What are newsworthy events?
How do I keep my company in front of the media in slow news periods?
When should I initiate a public relations campaign?
What is the benefit of working with an agency versus an in-house employee?
What are newsworthy events?
First, Most, Only are three of the most powerful words in communications and ones that will garner a great deal of attention when used in a headline. Typically newsworthy items are material events for the company, such as a new product launch, clinical trial results, financings, and significant new hires.
back to topHow do I keep my company in front of the media in slow news periods?
There are two types of media coverage. ‘Hard news’, based on press releases, and ‘soft news’, based on editorial calendars, bylined articles and trend stories. We approach media with the old 80 / 20 rule. Eighty percent of the coverage that we secure is based on ‘soft news’ items. The balance is generated from press release activity.
When should I initiate a public relations campaign?
The old adage is a brand is built through PR and sustained through advertising. Multiple opportunities exist prior to product launch to create brand awareness and product understanding prior to the official launch.
What is the benefit of working with an agency versus an in-house employee?
The primary value that an agency provides is a more comprehensive view on the marketplace, especially a firm that specializes in the life sciences industry. The agency should provide a broader range of ideas and opportunities than a single individual within the organization and should have existing relationships that will aid in the introduction of your company and/or product.