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Four Steps to a Solid PR Strategy

BY CAROL NEWMAN retain? Other referring providers? Then
ask yourself what message you wish to
The goal of a sound PR strategy is uni- deliver to that group and what do you
versal regardless of what industry you hope to achieve. With these answers,
are in: deliver the right message, to the you’ll be able to develop a clear cam-
right audience, at the right time. In an paign goal.
ideal world, a successful PR campaign is 2. Craft Your Message – Developing
tailored to the marketplace and reaches your pitch should be based on research.
the patients you want to reach through Is there anyone else providing the same
broad and relevant coverage with a well service you are and, if so, what makes
thought out pitch that entices the media you different? Are you the first or only to
to want to cover your story. In reality provide a new treatment option?
however, either due to time constraints Were/Are you part of a research trial that
or lack of support, PR campaigns often aims to change the science of how we
aren’t put together with formulaic treat people? What claims can you make
approaches and wind up yielding mini- that no one else can? Is there a successful
mal, sporadic results with a story that and moving patient story you can Sending the same email to your entire able. To define a measure of success for a
lacks targeting and focus needed to gen- include in your pitch that is moving and media list may not be an effective strate- PR campaign, ask yourself, did the cam-
erate high quality coverage. supports the message you want to pro- gy. Know your journalists and their paign help increase share of voice over
A medical PR professional needs to not mote? A well-crafted pitch should be pitching preferences. Do some of them competitors? Were the key messages
only stay up to date with the latest med- concise and move your target audience appreciate exclusivity or first rights to a conveyed in the coverage obtained? Was
ical technologies and research but also towards an action. story? Personal emails tailored to a spe- the coverage positive, negative or neu-
with media outlets who typically cover 3. Find The Right Media Outlets – cific journalist or knowing how to tailor tral?
health care discussions and updates in Once you know what you want to say, a story to their “beat” can make your Pitch Perfect PR & Media Strategies
real time. Knowing everything possible you must explore the different mediums pitch more relevant to a journalist which specializes in health care-specific public
about the media environment you are you want to target to help tell your story can generate a high response rate and relations and communications and has
entering is crucial to a campaign’s suc- and what those mediums may need such better coverage. generated thousands of media hits on a
cess. Here are four steps to achieve a as interviews, photos, videos, etc. 4. Define How to Measure Your local, regional, national and internation-
solid PR strategy: Because of the fast-paced nature of the Results – One of the biggest challenges al level for its clients.
1. Define Your Campaign Goals – All media, you may need to have these items for a PR professional is measuring results
PR campaigns need a clear goal. ready to go at a moment’s notice. Your and providing hard data. Sure, you can If you have a story to tell, contact Pitch
Answering key questions ahead of time tactics may include providing media always measure media hits and impres- Perfect PR at (786) 270-9909 or
can help you define what you wish to releases, story pitches, press tours, inter- sions but a great PR professional can joanna@pitchperfectprmiami.com.
achieve. Who is your ultimate customer? views, blogs, social media posts, speak- change the way an organization is per- For more information,
Is it new patients you are trying to ing engagements or positioning an ceived or increase awareness of its brand, visit pitchperfectprmiami.com.
obtain? Current patients you wish to expert as a source on breaking news. which is not always as easily quantifi-

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