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Pharmaceutical Companies, Public Relations & Search
Saturday, August 19, 2006
One major feature driving the growing popularity of public relations for marketing is its ability to live within limitations and restrictions set by law. The rules governing pharmaceutical industries come to mind. Everybody has noticed change in drug commercial TV-spots resulting from the FDA's truth in advertising laws. But when your publicity is being driven through word-of-mouth and matter-of-fact editorial coverage, you don't have such restrictions. Editorial gets a "get out of jail free" card when it comes to garnering publicity. It's exposure in mainstream media, but it's just not advertising.
Public relations is made to order for drug companies. In addition to developing strategies to get your message out, public relations is uniquely suited to deal with damaging news stories, preferably diffusing the story before it even hits the press. And with today's real-time blogging, sometime it is even beneficial to monitor the mention of drug names online in real time. The danger is that un-tended, just about any blogger with a horror story and axe to grind has a decent ability grab that first page of search results on the drug's name. The ability of single individuals to impact the viability of entire product lines is constantly on the rise. PR firms know how to manage this. Managing your Web and "search engine presence" is now firmly in the realm of public relations, so you can get a complete and very strategic alternative marketing campaign from a single company.Labels: blog, pr, search
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