Author Archive

John
Seng

Top 10 Tips for Writing a Great RFP

Friday, September 30th, 2011

I’m guilty of being human. Every time Spectrum receives a Request for Proposal (RFP), I assume it’s a golden opportunity for our firm to compete for and win prestigious, new business. But in some cases, the sheen begins to wear off as we re-read the RFP documents and engage with the client prospect. If we start scratching our heads, it’s a symptom that what looked like glitter is probably not gold. Maybe not even glitter.
someecards.com - I was so excited about recieving this RFP, until I started reading it.

Spectrum seeks the kinds of business collaborations in which the client is interested in a healthy partnership, not merely a one-way, vendor mentality relationship. What we offer as public relations counselors strikes to the very essence of brand or corporate reputation. We are on the front lines. After a conference call or two, if too many questions remain about what our role will be or what the RFP is asking for, Spectrum leadership is inclined to pass up the opportunity. If the RFP just plain stinks, it doesn’t portend well for building a quality relationship.

To help you make sure your next RFP is top notch, I’ve offered a list of tips to keep in mind based on some of my experiences:

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John
Seng

In Memoriam: Dr. Bruce Dan, Medical Newsmaker and Friend

Monday, September 12th, 2011

This past Tuesday evening, my friend Bruce Dan passed away after a lengthy battle with acute myelogenous leukemia (AML), a fairly rare blood and bone marrow cancer. He had been receiving treatment at Johns Hopkins over the past year-and-a-half. During this last journey, he persisted in his passion: story-telling in health care. Except this time, he was the subject. I was introduced to Dr. Bruce B. Dan in the mid-1990s by another friend and former boss, Ken Rabin.

At the time, Ken knew Bruce to be an outstanding media trainer, and it was Bruce’s unique brand of health care media counseling skills that I relied upon over a stretch of more than 15 years. For real “heavy lifting,” in other words, when we figured we would need a double shot of TLC to render articulate the driest medical expert or bombastic pharmaceutical company executive, we called in Bruce.

During any session, Bruce kicked things off with his characteristic big smile, and quiet, engaging style that within minutes put everyone in the room at ease. The man would roll onward, keeping one step ahead with anecdotes, witticisms or piercing questions as he led captive audiences through his training sessions, usually flanked by a medium-sized stack of VHS tapes he used to depict horrific and then good examples of television interview behavior. (Clients always got to keep their own tapes.)

Anytime I called on Bruce, I always tried to carve out extra time with him, to learn from his experiences and get his feedback on my business situations or ideas. Bruce was generous.

Not only did he sincerely care about your point of view, and in his patient style give you all the time you needed, he demonstrated the very best in teaching skills: You learned without even realizing it, Bruce was knowledgeable, interesting and persuasive.

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John
Seng

Strategic Communications Accelerating Medical Research Forward

Tuesday, June 28th, 2011

After receiving the Genetic Alliance “Art of Reporting” Award this past weekend and as the BIO 2011 conference unfolds this week, I wanted to share my thoughts on rare diseases research and how public communications can play a bigger role.

In 2003, Spectrum was approached by the founders of the Progeria Research Foundation (PRF). At that time, we had not heard of progeria, but we weren’t the only ones. People don’t think about rare diseases a lot, but 10 percent of the world’s population has one. And promoting research of rare diseases can benefit everyone.

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John
Seng

A Never-Smoker With Lung Cancer, And The Point Is…?

Tuesday, May 17th, 2011

The next time you hear that a friend of a friend was just diagnosed with lung cancer, you’re bound to wonder privately or out loud: Was he a smoker or not?

It’s only natural. We’re terrified of cancer, and especially, cancers such as lung cancer which are diagnosed usually in late stage, and oftentimes too late to really do much about it. So we all must hear what we need to hear that, yes, this person was or still is a smoker. Phew! We can again comfortably assign blame to some poor soul who should have known better or couldn’t muster the willpower to quit in time. And we think, I don’t smoke, so I’m innocent.

But increasingly we hear from multiple quarters that non-smokers and never-smokers also get lung cancer. In fact, approximately 10 percent of all lung cancer is diagnosed in persons who never smoked. That inconvenient reality surprises a lot of people. In other words, someone who didn’t have it coming to them just got really bad news, despite his or her good behavior, unlike those weak and irresponsible smokers. Some lung cancer advocates report this aberrance, in an attempt to add accurate perspective on the disease. Even more important, researchers are now investigating the differences between tumor types in never-smokers vs. smokers, and why women never-smokers bear a greater burden of disease.

But here’s a radical notion for you, one that I recently suggested to a group of lung cancer advocates gathered in Denver by the National Lung Cancer Partnership: Lung cancer is 100 percent a disease of innocents. I repeat, innocents.

I put forth the proposition that the lifelong female smoker diagnosed with lung cancer is no more “to blame” for her disease than another woman diagnosed with breast cancer. Here’s why. Tobacco use most often begins in our teen years. Raise your hand if you never did anything stupid as a 14-year old. The Army and Navy once distributed cigarettes free to hundreds of thousands of men to help them cope with battle stress. Tobacco companies handed out free samples on college campuses. I once found a copy of an ad for Lucky Strikes that depicts a doctor extolling the virtues of smoking. The best part is, the ad ran in a 1940s edition of The Journal of the American Medical Association. I framed the ad for my office.

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John
Seng

Winning For Rare Disease Research

Thursday, March 10th, 2011

I learned several weeks ago that I’m to receive the Genetic Alliance “Art of Reporting” Award in June for Spectrum’s work on behalf of The Progeria Research Foundation‘s (PRF) “Find the Other 150”  campaign. I want to publicly thank Genetic Alliance for recognizing this campaign and our commitment to such a rare disease.

Progeria is a rare, rapid aging disease in children and our client, PRF, is working to find a treatment and cure for this disease. As of October 2009, experts estimated that there were approximately 150 unidentified children with Progeria around the world. Spectrum and our global partners, GLOBALHealthPR, teamed up with PRF to launch a global communications effort to find these 150 children.

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John
Seng

It’s Your Wake-Up Call

Friday, March 4th, 2011

Are you or are those you know at risk for diabetes? It’s easier than you think to find out.

American Diabetes Association Alert Day is this March 22. As chair of the National Capital Community Leadership Board for ADA, I’ve deployed all my social media skills to get the word out, and that includes this contribution to The Full Spectrum Blog. (I need to set a good, virtual example, you know, and Spectrum has a great, long-standing relationship with ADA.)

It’s a one-day “wake-up” call asking Americans to take the Diabetes Risk Test to find out if they are at risk for developing Type 2 diabetes. I took the test and fortunately, my risk is low, as you can see in my report here. (There’s even a button to click to listen to the risk report.)

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