Don’t necessarily rely on the old standbys. Don’t necessarily jump for the newest and shiniest idea. Keep a broader perspective. Remember that what used to work still can, and what you haven’t tried yet certainly might – and most of all, remember that every situation, every announcement, every product, every day is different and requires more of you than a cookie-cutter approach!

Take a look at the rest of our health care PR tips from our “25 Years, 25 Lessons” series.

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