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Actual - How Not To Get Whacked By Journalists
Journalists have an online game called “Whack a Flack” where they get to pelt cartoon character public relations professionals with pointy paper airplanes made out of bad press releases. Having worked extensively on both sides of the communications “border”—print and broadcast journ
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
alism and then making the transition into financial public relations—I have experienced public relations professionals of all kinds, including the “whacked.”
Some have helped me enormously, particularly when I was crashing with deadlines due to breaking news; others have provided m
Some have helped me enormously, particularly when I was crashing with deadlines due to breaking news; others have provided m
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
e, in a timely manner, with much needed background information for interviews. Seasoned professionals have made themselves immediately available by acknowledging they were unable to help with a current story.
Then there are those in PR who are just plain annoying. I used to think
Then there are those in PR who are just plain annoying. I used to think
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
during my live TV days at CNN—What is their objective? Getting to speak to me, or pitching a story? I think for many, it was the former. If they didn’t have their pitch down in 20 seconds, they lost me and got “whacked!” For many, I never returned calls. Nothing personal, I just
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
didn’t have time to return all of them; if I had, I would have missed my deadlines and been out of a job!
Here are some basic rules for how not to become a public relations flack that’s whacked!
1. Reporter Calls. Always return them; if your firm or partners don’t want to respond
Here are some basic rules for how not to become a public relations flack that’s whacked!
1. Reporter Calls. Always return them; if your firm or partners don’t want to respond
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
o the question, say so right away so that the reporter can move to his/her next source. As a rule of thumb, ask when the deadline is and if you have the information that they need respond as soon as possible. The sooner the better. Guaranteed, if you do this reporters will come back
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
to you when working on other stories.
2. Do familiarize yourself with the reporter’s area of expertise. This is often the most annoying pet peeve for reporters. They expect you to do your homework. Find out what they cover, when their deadlines are and their contact details. Don’t
2. Do familiarize yourself with the reporter’s area of expertise. This is often the most annoying pet peeve for reporters. They expect you to do your homework. Find out what they cover, when their deadlines are and their contact details. Don’t
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
phone them to get their email address or telephone number. If they work in broadcast, find out good times to phone. If you are in-house, Bacons, Vocus, Factivia, and Mediamap all have resources that will provide you with the answers.
3. Become a source for reporters. Help them wi
3. Become a source for reporters. Help them wi
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
h the stories that they are working on. They’re always looking for the latest information. Stay up-to-date on industry/sector-related developments and provide articles, reports and access to sources. That way a relationship is built which will pay dividends in the long run.
4. Don’
4. Don’
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
t send reporters goodies that don’t cut it. Making luncheon appointments for “getting to know you” won’t do the trick, unless you’re making the appointment for lawyers who are spokespersons for the firm or a big case that may be newsworthy. Better to attend trade-related events and
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ntroduce yourself. Alternatively, extend an invitation to an event your firm is putting together.
5. Reporters can be trusted. A large majority of them are trying to find all the facts of a story so that they present a balanced view. Your perspective may not be theirs, but with fe
5. Reporters can be trusted. A large majority of them are trying to find all the facts of a story so that they present a balanced view. Your perspective may not be theirs, but with fe
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
w exceptions all of them are working on tight deadlines trying to get all the facts. Reporters cover news; if your press release is timely and newsworthy, and sent to the appropriate reporter, chances are the reporter will contact you.
6. Mergers or changing offices is NOT news. H
6. Mergers or changing offices is NOT news. H
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ighlight events like these in your client newsletter but don’t send a press release to a reporter. It will diminish the respect the reporter has for you as a professional.
7. Don’t send releases to all the reporters at a media outlet. If more than one ends up working on the story t
7. Don’t send releases to all the reporters at a media outlet. If more than one ends up working on the story t
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ey’ll be thoroughly annoyed! As a rule of thumb don’t send the press release to more than one reporter or editor. For national television, send releases to the guest booker, producer and reporter who specialize in that area.
8. Don’t get snotty just because a reporter that contact
8. Don’t get snotty just because a reporter that contact
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
s you works for a daily with a small circulation. Remember, this person will be there tomorrow and could end up as the editor. It’s all about relationship building. Also remember that in this day and age nothing is local! You really don’t know who will research from where and what
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
esults will pop up. I have conducted several searches before interviews and I’ve been “Googled” by interviewees.
9. If a reporter does catch you off-guard, don’t become hostile. Ask for a half hour or so to prepare information and to get the appropriate lawyers to answer questions
9. If a reporter does catch you off-guard, don’t become hostile. Ask for a half hour or so to prepare information and to get the appropriate lawyers to answer questions
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
.
10. Finally, in a global economy make certain that you have an “online newsroom” on your Web site. Reporters will look your firm up on the Web; if there’s no media relations contact person listed, it will turn them off. On a basic level, make sure you have complete contact detail
10. Finally, in a global economy make certain that you have an “online newsroom” on your Web site. Reporters will look your firm up on the Web; if there’s no media relations contact person listed, it will turn them off. On a basic level, make sure you have complete contact detail
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s, current press releases (test to see that all the archived releases are available), the firm’s profile, bios of executives and facts and figures (i.e., how many employees work for the firm).
Don’t confuse public relations with advertising. For lawyers, this is definitely hard; th
Don’t confuse public relations with advertising. For lawyers, this is definitely hard; th
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
y are creatures of habit and like to be in control. In media relations you don’t control the story, or the interview and facts. If you did, that would be advertising. Still, with good media planning you can manage the message that is reaching your target constituents in a successful
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
way.
Remember, good media relations isn't simply good for the media, it's good for you, too. A productive relationship with the news media means more free publicity for you and more even-handed reporting of the issues that directly affect the firm, and you’ll avoid being “whacked.
Remember, good media relations isn't simply good for the media, it's good for you, too. A productive relationship with the news media means more free publicity for you and more even-handed reporting of the issues that directly affect the firm, and you’ll avoid being “whacked.
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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