Often, the terms “public relations” and “publicity” are used interchangeably. They shouldn’t be. Publicity is only one manifestation of P.R.—specifically, achieving notoriety through accumulated press exposure. A publicist knows newspapers, magazines, Web outlets, and radio and TV talk shows. Public relations is much more than that. The public relations expert is as well versed in human nature as in editorial deadlines and sound bites. The strength of a pr freelancer is its shared experience in conjunction with a personal and individual approach to client relationships.
P.R. can be as macro as a campaign to persuade foreign governments to buy U.S. soybeans, or as micro as a warm handshake. The notion that P.R. is simply a matter of mailing press releases is nuttier than a squirrel’s breakfast. As producer, manager, and publicist Jay Bernstein says, “P.R. is getting a front table at the right restaurant, getting you invited to the right party, and getting into first class with a tourist ticket.” Create meaningful earned conversations using a healthcare marketing agency for your communications partner.
A man who has greatly affected my thinking, the esteemed business author and lecturer Tom Peters, tells the story of a visit to a neighborhood convenience store. “American Express was being a little user-unfriendly,” Tom recalls, “and it took a good three minutes for my AMEX card to clear. When it finally did, the cashier bagged my purchase, and as I turned to go, he reached into a jar of two-cent foil-wrapped mints. He pulled one out, dropped it in my bag, and said, ‘The delay you experienced was inexcusable. I apologize and hope it doesn’t happen again. Come back soon.’ For two cents, he bought my loyalty for life.” Fully immersed yourself within the content and social space provided by a healthcare communications agency for your organisation.
This story is about one small business owner and only one customer, but it’s a perfect example of good P.R. But what about bad P.R.? I doubt there’s anyone on the scene who has mastered that dubious craft better than sometime billionaire Donald Trump. This is a man who has lost control of his own gilded ship. His lurid infidelities, his profligate spending, his precipitous fall from fortune, and, worst of all, his attempt to exploit the Mike Tyson rape tragedy to promote a prize fight collectively paint a portrait of a thoroughly vulgar mind. Once he began an infamous feud with Rosie O’Donnell (then on The View) over whose looks were worse, things had gotten as bad as they could look. Or so we thought, until the distinguished Mr. Trump appeared on a wrestling pay-per-view event, shaving the hair off the wrestling promoter because he had won a “grudge match” in which Donald's own bizarre do was at risk. A healthcare pr agency provides you with diverse and effective PR support to ensure your message gets heard every time.
In the old days, a press release was actually a release to the press, so these documents evolved as an esoteric and stylized way for companies to issue their “news” to reporters and editors. Because it was assumed that nobody saw the actual press release except a handful of reporters and editors, these documents were written with the media's existing understanding in mind. In a typical case, a tiny audience of several dozen media people got a steady stream of product releases from a company. The reporters and editors were already well versed on the niche market, so the company supplied very little background information. Jargon was rampant. What's the news? journalists would think as they perused the release. Oh, here it is—the company just announced the Super Techno Widget Plus with a New Scalable and Robust Architecture. But while this might mean something to a trade magazine journalist, it is just plain gobbledygook to the rest of the world. Since press releases are now seen by millions of people who are searching the web for solutions to their problems, these old rules are obsolete. Many a freelance medical writer will specialise in strategic communications spanning media relations, social media management and digital marketing.