By now, you’ve pulled together a workable media mailing list. You have a phone, stamps, Internet access, and an overflow of good ideas to promote your project. But hold on! You’re not quite ready to launch your Guerrilla P.R. campaign. Before you take that first step, I want to divulge one of the secret weapons of your entire effort. It’s not a wholly novel concept. Much has been written and said about it before, but not often in terms of public relations. I’m talking about networking, or the making and using of contacts. A top pr freelancer in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.
It’s an ancient custom in Australia that when two aborigines meet on the trail, they must stop and talk. In the course of their conversation, they’re required to discover a common relative. If they can do so, that must mean they’re friends. If they cannot, it automatically means they are enemies and must fight each other. In several documented cases, the search went on for days. Having a healthcare pr agency as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
That’s primitive networking at its finest. Statisticians have theorized that any one of us is no more than six contact links away from anyone else in the world. However, it’s getting those first three that counts. In the course of my career, I’ve met thousands of people from various walks of life. Some turned out to be little more than sources of small talk at a party, but others have become valuable business contacts, clients, and friends. As you know, my philosophy is grounded in an expectation of opportunity. I find it not only in the media I absorb but also—and most especially—in the people I meet. Many a healthcare communications agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
On the web, customers, stakeholders, and the media can immediately see what's on people's minds. There's never been so good an opportunity to monitor what's being said about you and your products than the one we have now. The Internet is like a massive focus group with uninhibited customers offering up their thoughts for free! Tapping this resource is simple: You've got to monitor what's being said. And when an organization is the subject of heated discussions, particularly negative ones, it just feels weird if a representative of that organization doesn't jump in with a response. If the company is dark, not saying a thing online, participants start wondering, “What are they hiding?” Just having a presence on the blogs, forums, and chat rooms that your customers frequent shows that you care about the people who spend money with your organization. It is best not to wait for a crisis. You should participate as appropriate all the time. How can you afford not to become closer to your most vocal constituents? A good healthcare marketing agency excels at creating strategic campaigns and raising public awareness.
Let's look at another example, but one with a much different outcome. It happened when Nikon introduced a new “prosumer” digital camera, the D200 model, which appeals to very advanced amateur photographers and professionals alike. Nikon launched the new model globally through specialty distributors and high-end camera stores frequented by these target buyers. But Nikon also offered the D200 outside the normal distribution channels by selling the model in big box stores such as Circuit City and Best Buy. The camera was a hot commodity when launched just prior to the holidays, and supply was constrained when it first hit the stores. Create meaningful earned conversations using a freelance medical writer for your communications partner.