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Digg It - Is This What PR's All About?
Simply moving messages from one point to another
using tactics like press releases, special events, brochures
and broadcast plugs?
Good gosh, I hope not!
Not when many business, non-profit, government agency and association managers badly need to do something both positive and meaningful about the behaviors of those important outside audiences of theirs who
Good gosh, I hope not!
Not when many business, non-profit, government agency and association managers badly need to do something both positive and meaningful about the behaviors of those important outside audiences of theirs who
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
se behaviors
MOST affect the departmental, divisional or subsidiary
unit they manage.
These are the same managers who need the kind of public relations effort that leads them directly to achieving their managerial objectives; in particular by persuading those key outside folks to the manager’s way of thinking by helping move audience members to take acti
These are the same managers who need the kind of public relations effort that leads them directly to achieving their managerial objectives; in particular by persuading those key outside folks to the manager’s way of thinking by helping move audience members to take acti
; 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
ns that
help the manager’s department, group, division or
subsidiary to succeed.
As long-ago news commentator Gabriel Heater used to say, “Ah, there’s good news tonight!” Here, that good news is the fact that the right public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences. Achievabl
As long-ago news commentator Gabriel Heater used to say, “Ah, there’s good news tonight!” Here, that good news is the fact that the right public relations planning really CAN alter individual perception and result in changed behaviors among key outside audiences. Achievabl
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e, incidentally, only when you as a manager
require more than news releases, special events and
broadcast plugs. When that happens, you should
receive the quality public relations results you deserve.
Here’s the way public relations’ underlying premise puts it: people act on their own perception of the facts before them, which leads to predictable behavior
Here’s the way public relations’ underlying premise puts it: people act on their own perception of the facts before them, which leads to predictable behavior
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
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.
Sample some of the playback that can come about from this kind of public relations: community leade
Sample some of the playback that can come about from this kind of public relations: community leade
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s begin
to seek you out; capital givers or specifying sources
start to look your way; welcome bounces in show room
visits occur; new prospects actually start to do business
with you; politicians and legislators begin looking at
you as a key member of the business, non-profit or
association communities; new proposals for strategic
alliances and joint ven
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
tures start showing up; customers
begin to make repeat purchases; and membership
applications start to rise.
Look first to your public relations professionals, who are already in the perception and behavior business, to handle your data gathering activity, an essential component of your new opinion monitoring project. But be certain that the PR staff reall
Look first to your public relations professionals, who are already in the perception and behavior business, to handle your data gathering activity, an essential component of your new opinion monitoring project. But be certain that the PR staff reall
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
accepts why it’s
SO important to know how your most important
outside audiences perceive your operations, products
or services. Essentially, be sure they truly believe that
perceptions almost always result in behaviors that can
help or hurt your operation.
Together with your PR specialists, analyze your plans for monitoring and gathering perceptions by q
Together with your PR specialists, analyze your plans for monitoring and gathering perceptions by q
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
uestioning
members of your most important outside audiences.
Suggest that the staff consider 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 familiar with our
services or products and employees? Have you
experienced problems with our people or procedure
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
?
Retaining a professional survey firm to do the opinion gathering work, can strain your budget and end up more expensive than using your own staff people. But 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 ne
Retaining a professional survey firm to do the opinion gathering work, can strain your budget and end up more expensive than using your own staff people. But 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 ne
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ative
perception that might translate into hurtful behaviors.
This is where we establish a clearcut and realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. You may decide to straighten out that dangerous misconception, bring to an end that potentially painful rumor, or corre
This is where we establish a clearcut and realistic PR goal calling for action on the most serious problem areas you uncovered during your key audience perception monitoring. You may decide to straighten out that dangerous misconception, bring to an end that potentially painful rumor, or corre
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
ct that gross
inaccuracy.
Since goal and strategy go together like Oreo cookies and milk, you must connect your goal to an action- oriented strategy that shows how to get to where you’re going. Actually, you have just three strategic options available to you when it comes to doing something about perception and opinion. Change existing perception, creat
Since goal and strategy go together like Oreo cookies and milk, you must connect your goal to an action- oriented strategy that shows how to get to where you’re going. Actually, you have just three strategic options available to you when it comes to doing something about perception and opinion. Change existing perception, creat
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
perception where there
may be none, or reinforce it. Needless to say, the
wrong strategy pick will taste like whipped cream on
your pot roast. 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.
Now you must task your team’s best write
Now you must task your team’s best write
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
r to prepare
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. S/he must produce some really corrective
language that is not merely compelling, persuasive and
believable, but clear and factual if they are to shift
perception/opinio
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
towards your point of view and
lead to the behaviors you have in mind.
Luckily for you, the right communications tactics will carry your message to the attention of your target audience? There are many tactics available from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many ot
Luckily for you, the right communications tactics will carry your message to the attention of your target audience? There are many tactics available from speeches, facility tours, emails and brochures to consumer briefings, media interviews, newsletters, personal meetings and many ot
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
ers. But be certain
that the tactics you pick are known to reach folks
just like your audience members.
Since the means by which you communicate your message is always a concern because its credibility is fragile and always suspect, you may wish initially to unveil your corrective message before smaller meetings through presentations rather than using
Since the means by which you communicate your message is always a concern because its credibility is fragile and always suspect, you may wish initially to unveil your corrective message before smaller meetings through presentations rather than using
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
higher-profile news releases.
Measuring how far you’ve come since the program’s inception, you’ll want to compare where you are now against the starting point to show the progress you’ve made. First, you’ll be demonstrating, in the form of periodic progress reports, how the monies spent on public relations can pay off. However, it’s also an alert to start
Measuring how far you’ve come since the program’s inception, you’ll want to compare where you are now against the starting point to show the progress you’ve made. First, you’ll be demonstrating, in the form of periodic progress reports, how the monies spent on public relations can pay off. However, it’s also an alert to start
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
a second perception monitoring
session with members of your external audience.
Here, you’ll use many of the same questions used
in the benchmark interviews. But now, you will be
on strict alert for signs that the bad news perception
is being altered in your direction.
Without doubt, you will face periodic slowdowns in the program. Generally, adding more c
Without doubt, you will face periodic slowdowns in the program. Generally, adding more c
.
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
ommunications
tactics, and/or increasing their frequencies, usually
solves that problem.
As asked up front: Is PR all about moving messages from one point to another using familiar tactics? I said Good Gosh, I hope not! And I still say, Good Gosh, I hope not!
Much preferred are managers who decide they no longer wish to be denied the best public relatio
As asked up front: Is PR all about moving messages from one point to another using familiar tactics? I said Good Gosh, I hope not! And I still say, Good Gosh, I hope not!
Much preferred are managers who decide they no longer wish to be denied the best public relatio
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
s has to offer,
preferring instead to pursue the quality public relations
results they believe they deserve.
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 1220 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 1220 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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