August 2004

Does your PR build press equity?

“My company issues press releases like clockwork; I wonder why we still are not getting print coverage?” If this is a question you have been asking yourself, you are missing an important link in marketing communications—strategic public relations.

The most valuable press strategy keeps the communications goal in mind every day. Even when there is not news, your team can be building awareness with the press, and that buys you equity that can quickly translate to coverage on a news day.

Smart PR strategies use multiple methods to create opportunities to talk with the press. Here are some examples.

1. Are you spotting a trend in coverage that ties to upcoming marketing events or product news for your firm?

Consider a call to editors to suggest a new angle on the coverage, have your executives weigh in with a Q&A, or provide them with research data or statistics from a survey that they may not have available. Your company may not be mentioned directly, but editors remember you are important to their coverage area and you will be on their radar. They may call for comment in the future.

2. Are you going to do a market push on product in coming months?

Send editors a sample, preview the campaign theme with the device or product. Editors live in an abstract world, make it come alive, it builds brand and they will take your call come news day to hear more details.

3. Are you sharing press concerns about common industry issues ongoing?

If you see an article that is thoughtful, but missing your company perspective, send a comment with an ongoing “rapid response” approach that commends their story and gets them thinking along your lines. When editors know you appreciate their coverage, even when it is about a competitor, it is easy to approach them on a news day and get the dialogue going, because you already have a relationship and a level of trust. Get in game and keep the industry dialogue ongoing with the press—it will work to your advantage to let them know you have a brand and a point of view, but also see the market objectively.

When you have awareness, you are building brand. Get acquainted with editors long before you issue that press release.

Strategic public relations requires building press equity through ongoing, valuable press contact. You have a chance to make news, every day.

To learn more about public relations value and building press equity send us an email at contact@aperiolife.com or call us at 415.601.5336.

Aperio Life is a full service marketing communications and advertising agency that provides strategic counsel, creative services and PR to companies in the life sciences industry with focus in four key sectors: genomics/drug discovery; biotechnology/pharmaceuticals; medical device/diagnostics; and consumer health.

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