In our minds, Communications is broadly defined.
- It covers strategic communications, public relations, social media and issues/crisis management.
Creating The Cadence
How does one define strategic communications? We define it as a communications program built exclusively to accomplish your business objectives. It is based on development of a strategic plan that looks across multiple stakeholders and multiple communications disciplines to best build your business.
Key is development of a strategic roadmap that looks out several months and outlines what to say, to whom, how we say it, where, and when it takes place. This plan is a working document, able to evolve based on the business and the competitive landscape. From this simple but thoughtful foundation, we can create an effective communications program.
Upfront, we also build your story and key messages. Painting a picture of how you are different from any one else. Generating true understanding of your value proposition and benefits. And tapping into the emotions of your stakeholders to spur them to action.
Creating Strategic Visibility
Ink. Buzz. Coverage. Call it what you will, public relations has the power to get your story to the people that matter. We are deeply experienced at creating compelling story angles and matching them to the right media, whether that media is consumer, trade or industry. Television or print, online or offline, national or local, domestic or international.
Our PR campaigns have generated up to a half-billion impressions in a few weeks’ time. Our approach is based on strategic visibility – identifying the specific media outlets that can impact your business and finding creative ways to generate coverage. We are not fans of media coverage for the sake of getting “in the papers.” It must be designed to drive your business. Our programs can utilize many tools, including press releases, bylined/opinion articles, letters to the editor, photography, special events and video content.
Always remember that perception is reality, and managing perception is the core of public relations.
Today, social media has become an accepted part of our lives – both professionally, as well as personally. This goes for physicians, hospital administrators, nurses, patients, investors and, really, all of your stakeholders. In most cases, stakeholders trust what they learn themselves online more than what any company tells them directly. And peer influence is high.
Because the healthcare industry is heavily regulated, a social media strategy must take into account patient privacy, risk reporting and other issues. But that doesn’t mean it can’t be done. We base our recommendations on listening to the social media landscape and building a strategy based on neutralizing online threats and leveraging social opportunities in order to build your business. From our perspective, there’s no reason to engage in a social media tactic unless it builds or protects your business.
Often leveraging patients and physicians, our social media efforts include blogger content, building a presence on key social media channels and influencing peer communities.
We’ve all experienced a crisis at one time or another. And it’s not fun. We have a novel approach…how about avoid them? By that we mean taking a proactive approach that focuses on issues management to reduce the incidence of true crises.
Crisis preparation is key. We work with you to develop a plan to assess and deal with issues or crises when they appear. And they always appear. Having a plan in-hand ensures a calm and rationale approach to the situation rather than a reaction.
Contingency planning helps to identify and stratify potential risks to the business so we can prepare accordingly, with the right messages and materials to respond, if necessary.
Of course, when there is a true crisis, we stand ready. We have dealt with crises such as lawsuits, FDA warning letters, negative media coverage, potentially fraudulent clinical studies, ethical questions about lead investigators, employee theft and others. The result has been neutralized issues that were quickly resolved with no long-lasting impact to the business.