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Advice You - What Determines PR Success?
As a business, non-profit or association manager,
occasions will arise when you’ll need to employ tactics
like a brochure, a special event or a press release. But
it will be your work that precedes those tactics that will
determine the success of your public relations effort.
Here’s the underlying premise: people act on their own perception of the facts b
Here’s the underlying premise: people act on their own perception of the facts b
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
efore 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.
In a nutshell, your PR plan will help achieve yo
In a nutshell, your PR plan will help achieve yo
; 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
r
managerial objectives by altering perception leading to
changed behaviors among those important external
audiences that most affect your department, group,
division or subsidiary.
When you get right down to it, you probably should expand your view of public relations with some serious planning early-on to do something about the behaviors of those vi
When you get right down to it, you probably should expand your view of public relations with some serious planning early-on to do something about the behaviors of those vi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
tal outside audiences rather than
jumping right out-of-the-gate with a tactical broadside.
I mean, there’s something unsettling about putting the cart before the horse with initial press releases, talk show appearances, zippy publications and fun-filled special events before you get answers to questions like these: Who are you trying to reach? What do yo
I mean, there’s something unsettling about putting the cart before the horse with initial press releases, talk show appearances, zippy publications and fun-filled special events before you get answers to questions like these: Who are you trying to reach? What do yo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
know about
them? How do they perceive your organization? If
troublesome, how might we alter their perceptions?
And perhaps MOST important, what behaviors do we
want those perceptions to lead to?
Here’s what you really need to ponder. Because the people with whom you interact every day behave like everyone else – they act upon their perceptions of the
Here’s what you really need to ponder. Because the people with whom you interact every day behave like everyone else – they act upon their perceptions of the
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
facts they hear about you and your operation. Which
means you should deal effectively with those perceptions
(and their follow-on behaviors) by doing what is
necessary to reach and move those key external
audiences to action.
With that kind of public relations homework under your belt, you may finally receive targeted PR results such as new approac
With that kind of public relations homework under your belt, you may finally receive targeted PR results such as new approac
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
es by capital givers and specifying sources;
community leaders beginning to seek you out; fresh
proposals for strategic alliances and joint ventures;
prospects starting to do business with you; customers
making repeat purchases; rising membership applications;
welcome bounces in show room visits, not to mention
politicians and legislators viewing you as
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
a key member
of the business, non-profit or association communities.
That also means there’s much work to be done. But by who? Who will do this specialized kind of work? Your own public relations people? Folks assigned to your operation? An outside PR agency team? But regardless where they come from, they need to be committed to you and your PR plan b
That also means there’s much work to be done. But by who? Who will do this specialized kind of work? Your own public relations people? Folks assigned to your operation? An outside PR agency team? But regardless where they come from, they need to be committed to you and your PR plan b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ginning with key audience
perception monitoring.
It helps when the PR people assigned to you are really serious about knowing how your most important outside audiences perceive your operations, products or services. They really have to accept the truth that perceptions almost always lead to behaviors that can help or hurt your operation.
Review with the
It helps when the PR people assigned to you are really serious about knowing how your most important outside audiences perceive your operations, products or services. They really have to accept the truth that perceptions almost always lead to behaviors that can help or hurt your operation.
Review with the
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
m how you will monitor and gather
perceptions by questioning members of your most important
outside audiences. For instance, how much do you know
about our chief executive? Have you had prior contact with
us and were you pleased with the interchange? How much
do you know about our services or products and employees?
Have you experienced problems with ou
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
people or procedures?
Be sure to use professional survey firms in the perception monitoring phases of your program, if there’s enough money in the PR budget. You’re in luck, however, because your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccurac
Be sure to use professional survey firms in the perception monitoring phases of your program, if there’s enough money in the PR budget. You’re in luck, however, because your PR people are also in the perception and behavior business and can pursue the same objective: identify untruths, false assumptions, unfounded rumors, inaccurac
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
ies, misconceptions
and any other negative perception that might translate into
hurtful behaviors.
Obviously, the right PR goal will let you deal effectively with the most serious problems you discovered during your key audience perception monitoring. Your new goal could call for straightening out that dangerous misconception, or correcting that inaccur
Obviously, the right PR goal will let you deal effectively with the most serious problems you discovered during your key audience perception monitoring. Your new goal could call for straightening out that dangerous misconception, or correcting that inaccur
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
cy, or neutralizing that fateful rumor.
Be careful here because you must now identify the right strategy, one that tells you how to move forward. Keep in mind that there are just three strategic options available to you when it comes to handling a perception and opinion challenge. Change existing perception, create perception where there may be none, or
Be careful here because you must now identify the right strategy, one that tells you how to move forward. Keep in mind that there are just three strategic options available to you when it comes to handling a perception and opinion challenge. 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. Since the wrong
strategy pick will taste like salsa on your Braunschweiger,
be certain the new strategy fits comfortably with your new
public relations goal. You don’t want to select “change”
when the facts dictate a “reinforce” strategy.
Here you have little choice. A strong message is required and it must be aimed at members of your targ
Here you have little choice. A strong message is required and it must be aimed at members of your targ
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
t audience.
Yes, crafting action-forcing language to persuade an
audience to your way of thinking is tough work. Which
is why you need your first-string varsity writer because
s/he must create some very special, corrective language.
Words that are not only compelling, persuasive and
believable, but clear and factual if they are to correct
something an
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
d shift perception/opinion towards your
point of view leading to the behaviors you are targeting.
What will carry your message to the attention of your target audience? Why the communications tactics most likely to reach that group of people, of course. After you run the draft message by your PR people for impact and persuasiveness, you can choose from
What will carry your message to the attention of your target audience? Why the communications tactics most likely to reach that group of people, of course. After you run the draft message by your PR people for impact and persuasiveness, you can choose from
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
mong dozens that
are available to you. From speeches, facility tours, emails
and brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But be
sure that the tactics you pick are known to reach folks
just like your audience members.
Because we all know that a message’s believability can depend on the credibili
Because we all know that a message’s believability can depend on the credibili
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ty of the means used to deliver it,
you may decide to unveil it before smaller meetings and
presentations rather than using higher-profile news releases.
Calls for progress reports are a signal that the time has come for you and your PR team to begin a second perception monitoring session with members of your external audience. Many of the same questions
Calls for progress reports are a signal that the time has come for you and your PR team to begin a second perception monitoring session with members of your external audience. Many of the same questions
.
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
used in the
first benchmark session can be used again. But this time,
you will be watching carefully for signs that the problem
perception is being altered in your direction.
Should forward progress slow, you can always speed up matters by adding more communications tactics as well as increasing their frequencies.
Managers who succeed in altering the pe
Should forward progress slow, you can always speed up matters by adding more communications tactics as well as increasing their frequencies.
Managers who succeed in altering the pe
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
rception of their
key external stakeholders, thus moving their behaviors
in the managers’ direction, will soon determine the
success to which they have become entitled.
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.
Robert A. Kelly © 200
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.
Robert A. Kelly © 200
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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