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Study Shares Most Effective Uses of Public Relations across a Product’s Lifecycle
CHAPEL HILL, N.C. – May 5, 2010 – While Public Relations has long been used as a marketing tool by the pharmaceutical and biotechnology industries, its ability to reach consumers has never been greater. Technology is enabling PR leaders to fashion innovative PR campaigns and new media channels have improved the reach of public relations through forums such as online disease state awareness groups and brand web sites.
It's clear that web sites, online social networks, and blogs have joined the traditional press release as effective and low-cost methods that help drive sales. The immediacy of these media has also enhanced the opportunity for shrewdly timing and executing PR activities in the product lifecycle. With this understanding, Best Practices, LLC conducted a research project to identify what Public Relations activities are most effective at educating and informing consumers at different points in a product's lifecycle.
These and other insights are now available in our report, "Public Relations Excellence: Using PR to Launch, Grow and Extend Your Brands." Additional findings from this study include insights into what Public Relations channels, tactics and calls-to-action are most effective for reaching consumers of pharmaceutical products. In addition, the report contains three case studies highlighting successfully employed Public Relations tactics at different lifecycle stages for three different products.
In a benchmarking study that included 18 organizations, including such influential companies as Abbott, AstraZeneca, Genentech, Johnson & Johnson, Novartis, Pfizer, and Wyeth, many key topics were covered, including:
- PR strategies and tactics that are most effective at different lifecycle stages
- PR tools and calls to action that are most effective
- Case studies that reveal effective PR practices
- Web site resources that are most effective for consumers
- Lessons learned and best practices
For more information on this report, contact Jeff Zimmer at jzimmer@best-in-class.com or (919) 767-9180. To download a complimentary summary containing insights found in this report, click on the following link:http://www.best-in-class.com/re1454.htm
ABOUT BEST PRACTICES, LLC
Best Practices, LLC, conducts work based on the simple yet profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies. For more than 15 years, our highly credentialed research staff has conducted primary research exclusively for our Fortune 500 client base.
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