The Golden Question: What Do You Want to Achieve?
This blog was originally published by Qwoted for their “Qwoted 100 PR Superstars” series in December 2023.
“What do you want to achieve?” Bliss Group vice president Janice Miller, says that those shopping for media representation should listen to see whether the candidate in question asks some variation of this question. What’s more, it takes a combined savvy in marketing and communications to break through the proverbial noise floor. It’s a good thing, then, that Miller has close to two decades’ experience in the field.
Earlier this year, The Bliss Group was also one of five finalists for the PRovoke Media Small Agency of the Year award, a sign that Miller and company have their PR act together and then some. Here, she discusses how healthcare PR brings with it a special set of challenges that she’s an expert at addressing.
Qwoted: What do you see as the future of PR—technologically, strategically, or in any category you’re passionate about?
Janice Miller: PR has always been all about strategy and tying together communications and marketing both internally and externally. With technology advancing so quickly, PR pros have to be very knowledgeable and comfortable with new platforms and tools, and help their clients stay abreast of these new developments and how they might be leveraged in their PR programs and in their industry.
Qwoted: What do you think you do that other PRs could learn from?
Miller: PR spans a wide range of activities but I always prioritize media opportunities – especially those that I know are a good fit for my spokespersons. I always try to get responses and quotes to reporters as quickly as possible, not simply by the deadline.
Qwoted: What’s your toughest challenge with reporters?
Miller: Spokespersons, especially in the healthcare field, often have multiple titles and sometimes the title they provide is not the one editors choose to publish in the final piece. When a spokesperson wants to use a specific title, it’s difficult to explain that the reporter doesn’t always have the final say and the title that is ultimately used may be different from what was submitted.
Qwoted: How do you approach breaking through the noise floor to get effective coverage?
Miller: I’m very fortunate to work with incredible experts who have a deep expertise of the issues in their field. I listen and learn from every interaction with these experts so that I can quickly identify media opportunities where they have something valuable and unique to bring to the discussion.
Qwoted: How does PR in 2023 square with the future of journalism?
Miller: As we continue to leverage AI with tools such as ChatGPT we are going to become even more efficient in reporting on and commenting on news and trends. We should also constantly be aware of new platforms and evaluate their usefulness and relevance to various business sectors.
Qwoted: What advice would you give to those seeking to find an effective PR person?
Miller: An effective PR person focuses on what your challenges and goals are, and what you want to achieve. They listen and ask questions about your business, who you want to reach, and how it ties into your overall strategy, as opposed to telling you about themselves.
Qwoted: What is your golden rule of PR?
Miller: A golden rule is to love what you do. I chose this industry because I enjoy communicating with people and building relationships, and it’s extremely rewarding to bring together interesting experts with leading reporters who are committed to keeping their readers well-informed.
Reporting by Lou Carlozo
