The panel, moderated by O?Gara, included Jason Roberson, health care business reporter, Dallas Morning News; Elizabeth Bassett, health care, science and technology reporter, Fort Worth Business Press; Chad Watt, associate editor, Dallas Business Journal; and Jan Jarvis, health care reporter, Fort Worth Star-Telegram.
"As a firm with several clients in the health care field, having the opportunity to interact face-to-face with these journalists and learn the topics that appeal to them individually is invaluable to our business," said Cynthia Pharr Lee, president of C. Pharr & Company.
The panel agreed that when considering a pitched idea, the news that affects the largest number of people with relevancy to the area has a better chance of becoming a story.
"If a nationwide health trend can be localized, it becomes more significant to our readers," Bassett said.
Watt added, "Health care is a complex topic. Bring it home to the people ? make it accessible to many and keep it simple."
Communicators may be surprised to hear that despite the "buzz" surrounding social media, it does not rank high as a channel to find sources and story ideas for these individuals.
"I want to brainstorm story ideas and angles with you on the phone," Roberson said.
Jarvis added, "I prefer face to face. I?ve found that some of the best stories developed while I was out of the office, on the ground."
