The healthcare and life sciences sectors are rapidly evolving, with innovations and breakthroughs happening at a breakneck pace. In this dynamic environment, the role of public relations (PR) is crucial in shaping perceptions, educating audiences, and creating a strong, credible brand. A great PR client embraces collaboration and can significantly influence PR efforts.
Here are key ways to be a great PR client for a B2B healthcare public relations agency and foster a productive partnership.
1. Embrace the partnership mindset
Be a partner, not just a client: Collaborate actively with your PR team. Participate in strategy sessions, provide industry insights, and be open to suggestions.
Communicate openly: Establish clear, open lines of communication. Share your goals, concerns, and feedback regularly. Transparency is key to building a trusting and effective relationship.
2. Respect deadlines – they’re there for a reason
Understand timelines: PR campaigns are time-sensitive and depend on reporter deadlines. Meet these deadlines to maintain momentum.
Plan ahead: Promptly provide information, approvals, and feedback to avoid delays.
3. Set and maintain reasonable expectations
Be realistic: Understand the capabilities and limitations of PR. Set achievable goals for media coverage, brand awareness, and thought leadership. Make sure you also understand what is newsworthy and what isn’t.
Trust expertise: Rely on your PR team’s experience to guide your strategy and manage expectations.
4. Be mindful of your budget – it dictates the scope
Understand costs: Be clear about your budget from the outset, as PR in specialized fields requires investment.
Allocate wisely: Discuss budget allocation with your PR team to prioritize activities based on impact and cost-effectiveness.
Expect ROI, but be patient: Understand that building a brand and reputation takes time.
5. Establish a single point of contact
Designate a point person: Streamline communication and decision-making by having a single contact for your PR team within your organization.
Ensure consistency: This approach ensures consistent messaging and understanding across all PR activities. It also allows your PR team to streamline communication and decision-making. It makes managing edits to press releases and contributed articles more efficient and accurate.
Facilitate faster responses: Quicker turnaround times for approvals and feedback are achieved more effectively with a single point of contact.
6. Be the expert on your technology
Educate your team: Most PR practitioners in the healthcare/life sciences space understand the industry and its issues and trends, but we are not medical or science experts. As the expert on your technology or services and your key audiences, educate your PR team. The more they understand, the better they can communicate your message.
Provide detailed information: Offer comprehensive information about your products, services, and industry trends for effective message crafting.
7. Understand your messaging and positioning
Know your core messages: Be clear about your brand’s messaging and positioning. This is essential for consistent and effective communication.
Align PR with your brand: Ensure your PR strategies and tactics align with your core messaging and brand values.
Educate your PR team: Regularly update your PR team on any changes or developments in your messaging and positioning.
8. Invest in media training
Prepare for the spotlight: Media training is crucial for anyone who will be speaking to the press. It ensures you are prepared to effectively communicate your key messages and handle tough questions. A refresher is always a good idea even if you already have media training.
Ensure consistency in messaging: Training helps maintain consistency in messaging across different media platforms and interviews.
Build confidence: Being well-prepared builds confidence, which is essential when representing your brand to the public and media.
