Discussions I've had with journalists in other industries confirm that I'm not the only one who doesn't use unsolicited press releases. Instead, I think about a subject that I want to write about, and I check out what I can find on blogs, on Twitter, and through search engines. If I find a press release on the subject through Google News or a company's online media room, great! But I don't wait for press releases to come to me. Rather, I go looking for interesting topics, products, people, and companies. And when I do feel ready to write a story, I might try out a concept on my blog first, to see how it flies. Does anyone comment on it? Do any PR people jump in and email me? Having a pr freelancer as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
Here's another amazing figure: In more than 10 years, only a tiny number of PR people have commented on my blog or reached out to me as a result of a blog post or a story I've written in a magazine. How difficult can it be to read the blogs and Twitter feeds of the reporters you're trying to pitch? It teaches you precisely what interests them. Then you can email them with something interesting that they are likely to write about rather than spamming them with unsolicited press releases. When I don't want to be bothered, I get hundreds of press releases a week. But when I do want feedback and conversation, I get silence. Something's very wrong in PR land. Many a healthcare communications agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
Reporters and editors use the web to seek out interesting stories, people, and companies. Will they find you? As in any art, there are rules of form, proven techniques, and standards of excellence. But overall, it’s a mercurial enterprise, where instinct is as legitimate as convention. Public relations was once defined as the ability to provide the answers before the public knows enough to ask the questions. Another P.R. pundit once stated, “We don’t persuade people. We simply offer them reasons to persuade themselves.” A good freelance medical writer excels at creating strategic campaigns and raising public awareness.
Consider it more than simply a way to attract attention or influence people toward buying your product. Public relations is an art that creates an image (hopefully, an accurate one, but certainly a polished one) of you and your business, and presents it in a controlled, planned fashion that will convey exactly what you want to say without having to be obvious about it. Using a healthcare pr agency gives you a team of high-calibre, seasoned PR, comms and creative experts.
Public relations was once an exclusive club. PR people used lots of jargon and followed strict rules. If you weren't part of the in crowd, PR seemed like an esoteric and mysterious job that required lots of training, sort of like being a space shuttle astronaut or court stenographer. PR people occupied their time by writing press releases targeted exclusively to reporters and editors and by schmoozing with those same reporters and editors. And then they crossed their fingers and hoped that the media would give them some ink or some airtime (“Oh, please write about me!”). The end result of their efforts—the ultimate goal of PR in the old days–was the clip, which proved they had done their job. Only the best PR people had personal relationships with the media and could pick up the phone and pitch a story to the reporter for whom they had bought lunch the month before. Prior to 1995, outside of paying big bucks for advertising or working with the media, there just weren't any significant options for a company to tell its story to the world. Create meaningful earned conversations using a healthcare marketing agency for your communications partner.