Written by Georgette “G” Pascale – Founder of G. and Friend of LaunchLab Partners
Public relations is defined as “the state of the relationship between the public and a company/ organization/ other person”.
Launch Lab Partners believes that trust, credibility, and visibility are the crucial factors that make PR indispensable.
Most people talk about social presence and digital marketing. Yet true PR is a vital part of that, or extension of at times, and still has a valid place in the marketing world. Now, more than ever.
It’s important to know how AI is affecting PR. According to MuckRack, AI prefers sources that are published within the last year.
Also, 82% of links cited come from earned media, and niche outlets are still important for industry-specific queries. Interesting indeed!
Why is PR still important, you ask? Let’s go!
Media coverage, expert opinions, and third-party endorsements carry more weight, and are complementary to, paid advertising.
Proactive PR supports transparency and accountability and fosters communicating clearly.
It helps define and manage reputation, promote ongoing media monitoring, measure patient feedback, and encourage social listening.
PR translates complex medical information into understandable messages and supports multi-stakeholder engagement and communication.
Thought-leader positioning builds authority and trust within the medical community and with potential patients.
Earned media helps with SEO and visibility.
Healthcare PR ensures communications comply with HIPAA, FDA guidelines, and fosters ethical storytelling.
Creates reputation-led referrals and support.
Community engagement via advocacy and influencers is a HUGE part of holistic PR.
PR helps manage online reviews, clinician profiles, and news coverage to present a cohesive, trustworthy image.
PR provides qualitative insights into narrative data about perceptions, concerns, and sentiments that numbers alone may miss.
What does the media want?
These days, budgets and technology (and so much more) have lessened the size of editorial staff. As pure digital marketing ascends, the number of ‘publications’ has also morphed as of late. Yet journalists still want to work with all of us to provide newsworthy content! Especially on the healthcare front; to not only bring the lates technologies and approaches to the masses, yet also to educate as much as possible.
So…what should your pitches include?
A compelling narrative: why now, who it helps, and what’s unique about your angle.
Data-informed angles and practical value.
One or two strong data points, benchmarks, or early results that demonstrate impact or viability.
Credible spokespeople with expertise are key. They need to be media-ready and speak beyond a press release, so the media relies on them as a resource going forward.
Tying your story about ongoing industry trends, regulatory changes, or timely events to increase resonance.
Timeliness (recent developments), impact (who benefits and how many), novelty (new approach or solution), and locality (regional relevance).
Avoid hype. Provide accessible facts, sources, and offer on-record or background options as appropriate.
Clear assets, like high-quality images, b-roll, supporting materials.
Short quotes from company leadership with contact information and availability.
Email pitches that are succinct (under 300 words) with a clear angle, strong opening quote, and an easy next step. Follow up thoughtfully after a few days.
Personalization and relevance (no mass copy or paste)!!
Reference the journalist’s beat, recent stories, and explain why your story matters to their audience.
Hit us up to start a conversation about PR to see how we can support, amplify and lend credibility and visibility to your brand. Let’s do this!
