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Advice You - Managers: Your PR in the Strike Zone?
Managers: Your PR in the Strike Zone?
It is if you’re trying to do something meaningful about the behaviors of those important audiences that MOST affect the business, non-profit, government agency or association unit you manage.
It’s in the strike zone when your public relations creates the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives.
And it stays in the strike zone when yo
It is if you’re trying to do something meaningful about the behaviors of those important audiences that MOST affect the business, non-profit, government agency or association unit you manage.
It’s in the strike zone when your public relations creates the kind of external stakeholder behavior change that leads directly to achieving your managerial objectives.
And it stays in the strike zone when yo
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
u follow through
by persuading those key outside folks to your way of
thinking by helping move them to take actions that allow
your department, group, division or subsidiary to succeed.
Your managerial public relations is NOT in the strike zone when all that preoccupies you is how to move a message from one point to another using simple tactics like broadcast plugs, brochures and press releases. A simplistic approach to public relati
Your managerial public relations is NOT in the strike zone when all that preoccupies you is how to move a message from one point to another using simple tactics like broadcast plugs, brochures and press releases. A simplistic approach to public relati
; 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
ons that ignores the need to
properly profile and qualify your target audience by
probing how they feel about you and your services or
products.
This could be problematic because the perceptions of key outside audiences invariably lead to behaviors that can help or hurt a business, a non-profit, a government agency or an association.
Instead, consider this approach to your managerial public relations and do something meaningful abo
This could be problematic because the perceptions of key outside audiences invariably lead to behaviors that can help or hurt a business, a non-profit, a government agency or an association.
Instead, consider this approach to your managerial public relations and do something meaningful abo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t the
behaviors of those important audiences that MOST affect
the organization you manage; create the kind of external
stakeholder behavior change that leads directly to
achieving your managerial objectives; then follow through
by persuading those key outside folks to your way of
thinking by helping move them to take actions that allow
your department, group, division or subsidiary to succeed.
A one-two-punch that lets you measure t
A one-two-punch that lets you measure t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
he success of
this methodology while you get the best public relations
has to offer. In addition, this approach recognizes that
many managers build their public relations program
around communications tactics which, as noted, they
simply use to move a message from here to there. But
the reality is that tactics such as special events, press
releases, broadcast plugs and brochures cannot, all by
themselves, deliver results like those
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
outlined above.
It’s not every day that you can base your public relations planning on a high-potential underlying premise. But here you can: people act on their own perception 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
It’s not every day that you can base your public relations planning on a high-potential underlying premise. But here you can: people act on their own perception 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
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
most, the
public relations mission is usually accomplished.
The fact of the matter is, the right PR planning actually CAN alter individual perception and result in changed behaviors among key outside audiences. But, you’ll only get there when your PR requires more than news releases, special events and broadcast plugs. Only then will you receive the quality public relations results you deserve.
Now, a sampling of possible results cou
The fact of the matter is, the right PR planning actually CAN alter individual perception and result in changed behaviors among key outside audiences. But, you’ll only get there when your PR requires more than news releases, special events and broadcast plugs. Only then will you receive the quality public relations results you deserve.
Now, a sampling of possible results cou
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
ld include capital
givers or specifying sources beginning to look your way;
new proposals for strategic alliances and joint ventures
showing up; customers starting to make repeat purchases;
welcome bounces in show room visits; community leaders
beginning to seek you out; politicians and legislators
looking at you as a key member of the business, non-profit
or association communities; new prospects actually
starting to do business w
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ith you; and membership
applications starting to rise.
Because your PR people already labor in the perception and behavior vineyards, they’re prepared to handle your new opinion monitoring project. Be doubly certain, however, that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And insure that they believe that perceptions almost al
Because your PR people already labor in the perception and behavior vineyards, they’re prepared to handle your new opinion monitoring project. Be doubly certain, however, that the PR staff really accepts why it’s SO important to know how your most important outside audiences perceive your operations, products or services. And insure that they believe that perceptions almost al
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
ays result in behaviors that can help or hurt your
operation.
Your overall public relations plan for monitoring and gathering perceptions by questioning members of your most important outside audiences, must be reviewed with your PR people in detail. Suggest that they consider asking questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you
Your overall public relations plan for monitoring and gathering perceptions by questioning members of your most important outside audiences, must be reviewed with your PR people in detail. Suggest that they consider asking questions like these: how much do you know about our organization? Have you had prior contact with us and were you pleased with the exchange? Are you
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
familiar with our services or
products and employees? Have you experienced
problems with our people or procedures?
Be aware that it costs real money to employ a professional survey firm to do the opinion gathering work, and this must be compared to the cost of using those PR folks of yours in that monitoring capacity. Nevertheless, whether it’s your people or a survey firm asking the questions, the objective remains the same: ide
Be aware that it costs real money to employ a professional survey firm to do the opinion gathering work, and this must be compared to the cost of using those PR folks of yours in that monitoring capacity. Nevertheless, whether it’s your people or a survey firm asking the questions, the objective remains the same: ide
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
ntify untruths, false assumptions,
unfounded rumors, inaccuracies, misconceptions
and any other negative perception that might
translate into hurtful behaviors.
Without doubt, your top priority now is the establishment of a realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. At this point, you probably will decide to stop that potentially painful rumo
Without doubt, your top priority now is the establishment of a realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. At this point, you probably will decide to stop that potentially painful rumo
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
on the spot, or straighten out that dangerous
misconception, or correct that gross inaccuracy.
Goal-setting begets strategy-setting and that’s what you must undertake now. A strategy that tells you how to reach that goal. However, you have just three strategic options available to you when it comes to doing something about perception and opinion. And they are, change existing perception, create perception where there may be none, or
Goal-setting begets strategy-setting and that’s what you must undertake now. A strategy that tells you how to reach that goal. However, you have just three strategic options available to you when it comes to doing something about perception and opinion. And they are, change existing perception, create perception where there may be none, or
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
reinforce it. Of course,
the wrong strategy pick will taste like chocolate
covered asparagus. So be sure your new strategy fits
well with your new public relations goal. You
certainly don’t want to select “change” when the
facts dictate a strategy of reinforcement.
The order here is a persuasive message that will help move your key audience to your way of thinking. And your very best writer must come up with a carefully-written m
The order here is a persuasive message that will help move your key audience to your way of thinking. And your very best writer must come up with a carefully-written m
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
essage targeted directly at your
key external audience. The writer must use corrective
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.
Still burning the midnight oil, you should make a decision as to those communications tactics most likely to carry your message to the attention of your
Still burning the midnight oil, you should make a decision as to those communications tactics most likely to carry your message to the attention of your
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
target audience. Fortunately, you have a lot from
which to choose. From speeches, facility tours,
emails and brochures to consumer briefings, media
interviews, newsletters, personal meetings and
many others. But be certain that the tactics you
pick are known to reach folks just like your
audience members.
Alert: communicating your message, particularly HOW you communicate it, has a lot to do with the way your message is perceiv
Alert: communicating your message, particularly HOW you communicate it, has a lot to do with the way your message is perceiv
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
ed, especially its credibility.
So you may wish to unveil such corrective language
before smaller meeting presentations, rather than using
higher-profile news releases.
Sooner or later, you’ll have to show how things are going and that’s where periodic progress reports come in handy. They can also demonstrate how resources applied to public relations pay off. Progress reports also provide timely alerts to begin a second – and compar
Sooner or later, you’ll have to show how things are going and that’s where periodic progress reports come in handy. They can also demonstrate how resources applied to public relations pay off. Progress reports also provide timely alerts to begin a second – and compar
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ative -- perception monitoring session
with members of your external audience. You’ll want
to use many of the same questions used in the
benchmark session. But now, you will be on strict
alert for signs that the bad news perception is being
altered in your direction.
In the unlikely event that your PR program loses some of its forward motion, remember that you have the option of speeding things up by adding more communications tac
In the unlikely event that your PR program loses some of its forward motion, remember that you have the option of speeding things up by adding more communications tac
.
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
ics and/or increasing their
frequencies.
Fortunately for all concerned managers, when you take proper control of the public relations being performed on your behalf, the PR program tends to move into the right strike zone and away from dependence on communications tactics. What it does is something meaningful about the behaviors of those important external audiences of yours that MOST affect your operation.
Naturally, as you foll
Fortunately for all concerned managers, when you take proper control of the public relations being performed on your behalf, the PR program tends to move into the right strike zone and away from dependence on communications tactics. What it does is something meaningful about the behaviors of those important external audiences of yours that MOST affect your operation.
Naturally, as you foll
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
ow through by persuading those
key outside folks to your way of thinking, you help
move them to take actions that end up allowing your
department, division, group or subsidiary to succeed.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@TNI.net. Word count is 1470 including guidelines 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. A copy would be appreciated at bobkelly@TNI.net. Word count is 1470 including guidelines 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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