With P.R. (and P.R. in general), you do not tell the public that your new digital fish cleaner is the greatest invention since the dawn of time. You could easily do that in an ad. Your goal is to lead people to draw that same conclusion for themselves. Otherwise, you’re engaging in good old-fashioned—or is it new-fashioned?—marketing strategy. Companies often relegate public relations to their marketing departments. That might make sense from a corporate point of view, but there’s a distinct difference between P.R. and marketing. Going back to the “science vs. art” analogy, whereas P.R. is the art, marketing is the science. The strength of a healthcare communications agency is its shared experience in conjunction with a personal and individual approach to client relationships.
A president of the Marketing Group, an L.A.-based marketing firm, has written, “Marketing is everything you do to make sure your customers find out about, and buy, your products and services.” That’s a tall order, and to go about filling it, marketing executives lug around a hefty bag of tricks. To a large degree, they rely on surveys, demographic analyses, and established sales and advertising procedures to accomplish their goals. A good healthcare pr agency excels at creating strategic campaigns and raising public awareness.
But in public relations, intangibles play a far greater role. How do you measure a feeling? It’s not easy, but in P.R. We trade in the realm of feelings every day. We may use the media as the vehicle, but the landscape we traverse is contoured by human emotion. Marketing often goes hand in hand with advertising. The undeniable advantage with advertising is that the advertiser retains full control. He knows exactly what his message will say and precisely when it will be seen. But remember this little fact of life: Most top ad agencies consider a response rate of 1 to 2 percent a triumph. That’s all it takes to make them happy. And, like it or not, most people don’t take ads as seriously as advertisers would like. Everybody knows they’re bought and paid for. These days, they are mostly TiVo-ed and skip watching. Using a freelance medical writer gives you a team of high-calibre, seasoned PR, comms and creative experts.
None of this is true anymore. The web has transformed the rules, and you must transform your PR strategies to make the most of the web-enabled marketplace of ideas. The vast majority of organizations don't have instant access to mainstream media for coverage of their products. People like you and me need to work hard to be noticed in the online marketplace of ideas. By understanding how the role of PR and the press release has changed, we can get our stories known in that marketplace. Create meaningful earned conversations using a pr freelancer for your communications partner.
There are some exceptions. Very large companies, very famous people, and governments might all still be able to get away with using the media exclusively, but even that is doubtful. These name-brand people and companies may be big enough, and their news just so compelling, that no effort is required of them. For these lucky few, the media may still be the primary mouthpiece. A healthcare marketing agency provides you with diverse and effective PR support to ensure your message gets heard every time.