Allow me to pause for a moment to say that the mainstream and trade media are still important components of a great public relations program. On my blog and on the speaking circuit, I've sometimes been accused of suggesting that the media are no longer relevant. That is not my position. The media are critically important for many organizations. A positive story in Rolling Stone propels a rock band to fame. A healthcare marketing agency provides you with diverse and effective PR support to ensure your message gets heard every time.
An article in the Wall Street Journal brands a company as a player. A consumer product talked about on the Today Show gets noticed. In many niche markets and vertical industries, trade magazines and journals help decide which companies are important. However, I do believe that, while all these outlets are important aspects of a larger PR program, there are easier and more efficient ways to reach your buyers. And here's something really neat: If you do a good job of telling your story directly, the media will find out. And then they will write about you! Fully immersed yourself within the content and social space provided by a healthcare pr agency for your organisation.
Public relations work has changed. PR is no longer just an esoteric discipline where companies make great efforts to communicate exclusively to a handful of reporters who then tell the company's story, generating a clip for the PR people to show their bosses. These days, great PR includes programs to reach buyers directly. The web allows direct access to information about your products, and smart companies understand and use this phenomenal resource to great advantage. A top pr freelancer in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.
The Internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online video, news releases, and other forms of web content let organizations communicate directly with buyers. How one comprehends given information is all-important in public relations. For decades, baby harp seals were bludgeoned to death by fur hunters, but until the public saw the cute little critters up close and personal and perceived the hunt as unacceptable, the problem didn’t exist. Before that, it was a matter of trappers preserving their hardy way of life. The seals ultimately hired the better publicist. Many a freelance medical writer will specialise in strategic communications spanning media relations, social media management and digital marketing.
This also works in negative ways. The congressional check-bouncing scandal in the mid-to late 1980s was a case in which individual congressmen’s visibility skyrocketed while their credibility plummeted. The Phillip Morris Company, a manufacturer of cigarettes, spends time and money claiming that cigarettes are okay. Nothing they do or say will ever make that true, but they may go a long way in changing public perception of their product. In the early 1990s they sponsored a national tour of the original Bill of Rights document, implying subliminally that no-smoking regulations infringe on our basic liberties. A good healthcare communications agency excels at creating strategic campaigns and raising public awareness.