My Profile   |   Print Page   |   Contact Us   |   Sign In   |   Register
ASAP Blog
Blog Home All Blogs
Search all posts for:   

 

View all (310) posts »
 

How to Make Your Alliance Stories Newsworthy (Except When You Don’t Want Them to Be!)—Part Two

Posted By John W. DeWitt, Tuesday, October 3, 2017
Updated: Saturday, September 30, 2017

In a lively presentation punctuated by pithy quotes, interesting cases, and vivid stories underscoring the “dos” and “don’ts” of alliance public relations, Lori McLaughlin, corporate communications director at Anthem, and ASAP Chairman Brooke Paige, CSAP, staff vice president, strategic initiatives, and chief of staff, HealthCore, explored the topic in their Friday, Sept. 15, 2017 ASAP BioPharma Conference session, “Why Keep the Good News to Yourself? Internal Partnerships for External Promotion: How to Work with Your PR/Communications Lead.” ASAP Media’s coverage continues below in Part Two of this three-part blog series on the session.

Once you’ve identified something you believe is newsworthy, your next step is to identify all of the extended team members who have corporate communications, PR or external promotions roles, and introduce them to your alliance counterparts; then find their counterparts. Some of the titles involved could include corporate communications leader, public relations director, content manager, social media manager, marketing leader, digital strategies manager, communications director, media director, external communications, and internal communications.

 

And then the next step is to approach one of these folks and ask them to write a press release—right?

 

No, no, no. As McLaughlin emphasized, your colleagues in communications inevitably bristle (now you know why) when you approach them saying, “we need to do a press release on this!”

 

Instead, there’s a more detailed process involved in launching the story—which may or may not include doing a press release. Indeed, you need to get good at explaining to your boss why in many cases you do NOT recommend doing a press release. “Brooke and I have to work it out—does it make sense to do press release, or maybe a webinar,” or something else, McLaughlin said.

 

“Another big issue—how to find the right spokesperson,” she continued. “You can get help from communications, but communications needs your support. People often look for the biggest title but it’s not always best. The media like someone who really knows the content. If you put a high-level person on the phone with the SME [Subject Matter Expert] that helps, but it can be awkward because the journalist doesn’t necessarily know who is talking. But also sometimes the people extremely in the weeds aren’t the right person either.”

 

A key exercise is to “develop your elevator pitch and core messaging, which guides us to tell what it’s all about. How can you sell someone your story in 30 seconds?” McLaughlin said. Paige recalled that she and McLaughlin found it useful to use HealthCore’s Twitter description to hone down its messaging. “Prior to that, it was difficult to understand that really we’re a research company.”

 

Once you’ve launched your story, you need to think about how to sustain it. Using the example of the announcement of HealthCore’s partnership with AstraZeneca, Paige and McLaughlin illustrated this principle with a story that started as an exclusive offered to Dow Jones News Service (the reporter got the story “under embargo” and was able to write the story and publish it first, an hour before a press release hit the newswire). Subsequently, over time, a variety of news outlets covered the story—including WSJ.com, FiercePharma, Pharmaceutical Care Management Association’s SmartBrief, Pharmacist elink, and Medical News Today. Finally, no news cycle should end without your alliance story being told internally. The partnership with AstraZeneca received extensive media coverage as well as internal publicity thanks to a variety of activities that kept the story “alive.”

 

Continue learning about the approach to public relations that Paige and McLaughlin use at Anthem and HealthCore in Part Three of ASAP Media’s coverage of their Friday, Sept. 18, 2017 ASAP BioPharma Conference session, “Why Keep the Good News to Yourself? Internal Partnerships for External Promotion: How to Work with Your PR/Communications Lead.”

Tags:  alliance manager  alliances  Anthem  Brooke Paige  credibility  FiercePharma  HealthCore  LinkedIn  Lori McLaughlin  major publications  news value  newsworthy  partnering  Pharmaceutical Care Management Association’s Smart  Pharmacist  pitching story  presentations  press releases  spokesperson  Twitter  WSJ.com 

Share |
Permalink | Comments (0)
 
For more information email us at info@strategic-alliances.org or call +1-781-562-1630