Posts Tagged ‘media relations’

Maximizing Visibility for Medical Devices Throughout the FDA Approval Process

Pursuing FDA approval for your medical device can be an exciting time for any company in the healthcare space. Whether you are taking the path of the FDA’s premarket approval (PMA) process or the 510(k), the regulatory milestones along the way create multiple opportunities for a company to begin generating visibility and awareness for the product.

These key milestones include:

Clinical Trials PMA/510(K) Submission Advisory Committee Meeting FDA Approval Launch

A PR strategy that beings at the start of clinical trials and keep key stakeholders inform...
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The Keys to Successful Media Pitching

As public relations professionals, one of our main responsibilities is to build relationships with the media on behalf of our clients. Developing a good rapport with a member of the media can result in interview and byline opportunities you’ve pitched as well as opportunities where a reporter proactively reaches out to use a client as an expert in an upcoming piece.

In order to foster a great relationship with a member of the media, a PR pro must first understand the keys to successful pitching. Understanding what a reporter is looking for will enable you to draft pitches that will not ...
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The PR Times They Are A-Changing

“What exactly is public relations?” I get asked this question all of the time (side note: mainly from my mother). For years my answer always included some form of “we work with the media and journalists.” While this still holds true, the answer has shifted a bit as the public relations (PR) landscape has taken on new forms and new channels.

The Media

While traditional journalists are still present and relevant, bloggers are now also regular targets to pitch. Bloggers have quickly made their rise in the PR world, and in some cases can be equally or more influential...
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Four Tips to Getting Client Coverage When They Have No News

A client with a strong pipeline of newsworthy announcements is as exciting as winning the lottery to most PR professionals. The media craves hard numbers, customer partnerships, funding, and new products. More often than not, however, early stage companies don’t have a never-ending stream of announcements. This can be a major challenge, but nearly ten years in the industry and numerous start-up clients have given me some great ways to make sure that a lack of hard news doesn’t mean a lack of great hits.

Look to Executives and Unique Employees

It might be time to refre...
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Content Marketing vs. Public Relations: Why New Ways to Publish Don’t Replace PR for B2B Companies

The last five years have seen a marked changed in the way content is generated online. Instead of relying on a newsroom staffed with journalists, online media platforms are trading on their infinite column length of free content from outside sources. What was first a cost-cutting measure is now a potential money maker has the views generated help bolster advertising revenues at a fraction of the cost of internal writers and editors.

This change has given individuals the ability to publish their work alongside journalists with only small cues to differentiate them to the reader (e....
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Feb 21

Five Steps to Ghost Writing the Perfect Byline

A byline article is a great opportunity for a client to tell their story. They can use their own words and voice and are typically positioned as an industry thought leader. Often written by public relations professionals, these articles are published with the client’s name. For PR pros, that means delivering a well thought out and written piece. Luckily, with a little planning and attention to detail, your byline article can be perfect. Here are a few tips to remember:

Research: This sounds simple, but there are many factors you need to consider before writing. Reading past inte...
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Sep 01

Are you Working on Marketing Outputs, or Outcomes?

During a recent conference, I spent seven hours with local entrepreneurs, marketers, and PR professionals sharing first-hand experiences around marketing challenges and how they solved them. One of the main topics was digital trends and what we, as content producers, should know.

One speaker who really stood out for me was the charismatic Wil Reynolds, Founder and Director of Strategy at SEER Interactive, a digital marketing agency specializing in SEO, PPC, and Analytics.

Wil challenged the group to to ask themselves if they were working on marketing “outputs” or “outcomes....
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Aug 20

Book report: Tips for social media success

A review of social media-pro Guy Kawasaki’s book, “The Art of Social Media”

Sure, you’re engaging in social media efforts for your clients, but are they reaching the right people? Did they make any impact?

If you are already implementing, or are planning to implement, a social media campaign, Guy Kawasaki is a name you need to know. Formerly an advisor at Google and Chief Evangelist at Apple, Guy is an authority on all things social media.

In his book, “The Art of Social Media”, Guy outlines best practices and tips that all circle back to the main f...
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Aug 13

Best Practices: Writing Website Copy

As content marketing continues to drive many of today’s integrated marketing programs, perfecting writing skills for the various marketing channels has never been more critical. Copy for a brochure is not the same as copy for a press release, white paper or social media.

Copy development for a website has its own voice or tone. The great part about web copy is that it can be changed and adjusted on the fly and new messages and call to actions can be tested dynamically for each campaign or target audience. The hard part about web copy is that you need to think about the SEO implications...
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Jul 09

The Do’s and Don’ts of Writing for SEO

Launching a new website? What is your copy saying? Print this out and make sure you are following these simple rules. Best practices go a long way and can dramatically impact your site’s visibility.

Do: Vary sentence structure to have a combination of longer and shorter sentences for rhythm. Keep sentences under 30 words. Keep paragraphs short and break them into logical sections with headers. Readers need the white space for legibility. Headers also help a page look more visually interesting and are easier to scan. This goes double for mobile view! Use bullets to break up paragr...
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Jun 03