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Advice You - Managers and PR: Don't Just Settle
Why should you when it’s just as easy to hang tough, and
insist on The Big Four instead of settling for a collection
of communications tactics that simply let you move a
message from one point to another? And not much more.
What’s the Big Four? In public relations, its recognition by business, non-profit, government agency or association managers,
1) that strategic PR can lead directly to achie
What’s the Big Four? In public relations, its recognition by business, non-profit, government agency or association managers,
1) that strategic PR can lead directly to achie
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ving the unit’s
managerial objectives,
2) that the managers are doing something really significant about those important outside audience behaviors that MOST affect the department, group, division or subsidiary unit they manage,
3) that they will then be in a position to persuade those key external audiences to their way of thinking,
4) and, based on having persuaded many members of that key
2) that the managers are doing something really significant about those important outside audience behaviors that MOST affect the department, group, division or subsidiary unit they manage,
3) that they will then be in a position to persuade those key external audiences to their way of thinking,
4) and, based on having persuaded many members of that key
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
xternal audience to their views on the issue in question,
move them to take actions that allow their unit to succeed.
The reason you don’t have to settle for tactics as your only PR initiative, is first-class public relations planning that really CAN alter individual perception resulting in changed behaviors among key outside audiences. But that only comes about after you, as a manager, demandin
The reason you don’t have to settle for tactics as your only PR initiative, is first-class public relations planning that really CAN alter individual perception resulting in changed behaviors among key outside audiences. But that only comes about after you, as a manager, demandin
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
more than press releases, brochures,
special events and broadcast plugs, actually receive the PR
results you deserve, as well as the best that public relations has
to offer.
And this is what those PR results could look like: customers start to make repeat purchases; welcome bounces in show room visits occur; prospects begin to do business with you; membership applications start to rise; capita
And this is what those PR results could look like: customers start to make repeat purchases; welcome bounces in show room visits occur; prospects begin to do business with you; membership applications start to rise; capita
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
l givers or
specifying sources begin to look your way; new proposals
for strategic alliances and joint ventures start showing up;
politicians and legislators begin looking at you as a key
member of the business, non-profit or association communities;
and community leaders starting to seek you out.
Underpinning this approach to public relations, is a proactive premise: people act on their own pe
Underpinning this approach to public relations, is a proactive premise: people act on their own pe
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ception of the facts before
them, which leads to predictable behaviors about which
something can be done. When we create, change or reinforce
that opinion by reaching, persuading and moving-to-desired-
action the very people whose behaviors affect the organization
the most, the public relations mission is usually accomplished.
As luck would have it, those in the best position to help you achiev
As luck would have it, those in the best position to help you achiev
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
your managerial objectives, are already on your staff,
and can be of real use for your new opinion monitoring project.
And the reason is, your PR people have been in the perception
and behavior business for quite a while. But be certain those PR
folks really accept why it’s SO important to know how your
most important outside audiences perceive your operations,
products or services. And this is
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
really important: be sure they
believe that perceptions almost always result in behaviors that
can help or hurt your operation.
Those public relations professionals deserve your confidence and your attention. So, review your new PR plan with them. Discuss how you will monitor and gather perceptions by questioning members of your most important outside audiences. Suggest asking questions like t
Those public relations professionals deserve your confidence and your attention. So, review your new PR plan with them. Discuss how you will monitor and gather perceptions by questioning members of your most important outside audiences. Suggest asking questions like t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ese: how much do you know about our
organization? Have you had prior contact with us and were you
pleased with the exchange? Are you familiar with our services
or products and employees? Have you experienced problems
with our people or procedures?
It may turn out that you want to go after the key audience data with a professional survey firm. But be cautious because that course of action may co
It may turn out that you want to go after the key audience data with a professional survey firm. But be cautious because that course of action may co
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
t a lot more than the expense of using
those PR folks of yours in that monitoring capacity. In any
event whether it’s your people or a survey firm asking the
questions, the objective remains the same: identify untruths,
false assumptions, unfounded rumors, inaccuracies,
misconceptions and any other negative perception that might
translate into hurtful behaviors.
On the heels of the necessary ke
On the heels of the necessary ke
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
audience data, you’ve got to
set a realistic public relations goal which addresses the most
serious problem areas uncovered during that perception
monitoring drill. And it must be both realistic and achievable.
For example, will your goal be to straighten out a dangerous
misconception? Correct a gross inaccuracy? Or, stop a
potentially painful rumor before it does more damage?
As always, a PR
As always, a PR
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
goal demands a PR strategy of equal quality
if you are to solve perception and opinion problems, a strategy
that matches your PR goal. You have just three strategic
options available to you. Change existing perception, create
perception where there may be none, or reinforce it. Because
the wrong strategy pick will taste like barbeque sauce on
your pecan pie, be certain your new strategy fits wel
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
with
your new public relations goal. You certainly don’t want to
select “change” when the facts dictate a strategy of
reinforcement.
Since the objective is always moving a key audience to your way of thinking, writing a persuasive message is the order of the day. But this kind of message must be carefully written, and aimed directly at that key external audience. Get your best writer on this
Since the objective is always moving a key audience to your way of thinking, writing a persuasive message is the order of the day. But this kind of message must be carefully written, and aimed directly at that key external audience. Get your best writer on this
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ob because s/he must produce
language that is not merely compelling, persuasive and
believable, but clear and factual if it is to shift perception/
opinion towards your point of view and lead to the
behaviors you have in mind.
A wide selection of communications tactics awaits your pleasure now that your perception-moving message is ready to go. And they range from speeches, facility tours, emai
A wide selection of communications tactics awaits your pleasure now that your perception-moving message is ready to go. And they range from speeches, facility tours, emai
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ls
and brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But be
sure the tactics you pick are known to reach folks just like
your audience members.
It’s a fact of life that how you communicate your message will bear heavily on its believability, always fragile at best. Which is why, initially, you may wish to unveil your corrective message befor
It’s a fact of life that how you communicate your message will bear heavily on its believability, always fragile at best. Which is why, initially, you may wish to unveil your corrective message befor
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
smaller meetings and
presentations rather than using higher-profile news releases.
Estimating program progress is another challenge, especially so when gauging your program’s impact on key audience perception, and thus behaviors. Inevitably, a second perception monitoring session will be needed. Happily, you can use many of the same questions used in your benchmark session. Only difference now
Estimating program progress is another challenge, especially so when gauging your program’s impact on key audience perception, and thus behaviors. Inevitably, a second perception monitoring session will be needed. Happily, you can use many of the same questions used in your benchmark session. Only difference now
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
you’ll be watching for signs
that the bad news perception is being altered in your direction
as a result of your communications programming.
In the unlikely event that the program’s forward motion slows, you PR toolkit contains another fix: either add more communications tactics, or increase their frequencies, or both.
Fact is, as a business, non-profit, government agency or association manage
In the unlikely event that the program’s forward motion slows, you PR toolkit contains another fix: either add more communications tactics, or increase their frequencies, or both.
Fact is, as a business, non-profit, government agency or association manage
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
r, you don’t have to settle for a collection of
communications tactics that simply let you move a message
from one point to another.
As outlined at the top of this article, you can take advantage of the Big Four approach to public relations that can deliver the PR results you deserve, and the best that public relations has to offer.
end
Bob Kelly counsels and writes for business, non-profit an
As outlined at the top of this article, you can take advantage of the Big Four approach to public relations that can deliver the PR results you deserve, and the best that public relations has to offer.
end
Bob Kelly counsels and writes for business, non-profit an
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
association managers about using the fundamental premise of public
relations to achieve their operating objectives. He has published over
240 articles on the subject which are listed at EzineArticles.com, click
Expert Author, click Robert A. Kelly. He has been DPR, Pepsi-Cola
Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport
News Shipbuilding & Drydock Co.; director of communications,
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
U.S.
Department of the Interior, and deputy assistant press secretary, The
White House. He holds a bachelor of science degree from Columbia
University, major in public relations.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: you must use the Robert A. Kelly byline, and resource box.
Robert A. Kelly © 2006
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. Only requirements: you must use the Robert A. Kelly byline, and resource box.
Robert A. Kelly © 2006
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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