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Cases - PR Still a Mystery to Some
Unfortunately, there are managers who define public
relations by its applications. Which explains neither its
underlying strengths nor what PR is all about.
The casual observer is left with a confusion of tactical, application-oriented definitions of the public relations function: Is it publicity? Crisis management? Special events? Reputation managem
The casual observer is left with a confusion of tactical, application-oriented definitions of the public relations function: Is it publicity? Crisis management? Special events? Reputation managem
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
ent? Promotion? Or a slew
of other tactics in which we engage from time to time?
Which is it? More important, just what lies at the core of managerial public relations anyway?
I believe the core lies in doing something positive about the behaviors of those important outside audiences of yours that most affect your operation.
In other words, create ext
Which is it? More important, just what lies at the core of managerial public relations anyway?
I believe the core lies in doing something positive about the behaviors of those important outside audiences of yours that most affect your operation.
In other words, create ext
; 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
ernal stakeholder behavior change –
the kind that leads directly to achieving your managerial
objectives.
And do so by persuading those key outside folks to your way of thinking, then help move them to take actions that allow your department, division or subsidiary to succeed.
Luckily, there’s also a blueprint at the center of public relations to hel
And do so by persuading those key outside folks to your way of thinking, then help move them to take actions that allow your department, division or subsidiary to succeed.
Luckily, there’s also a blueprint at the center of public relations to hel
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
p you cement that PR core for your own managerial benefit.
And it goes like this: People act on their own perception of the facts before 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 affec
And it goes like this: People act on their own perception of the facts before 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 affec
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
the
organization the most, the public relations mission is accomplished.
And for managers such as you, here’s the type of results that could emerge. Healthy bounces in show room visits; community leaders seeking you out; prospects starting to do business with you; membership applications on the rise; customers making repeat purchases; fresh proposal
And for managers such as you, here’s the type of results that could emerge. Healthy bounces in show room visits; community leaders seeking you out; prospects starting to do business with you; membership applications on the rise; customers making repeat purchases; fresh proposal
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 for strategic alliances and
joint ventures in the inbox; capital givers or specifying sources
looking your way, and even politicians and legislators
beginning to view you as a key member of the business,
non-profit or association communities.
You also need PR team members who understand that blueprint and commit themselves to its implementation, st
You also need PR team members who understand that blueprint and commit themselves to its implementation, st
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
arting with
key audience perception monitoring. Let’s face it, your PR
people are already in the perception and behavior business,
so they should be of real use for this initial opinion monitoring
project.
Caveat: you must be certain your public relations people really believe – deep down -- why it’s SO important to know how your most important out
Caveat: you must be certain your public relations people really believe – deep down -- why it’s SO important to know how your most important out
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
ide audiences perceive your
operations, products or services. Make sure they accept the
reality that perceptions almost always lead to behaviors that
can help or hurt your unit.
Talk it over with them, especially your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: h
Talk it over with them, especially your plan for monitoring and gathering perceptions by questioning members of your most important outside audiences. Questions like these: h
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ow
much do you know about our organization? Have you had
prior contact with us and were you pleased with the interchange?
Are you familiar with our services or products and employees?
Have you experienced problems with our people or procedures?
While professional survey firms can always be hired to do the opinion monitoring work, they also can cost bi
While professional survey firms can always be hired to do the opinion monitoring work, they also can cost bi
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
g bucks. So,
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
negative perception that might translate into hurtful behaviors.
The PR goal, obviously, is to do something about the most serious distortions y
The PR goal, obviously, is to do something about the most serious distortions y
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
u discover during your key audience
perception monitoring. Will it be to straighten out that
dangerous misconception? Correct that gross inaccuracy?
Or, stop that potentially bloody rumor dead in its tracks?
Truth is, you won’t get there at all without the right strategy to tell you how to proceed. But keep in mind that there are just three strategic
Truth is, you won’t get there at all without the right strategy to tell you how to proceed. But keep in mind that there are just three strategic
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
options available when it comes to doing something
about perception and opinion. Change existing perception, create
perception where there may be none, or reinforce it. The wrong
strategy pick will taste like pepper flakes on your Cr?me Brulee,
so be sure your new strategy fits well with your new public
relations goal. You wouldn’t want to select “c
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
hange” when
the facts dictate a “reinforce” strategy.
Now it’s time to put together a well-written message and direct it to members of your target audience. It’s always a challenge to create an actionable message that will help persuade any audience to your way of thinking.
You need your best scribes for this one because s/he must build some very spe
Now it’s time to put together a well-written message and direct it to members of your target audience. It’s always a challenge to create an actionable message that will help persuade any audience to your way of thinking.
You need your best scribes for this one because s/he must build some very spe
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
cial, corrective language. Words that are not merely compelling, persuasive and believable, but clear and factual if
they are to shift perception/opinion towards your point of view
and lead to the behaviors you have in mind.
Once you’ve run draft copy by your PR team, it’s on to the next selection process -- the communications tactics most likely to ca
Once you’ve run draft copy by your PR team, it’s on to the next selection process -- the communications tactics most likely to ca
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
ry your message to the attention of your target audience.
There are scores that are available. From speeches, facility tours,
emails and brochures to consumer briefings, media interviews,
newsletters, personal meetings and many others. But you must
be certain that the tactics you pick are known to reach folks like
your audience members,
By the way, y
By the way, y
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
ou may wish to avoid “shouting too loud” and
unveil your message before smaller meetings and presentations
rather than using higher-profile news releases, as the credibility
of any message is fragile and always at stake.
The people around you will start agitating in short order for progress reports, which signals to you and your PR team to get going
The people around you will start agitating in short order for progress reports, which signals to you and your PR team to get going
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
on a second perception monitoring session with members
of your external audience. You’ll want to use many of the same
questions used in the first benchmark session. Big difference this
time is that you will be on red alert for signs that the bad news
perception is being altered in your direction.
Incidentally, I’ve always thought it fortunate that such
Incidentally, I’ve always thought it fortunate that such
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
matters
usually can be accelerated simply by adding more communications
tactics as well as increasing their frequencies.
So, at the end of the day, what you want the new PR plan to accomplish is to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department,
So, at the end of the day, what you want the new PR plan to accomplish is to persuade your most important outside stakeholders to your way of thinking, then move them to behave in a way that leads to the success of your department,
.
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
division or subsidiary.
Public relations should no longer be a mystery when the people you deal with do, in fact, behave suspiciously like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Which means you really have little choice but to deal promptly and effectively with those perceptions by doin
Public relations should no longer be a mystery when the people you deal with do, in fact, behave suspiciously like everyone else – they act upon their perceptions of the facts they hear about you and your operation. Which means you really have little choice but to deal promptly and effectively with those perceptions by doin
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
g what is necessary to reach and move
those key external audiences of yours to actions you desire.
end
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 © 2004
end
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 © 2004
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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