I produced a simple press release on the troubles North Carolina's family physicians were experiencing getting their yearly flu shot allocation. Basically, retailers with big orders seemed to be getting their orders first, leaving family physicians out in the cold.

I completed a small survey on the issue and crafted a release titled "Family Physicians Outraged at Flu Shot Distribution".

I released the story later in the day (approx. 4:20 pm) to major daily newspapers and key television and radio outlets across North Carolina. I received a good response from media outlets state wide, and arranged television and radio interviews in Charlotte, Raleigh and Greenville.

I had a contact at the USAToday that I called on with the story. This lead to national coverage and an interview by CNN/Money.

Here's what I learned:

1) Timing is Everything - Very difficult to gauge. Almost relates to luck.

2) Mechanics/Workflow Can Always Be Improved - This is huge. Even though it got a fair amount of traction state-wide, I know that many dailies never even saw the release. We have been faxing. DAILIES WANT EMAILS DIRECTLY TO THE REPORTERS WHO COVER THE SUBJECT AREA. This is hard to gather. Similar concepts apply to radio, although they seem to be more forgiving.

3) Leave a 24/7 Contact Number - Everybody has a cell phone. Media is 24/7. Include your cell phone number as a contact option for reporters/media people. It makes it easier to contact you. The goal is to make things as simple as possible.

4) Bend Over Backwards for Reporters - Reporters will give some extra play to people who are quick and that go the extra mile. This makes their job easier; they like this.

5) Prepare 3 Key Talking Points & Pivot Around Them - If you write out three key points that you want to stress beforehand, you just pivot around them when you need to make a statement. Try to create a soundbite of one-sentence that captures the essence of the piece.

6) Press Releases To Newspapers / Media Advisories to TV & Radio - This helps. An advisory distills the facts even further and provides Who, What, When, Where information. A short release (>500 words) can be just as powerful (or more so) than a long one.

Flu Shot Distribution
- CNN/Money: (http://money.cnn.com/2005/10/28/news/midcaps/chiron/index.htm)

- Flu Shot Frustrations for Family Physicians (http://www.wsoctv.com/news/5187822/detail.html)

- Family doctors say flu vaccine going to retailers (http://www.wwaytv3.com/Global/story.asp?S=4040823&nav=menu70_2)

- Flu Shot Disparity Riles Docs (http://www.charlotte.com/mld/observer/news/local/13017536.htm)

- Doctors Bemoan Flu Shot Distribution - (http://www.fayettevillenc.com/story.php?Template=news&Story=7233250)

- Docs Complain They Can't Get Flu Vaccine (http://www.nbc17.com/health/5191582/detail.html)

- USATODAY: Holdups at Chiron lead to flu shot shortages (http://www.usatoday.com/money/industries/health/drugs/2005-10-27-flu-usat_x.htm)