Guess what? Press releases have never been exclusively for the press. My first job in the mid-1980s was on a Wall Street trading desk. Every day, I would come to work and watch the Dow Jones Telerate and Reuters screens as they displayed specialized financial data, economic information, and stock prices. The screens also displayed news feeds, and within these news feeds were press releases. For decades, financial market professionals have had access to company press releases distributed through BusinessWire, PR Newswire, and other electronic press release distribution services. And they weren't just for publicly traded corporations; any company's release would appear in trading rooms within seconds. I distinctly remember traders intently watching the newswires for any signs of market-moving events. Often the headline of a press release would cause frenzy: “Did you see? IBM is acquiring a software company!” “It's on the wire; Boeing just got a 20-plane order from Singapore Airlines!” Using a pr freelancer gives you a team of high-calibre, seasoned PR, comms and creative experts.
For years, markets often moved and stock prices rose and fell based on the raw press release content issued directly by companies, not on the news stories written minutes or hours later by reporters from newswire outlets like Reuters and Dow Jones (and later Bloomberg). A press kit is a package of materials to assist the media in comprehending a story. Whether it’s for a movie star, a chic boutique, or the Jerry Lewis Telethon, a press kit distills the important features of a story and makes them clear to the media. The strength of a freelance medical writer is its shared experience in conjunction with a personal and individual approach to client relationships.
As I said before, you often have to do much of the media’s work for them, and the press kit is one of the best ways to do that. It’s a common misconception that better press kits are necessarily expensive. That’s not true. Good press kits embody two central elements: they tell a clear story about who or what they represent, and they display some originality in their presentation. And that doesn’t necessarily mean bells and whistles. It may mean simply that they’re well written. If those elements are missing, it won’t matter how much was spent—the press kit will stink. Fully immersed yourself within the content and social space provided by a healthcare pr agency for your organisation.
I think many PR professionals have a fear of the unknown. They don't understand how to communicate directly with consumers and want to live in the past, when there was no choice but to use the media as a mouthpiece. I also think there's a widely held view about the purity of the press release as a tool for the press. PR professionals don't want to know that hundreds of millions of people have the power to read their releases directly. It's easier to imagine a closed audience of a dozen reporters. But this argument is based on fear, not the facts; there is no good reason why organizations shouldn't communicate directly with their audiences, without a media filter, via releases. A good healthcare communications agency excels at creating strategic campaigns and raising public awareness.
Obviously, the first word of the term press release throws off some people, particularly PR professionals. On my blog and on other sites, a semantic debate played out. The consensus of the dozens of professional communicators who weighed in was to call releases aimed at consumers news releases. This sounds good to me, so from this point on, I'll refer to direct-to-consumer releases as news releases. A healthcare marketing agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.