Three Wise Dames

Marketing in the Life Science Industry

Press Release Distribution Services: Are They Worth It? July 15, 2013

My favorite newswire services

My favorite newswire services

Whether I’m working with a start-up or a Fortune 500 company,with the marketing or communications teams, all of my clients are looking for ways to make their budgets go farthest. So I sometimes get asked if it’s worth it to use a news distribution service, such as PRNewswire or BusinessWire, for your press releases.  And the answer is they’re even more valuable today than ever.

I had one new client recently who, for years, had been issuing a steady stream of news releases.  But when doing some basic internet research, no news came up in Google searches. I learned that the previous PR person never used a wire service, and only emailed them out to her media list. The releases were not being made available online and media pick-up was minimal. Years of opportunity… lost.

Yes, They’re Worth It: These days, the value of a press release is not only about the media that covers your news. It’s also about maximizing your online visibility through search and getting easily found.  In short, if you send out a press release without using a distribution service, the company is missing out on most of the benefits of doing a release, which include:

  • Expanding media coverage online, locally and nationally–PR Newswire is a trusted source of news (as is BusinessWire)
  • Reaching investors and prospective partners, as well as getting your message directly in front of potential customers
  • Increasing traffic to your Web site through search engines
    • What makes press releases valuable for SEO is not the release itself; it’s when news sites pick them up and spread your news
    • News releases issued through the right distribution  services automatically get syndicated to MarketWatch, Yahoo, MSN and other major news sites, and that’s what will enhance your company’s search rankings
  • Enhancing credibility–Your release is more likely to be included on major news sites, and it will be included alongside news from larger companies
  • Reaching social media and bloggers with tools designed to maximize your online exposure
  • These services provide reports that help you measure your reach

Best Practice:  Media relations best practice is to:

1)  Issue the news release over one of the distribution services (I recommend PRNewswire and BusinessWire)

2)  Follow up one-on-one with emails and/or phone calls to your target reporters

Here’s a good example of why:

  • When we issued a release for one of my clients over PRNewswire, we knew it was not the most exciting news, but it was one part of the ongoing story we wanted to tell about the company.
  • The Wall Street Journal Online ran the release, and that outlet was not on our email distribution list for this news.
  • The story also ran in Medical Device Daily and Orthopedics This Week, among other outlets, which came about as a result of our outreach efforts.

Resources:

PR Toolkit: The Benefits of Distributing a News Release

Google Says Press Releases Don’t have SEO Value – Or Do They?

© 2013, Merryman Communications, All Rights Reserved

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12 Marketing Truths March 18, 2011

Filed under: Betsy,Debbie,Lisa — Debbie Donovan @ 8:48 pm
Tags: , , , ,
From: http://chinesecalligraphystore.com/free-chinese-symbols/chinese-symbols-for-truth.html

The Three Wise Dames have had many experiences in health care marketing. These collective experiences have each lead us to formulate several truths that help explain the core of successes we’ve seen in our experience. Our posts expand on these truths with the intention of helping others achieve success in their roles.

4 Truths from Betsy

  • Education is a lifelong experience. Experience is a lifelong education.”  (Michael Bugeja –  journalist, author and educator)
  • Just because you can do something doesn’t mean you should.
  • Marketing begins with an understanding of who you’re trying to influence.
  • Marketing and communications initiatives shouldn’t happen in silos.

4 Truths from Debbie

  • Baby step integration of social media channels is the best way to start.
  • Efficient marketing programs are critical for success and compliance.
  • Successful selling to sales is mission critical and very rewarding.
  • Health care providers must own their reputations and practice marketing.

4 Truths from Lisa

  • Market analysis doesn’t stop or start with the doctor.
  • One size (marketing) does not fit all—especially in health care.
  • Building great teams require three rights: need, time and talent.
  • Setting expectations is like driving in a roundabout.

We know many of our esteemed colleagues also have formulated marketing truths so please feel free to post yours. Our collective wisdom can help us all continue to be successful.

(C) 2011 Merryman Communications, eGold Solutions, pH Consulting, all rights reserved.

 

First things first; the importance of taking one step at a time February 22, 2010

Lisa’s recent entries on the right time to start a direct-to-consumer campaign raise some great points. Since a DTC campaign should include public relations as well as advertising, I thought I’d bring up a few points to consider.

Typically, when an in-house marketing person is talking about doing a DTC campaign, they are thinking on a national scope. But just as it’s true that advertising campaigns are often best started and tested on the local or regional level, so too can—dare I say should—PR be started on a local level.

I was recently in conversations with a prospect. After several months of discussion, the prospect determined they were not ready for “PR.” What he meant by that was that he did not feel the company was ready for a national public relations effort. On one hand, he was smart enough to recognize that the company did not have significant physician adoption of the product, nor did the company have an adequate sales force, or even a well-staffed call center to handle the inquiries that would come from a national campaign. Unfortunately, this company never gave us the chance to show them how the right public relations campaign would have helped them drive both physician adoption and build awareness among potential consumers.

It all starts with building awareness among physicians who will use, prescribe or recommend your product. Many companies do this through trade shows or medical conferences.  Building relationships with trade media is key during this phase of the adoption cycle.

The second step often involves taking a local market approach to supporting physicians who have adopted your product or technology. Picking a physician to be a spokesperson can be tricky if more than one physician is using the product in that market. But the real key to success of this approach is often the patient.  Finding a patient who is willing to share their story publicly and who is articulate enough to do so isn’t always easy.  Still, it’s often the best way to build awareness and the emotional connection that would be completely missed if all we did was pitch a straight product announcement.

Look for more information and some basic rules to follow on selecting the best physician and patient spokespeople in a future entry.

 

 
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