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Advice You - One Way to Measure PR Success
Look out the window! See any external audiences whose
behaviors are important to you as a manager, but about
whose perceptions of your organization you simply don’t
have a clue?
That’s risky 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, you might think about
That’s risky 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, you might think about
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
approaching those key
outside folks this way. Try accepting the fact that what
you are about to do is something meaningful about 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 outsi
; 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
de folks to your
way of thinking by helping move them to take actions
that allow your department, group, division or subsidiary
to succeed.
A mouthful, but a solid approach to getting the best public relations has to offer, AND measuring the success of this methodology.
Fortunately, it also recognizes that while communications tactics are usually needed to move a message from here t
A mouthful, but a solid approach to getting the best public relations has to offer, AND measuring the success of this methodology.
Fortunately, it also recognizes that while communications tactics are usually needed to move a message from here t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
o there, it’s not likely that tactics such as special events,
press releases, broadcast plugs and brochures can, all by
themselves, deliver results like those outlined above.
Again fortunately, in this approach you have the opportunity to base your public relations planning on a high-potential underlying premise: people act on their own perception of the facts before them, which leads
Again fortunately, in this approach you have the opportunity to base your public relations planning on a high-potential underlying premise: people act on their own perception of the facts before them, which leads
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
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.
What that really says is, good public relations planning really CAN alter individual perception and resu
What that really says is, good public relations planning really CAN alter individual perception and resu
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
lt in
changed behaviors among key outside audiences.
However, you’ll only get there when your PR demands
more than news releases, special events and broadcast
plugs. Only then will you receive the quality public
relations results you deserve.
No doubt, you wonder just what kind of PR end-products you can expect? A sampling would include welcome bounces in show room visits; communit
No doubt, you wonder just what kind of PR end-products you can expect? A sampling would include welcome bounces in show room visits; communit
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
y 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 with you; 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 purchase
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
s; and membership applications
starting to rise.
Obviously, your PR people are already in the perception and behavior business and primed to handle your new opinion monitoring project. Double check, 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. Be really certain they
Obviously, your PR people are already in the perception and behavior business and primed to handle your new opinion monitoring project. Double check, 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. Be really certain they
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
believe that perceptions almost always result
in behaviors that can help or hurt your operation.
Invest some time in reviewing with your PR staff plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Consider asking questions like these: how much do you know about our organization? Have you had prior contact with us and were y
Invest some time in reviewing with your PR staff plans for monitoring and gathering perceptions by questioning members of your most important outside audiences. Consider asking questions like these: how much do you know about our organization? Have you had prior contact with us and were y
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
ou pleased with
the exchange? Are you familiar with our services or
products and employees? Have you experienced
problems with our people or procedures?
The danger in using professional survey firms to do the opinion gathering work, could be the expense. Which might exceed the cost of using those PR folks of yours in that monitoring capacity. But whether it’s your people or a surve
The danger in using professional survey firms to do the opinion gathering work, could be the expense. Which might exceed the cost of using those PR folks of yours in that monitoring capacity. But whether it’s your people or a surve
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
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.
Now you should consider establishing a realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception
Now you should consider establishing a realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception
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
monitoring. During this drill, you probably
will decide to stop that potentially painful rumor fast.
Or straighten out that dangerous misconception. Or
correct that gross inaccuracy.
Coincident with setting your goal, will be an equally action-oriented strategy that illustrates how to reach that goal. For better or worse, you have just three strategic options available to you when
Coincident with setting your goal, will be an equally action-oriented strategy that illustrates how to reach that goal. For better or worse, you have just three strategic options available to you when
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
it comes to doing something about perception
and opinion. And they are, change existing
perception, create perception where there may be
none, or reinforce it. Of course, the wrong strategy
pick will taste like cranberry sauce on your bratwurst.
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 dicta
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
te a strategy
of reinforcement.
The best writer on your team must come up with a persuasive message that will help move your key audience to your way of thinking. It has to be a carefully-written message targeted directly at your key external audience. Your writer must use really corrective language that is not merely compelling, persuasive and believable, but clear and factual if
The best writer on your team must come up with a persuasive message that will help move your key audience to your way of thinking. It has to be a carefully-written message targeted directly at your key external audience. Your writer must use really corrective language that is not merely compelling, persuasive and believable, but clear and factual if
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
they are to shift perception/opinion towards your
point of view and lead to the behaviors you have
in mind.
You’re still not done. You must decide on those communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletter
You’re still not done. You must decide on those communications tactics most likely to carry your message to the attention of your target audience. There are many available. From speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletter
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
s, personal meetings
and many others. But be certain that the tactics
you pick are known to reach folks just like your
audience members.
Caution: the means by which you communicate, that is HOW you communicate, will bear upon the credibility of your fragile and always suspect message. Which is why you may wish to unveil such corrective language before smaller meeting presentation
Caution: the means by which you communicate, that is HOW you communicate, will bear upon the credibility of your fragile and always suspect message. Which is why you may wish to unveil such corrective language before smaller meeting presentation
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
s, rather than using higher-profile news
releases.
As a measure of PR success, periodic progress reports show how things are going.. Such reports also can demonstrate how resources applied to public relations pay off, while providing a timely alert to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions u
As a measure of PR success, periodic progress reports show how things are going.. Such reports also can demonstrate how resources applied to public relations pay off, while providing a timely alert to begin a second perception monitoring session with members of your external audience. You’ll want to use many of the same questions u
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
sed 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.
This, and most other programs can suffer slowdowns. But you’ll have the option of speeding things up by adding more communications tactics and/or increasing their frequencies.
As it turns out, when managers take control of the public relations
This, and most other programs can suffer slowdowns. But you’ll have the option of speeding things up by adding more communications tactics and/or increasing their frequencies.
As it turns out, when managers take control of the public relations
.
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
being performed on their behalf, the
more perceptive tend to move away from dependence
on communications tactics and on to a plan for doing
something about the behaviors of those important
external audiences of theirs that MOST affect their
operation.
That’s when they follow through by taking steps to persuade those key outside folks to their way of thinking, then help move them t
That’s when they follow through by taking steps to persuade those key outside folks to their way of thinking, then help move them t
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
o take actions that
allow their department, division, group or subsidiary
to succeed.
Clearly, an excellent way to measure PR success.
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 1305 including guidelines and resource box.
Robert A. Kelly © 2006
Clearly, an excellent way to measure PR success.
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 1305 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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