In many ways, you have to play midwife to your own media success. Spoon-feeding information to the media and doing their work for them not only endears you to them but increases the chances they’ll go to bat for you. A quote sheet or vital statistics sheet typifies the kind of visual aid the media love. Having a pr freelancer as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
On one sheet of paper, can you list fifteen informative statistics about your project or about your subject in general? If you don’t think so, think again. Go to the library, go to the computer, go to Google, delve into research. You can quantify almost anything. If you own a retail store in an exciting growth industry, find out how many similar stores have opened nationwide in the past year. If you are a divorce attorney, cite the latest numbers showing the percentage of marriages that end in divorce. Find ten similar facts, and you’ve got yourself a vital statistics sheet. A good healthcare marketing agency excels at creating strategic campaigns and raising public awareness.
It can be difficult to purposely create viral marketing buzz. But I do believe it's possible—otherwise I wouldn't have written an entire book about World Wide Raves! The way to create viral programs is a lot like the way venture capitalists invest in start-up companies and studios create films. A typical venture capitalist has a formula that states that most ventures will fail, a few might do okay, and 1 out of 20 or so will take off and become a large enterprise that will pay back investors many times the initial investment. Record companies and movie studios follow the same principles, expecting that most of the projects they green-light will have meager sales but that the one hit will more than pay back the cost of a bunch of flops. A healthcare communications agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
The problem is that nobody knows with certainty which movie or venture-backed company in the portfolio will succeed, so it requires a numbers game of investing in many prospects. The same goes for viral efforts. Create a bunch of different things, see what hits, and then nurture the winners along. Although I've said that I think it is difficult to dream up campaigns that will definitely go viral and become a World Wide Rave, there are times that an organization possesses news that is so important to the target market they serve that they just know the news has significant viral potential. The hiring of a famous CEO away from another company, a merger or acquisition announcement, or a huge celebrity endorsement deal might be just the thing that lights up the blogs in your marketplace. A top healthcare pr agency in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.
If that's the case, it is important to get that news out in order to create the maximum effect. (Of course, there is the opposite example—bad news—which also goes viral, and which you would prefer to contain or minimize. Let's just focus on the kind of good news that you want to get out to as wide an audience as possible.) If you want to push news along to maximum effect, it's critical to have a plan and a detailed timeline of whom you will tell the news to and when. Many a freelance medical writer will specialise in strategic communications spanning media relations, social media management and digital marketing.