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Advice Pool - Managers: Here's a PR Template for You
Let’s start out with a caution for business, non-profit and
association managers: the premise of public relations
implies that the work you do BEFORE you use PR
tactics, such as press releases, brochures and broadcast
interviews, will determine the success of your public
relations effort.
Reason is, if you are one of those managers, the PR plan that flows from tha
Reason is, if you are one of those managers, the PR plan that flows from tha
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
t premise will call for achieving your
managerial objectives by altering perception leading to
changed behaviors among those important external
audiences that MOST affect your department, group,
division or subsidiary.
Here, read that public relations premise for yourself. People act on their own perception of the facts before them, which leads to predictable behav
Here, read that public relations premise for yourself. People act on their own perception of the facts before them, which leads to predictable behav
; 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
ors 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.
Of all the things the premise tells you about public relations, the most basic may be that you need to do
Of all the things the premise tells you about public relations, the most basic may be that you need to do
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
some serious planning early-on about the behaviors
of those vital outside audiences rather than exploding
right out-of-the-gate with a tactical broadside.
For example, you don’t want to move prematurely into 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 r
For example, you don’t want to move prematurely into 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 r
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
each?
What do you 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?
That is a critical planning concern because the people with whom you interact every day behave like everyone else – they act upon their perceptions of th
That is a critical planning concern because the people with whom you interact every day behave like everyone else – they act upon their perceptions of th
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. And that 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.
Once the preliminary public relations planning is complete, you can look forward to PR results such as rising membership application
Once the preliminary public relations planning is complete, you can look forward to PR results such as rising membership application
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
; customers making
repeat purchases; new approaches 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; welcome bounces in show room visits, not
to mention politicians and legislators viewing you as
a key member of the busines
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, non-profit or association
communities.
But who will do this specialized kind of work? An outside PR agency team? Folks assigned to your operation? Your own public relations people? Regardless of where they come from, they need to be committed to you and your PR plan beginning with key audience perception monitoring.
Are the folks assigned to you really serious
But who will do this specialized kind of work? An outside PR agency team? Folks assigned to your operation? Your own public relations people? Regardless of where they come from, they need to be committed to you and your PR plan beginning with key audience perception monitoring.
Are the folks assigned to you really serious
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
about
knowing how your most important outside audiences
perceive your operations, products or services? Do they
really accept the truth that perceptions almost always
lead to behaviors that can help or hurt your operation?
Take the time to review with them in detail how you plan to monitor and gather perceptions by questioning members of your most important outsid
Take the time to review with them in detail how you plan to monitor and gather perceptions by questioning members of your most important outsid
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
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 our people or procedures?
If there’s enough money in the PR budget, be sure to use professional survey firms in
If there’s enough money in the PR budget, be sure to use professional survey firms in
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
he perception monitoring
phases of your program. If not, you’re still fortunate because
your PR people are also in the perception and behavior
business and can pursue the same objective: identify
untruths, false assumptions, unfounded rumors,
inaccuracies, misconceptions and any other negative
perception that might translate into hurtful behaviors.
It’s quite clea
It’s quite clea
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
r that setting just the right public relations
goal allows you to deal effectively with the most serious
problems you turned up during your key audience
perception monitoring. Your new goal could call for
straightening out that dangerous misconception, or
correcting that inaccuracy, or neutralizing that fateful
rumor.
At this point, take special care because you m
At this point, take special care because you m
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
st now
identify the right strategy, one that tells you how to move
forward. Remember 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 reinforce it. Since
the wrong strategy pick will taste like crumbled Gorganzola
che
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
se on your bread pudding, 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.
Like it or not, a strong message is needed here, one aimed at members of your target audience. There is no doubt that crafting action-forcing language to persuade an audience to
Like it or not, a strong message is needed here, one aimed at members of your target audience. There is no doubt that crafting action-forcing language to persuade an audience to
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
your way of thinking is very hard work. Which is why
you need your strongest writer. 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 and shift
perception/opinion towards your point of view leading to
the behaviors you are targeting.
How a
How a
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
e you going to carry your message to the attention
of your target audience? With 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 among dozens
that are available to you. From speeches, facility tours,
emails and brochures to consumer
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
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 know that message credibility can depend on the credibility of the means used to deliver it, you may want to try it out before smaller meetings and presentations rather than using hi
Because we know that message credibility can depend on the credibility of the means used to deliver it, you may want to try it out before smaller meetings and presentations rather than using hi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
gher-profile news releases.
About now, talk of progress reports may be heard, and they are a signal that it’s time for you and your PR team to begin a second perception monitoring session with members of your external audience. Many of the same questions used used in thebenchmark session can be asked again. Now however, you will be watching carefully for signs tha
About now, talk of progress reports may be heard, and they are a signal that it’s time for you and your PR team to begin a second perception monitoring session with members of your external audience. Many of the same questions used used in thebenchmark session can be asked again. Now however, you will be watching carefully for signs tha
.
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
the problem perception is being altered in your direction.
Don’t forget that you can always speed up program momentum by adding more communications tactics and increasing their frequencies.
This template can be effective for most public relations challenges you face. When you successfully alter the perceptions of your key external stakeholders, in most cases mo
Don’t forget that you can always speed up program momentum by adding more communications tactics and increasing their frequencies.
This template can be effective for most public relations challenges you face. When you successfully alter the perceptions of your key external stakeholders, in most cases mo
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
ing their behaviors in your direction, you should
soon enjoy the satisfaction of achieving your managerial
objectives.
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 1245 including guidelines and resource box. Robert A. Kelly © 2005
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 1245 including guidelines and resource box. Robert A. Kelly © 2005
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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