuned in for updates and new information leading up to the end of open enrollment, one thing in particular stood out in my one-track mind – the places people could find information about enrollment were countless. Promotional vehicles ranged from old-school telephone campaigns; to direct mail; brick-and-mortar locations offering assistance; pop-up retail shops in various states; the now infamously glitchy healthcare.gov website that featured a blog, infographics and personal stories; states’ individual online marketplaces; TV commercials and other forms of advertisements; social media channels including Twitter (see #getcovered), YouTube and Facebook; news programs and talk shows; official presidential addresses… all the way to the President’s appearance on “Between Two Ferns” with Zach Galifianakis, which on March 11, 2014 became the biggest traffic driver to healthcare.gov.
It was expected that a reform of this nature would call for a public relations campaign of massive proportions. However, something I have enjoyed about this administration – where PR is concerned – is that from the moment of Barack Obama’s election, his team has never been afraid to let their message travel via uncharted delivery vehicles. Or it could be that the administration was under significant pressure to deliver on enrollment numbers that they were willing to try new things. They say necessity is the mother of invention.
I’m almost stubborn when it comes to trying new things. I firmly believe that having never done something is never a reason not to do it – in fact, I may even believe that having never done something is the perfect reason to go for it. This is not a battle between tradition and emerging approaches to PR, but rather the realization that audiences need information delivered to them in a variety of new ways in order to pay attention. The added challenge today is to deliver information at exactly the right time and place, and that is where digital content, social media, mobile and analytics/insights have come in to play.
My plea to you, readers, is to dare to do something completely different to reach your audiences and achieve your business communications goals. Perhaps even more importantly – trust that, with careful planning, established objectives, strategic targeting and a strong storytelling framework, your PR and communications teams can execute on something that has never been done before. For example, check out the “Great Inventors” campaign my agency Lois Paul and Partners collaborated on with client Freescale Semiconductor, to get people thinking about technology innovation leading up to the 2014 Global Freescale Technology Forum (FTF).
The Content Marketing Institute, one of my favorite resources, has created an excellent playbook with ideas for content and accompanying delivery vehicles that is great for inspiration. Feel free to bring up any of these ideas during your next brainstorm session and see what ideas spark.