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Digg It - The Secret to Better Media Coverage for Your Nonprofit
Many of nonprofit communicators see media coverage (a.k.a. earned media, vs. advertising or paid media) as a cost-effective means of marketing. Here's what it takes to make your press releases really work for you:
1. Press releases are just one part of your earned me
1. Press releases are just one part of your earned me
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
dia work
Press releases are important but remember, the release is just one step in your campaign to secure media coverage. Most important is that your media efforts are fully integrated into your marketing and communications plan, timetable, and budget. Media strate
Press releases are important but remember, the release is just one step in your campaign to secure media coverage. Most important is that your media efforts are fully integrated into your marketing and communications plan, timetable, and budget. Media strate
; 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
gies should be selected only when they will help reach a specified communications objective for one or more target audiences. Messages and 'look and feel' should be consistent for EACH AUDIENCE throughout all strategies and campaigns, including media.
The success of
The success of
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
your media campaign comes from media relations - your cultivation of strong relationships with the carefully-selected journalists and editors you want to cover your organization. Your goal is to create an ongoing dialogue between a news outlet and your spokespeople in
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
an effort to have your organization discussed in a positive manner in a publication or broadcast.
Once you've developed a current press list, begin by identifying the top ten media outlets that you'd like to see cover your news. Make sure you target the right person
Once you've developed a current press list, begin by identifying the top ten media outlets that you'd like to see cover your news. Make sure you target the right person
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
in each outlet and introduce yourself and your organization, inviting reporters for a site visit or special event or arranging interviews with leaders. Make sure to keep in touch to learn what kind of stories these reporters are looking for and shape your news to prov
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
ide them with what they need. Although relationship-building is a long and labor intensive process, media relations is the only way to get good media coverage.
2. Shape press releases that grab reporters' attention Once relationship building is underway, how do you s
2. Shape press releases that grab reporters' attention Once relationship building is underway, how do you s
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
ape releases that engage reporters? Here are some musts:
- Be judicious about when you craft a release, doing so only for significant developments. Make sure that you're covering hard news for the most part as soft news items or features don't have the same urg
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ency. Send hard news releases to news editors;features releases to feature editors.
- Establish your organization and leadership as experts in your field. Your goal is to generate incoming press calls seeking insights on the field and issues, as well as
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
to place your stories. Consider listing your experts with ProfNet which links reporters and expert sources. http://www.profnet.com
- Sharpen your messages. Develop three or four core points that you want to communicate and stick to these in the release
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
and interviews. Also, make sure you hone a brief (four-twelve words) description of your organization and use it consistently throughout all of your marketing and communications materials. Remember to make it easy for the press:
- Structure releases s
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
o that they can be digested at a glance, printed on a recognizable letterhead, including a clear headline, a one-sentence sub-head that clarifies its importance (if necessary), and crisp, succinct copy with quotes from relevant leaders and experts.
- Wr
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
ite releases so that the copy can be cut-and- pasted by interested journalists (and more likely that your news will be picked up). Style should be fairly standard for easy extraction.
- In every release, include a release date and clear contact informat
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
ion at top and an About' paragraph (following the release body) detailing key information about your organization.
- Make sure that you know how each recipient prefers to receive releases (email, fax, carrier pigeon) and stick to that preference. Nothin
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
is more frustrating than a huge release distribution that generates no interest.
- Join the right wire service(s) to supplement your distribution and ensure that your releases get into news retrieval databases. Options include PR Newswire and Ascribe.
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
3. Follow-up, follow-up, follow-up
There is nothing more important than following up on your press releases. Journalists receive stacks of releases and contacts from folks wanting to place news. It's your relationships and your follow-up calls that generate
There is nothing more important than following up on your press releases. Journalists receive stacks of releases and contacts from folks wanting to place news. It's your relationships and your follow-up calls that generate
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
interviews and story placement. Ideally, you'll work with your press contacts to shape feature releases to their needs prior to distribution.
In-house or outsource?
Although media responsibilities are frequently outsourced to an agency or consultan
In-house or outsource?
Although media responsibilities are frequently outsourced to an agency or consultan
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
(s), that's not a must. If you're just initiating your media effort, you might want to outsource strategic media planning including special events and news conferences (based on your organizational and communications goals for the year) and press list and press releas
.
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
e template development. If possible,it's best for a staff person to develop relationships with key media contacts. You and your colleagues are the subject experts and must be prepared to work directly with the press to ensure powerful, accurate coverage.
Whatever app
Whatever app
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
roach you take, never release all control and involvement of your earned media effort. You'll generate the most coverage, and the greatest results, when you plan in the context of your overall marketing and communications agenda, review results, and revise accordingly
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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