In our latest blog, we answer the question often asked of us. Do I need a specialist healthcare communications agency?
Up-to-date healthcare contacts
The Tonic keeps an up-to-date database of journalists and planners including freelancers. This includes those we work closely with to place stories and interviews. As COVID is changing the face of news, making sure we speak to the right contacts at the right time, with the right angle, means we avoid wasting anyone’s time. We always take care to match a story to the correct journalist, reviewing what they have recently covered, and how it aligns with our client’s news.
Understanding and responding to news value
COVID-19 has shifted the news agenda. And, journalists are inundated with hundreds of emails every day. That’s why we strongly believe that PR activity needs to be news-led.
We make a decision on how each and every story should be used. What is of interest to the media? Would it work better as a blog? Or, could social media content or multimedia assets be best?
Balancing the required outcomes for our clients with expected results means we always choose quality over quantity.
Specialist understanding of healthcare audiences and media
While we don’t promise to be health, wellbeing or medical experts, we do have specialist understanding of what target audiences in these sectors are interested in. We interrogate:
- what publications they are reading
- the shows and programmes they are viewing
- any other content channels they are engaging with
Thanks to this understanding we can ensure materials we produce and place are fit for purpose, making them interesting to media and of value to the client.
Plenty of variety
There are lots of different ways to communicate with your customers. Our skillset is to sniff out a good story and recommend the best way to tell it. Plus, we can get it to the right people in a way that’s interesting to them. Releasing a complicated white paper to the masses? An animated video of the findings might be best. Or, dispelling the myths on a complex health complaint? Put forward a spokesperson.
Preparation is key
Prepare to fail, don’t fail to prepare. How? We do this by ticking actions off our checklist. Things like:
- are our spokespeople available and briefed?
- are our supporting materials approved, and where they should be?
- is today a good day to go live, or has a story broken that will consume the day’s headlines?
Failing to prepare from the outset could have implications down the line, potentially jeopardising the story and the journalist relationship.
It’s imperative to be honest with our clients (and ourselves) about what worked well and what didn’t – because this means each subsequent campaign can be finely tuned based on the most recent experience.