25 Years, 25 Lessons: “Got a guru? Check ID.”

With social media becoming increasingly ingrained in everyday communications, there are plenty of consultants positioning themselves as experts. Unfortunately, you don’t need much to hang up your shingle as an expert. Check their credentials. Being active on a variety of social media platforms is admirable… but it might not give you all the help you need.

Do they lecture on the topic? Do they publish? Are they listed by others in the industry when naming people who know their stuff? What projects have they done, and what results have they gotten?

And once you’ve vetted them, make sure they’re not putting you into a panic unnecessarily. Social media is not the Wild West. It is not the Last Frontier.

Social media is communications. It’s talking to your target audience. It’s doing exactly what you’ve been doing, in some new arenas. So yes, it helps to have consultants who know the space and understand your goals. But if your “guru” is trying to tell you that it’s the biggest and scariest thing you’ve ever done – they might be trying to sell themselves instead of solutions.

25 Years, 25 Lessons: “Keep the menu open.”

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!

25 Years, 25 Lessons: “International Relations”

With frequent trips around the world for medical meetings, conferences and congresses, we at MCS have become adept at international media relations. Check out some tips from our staff who recently returned from Rome and China!

Global Communications Success Story: EULAR 2010 – Pan-European Data Briefing

In anticipation of the pan-European launch of MSD/Schering-Plough’s next-generation anti-TNF SIMPONI™ (golimumab) for various rheumatic diseases, it was important to reinforce the need for new safe and effective treatments. MCS organized an international press briefing to premiere SIMPONI data to an international audience of journalists and stakeholders at the 2010 European League Against Rheumatism (EULAR) congress in Rome. The event, which convened a panel of three leading pan-European rheumatologists and a rheumatology nurse, required flawless coordination, communication and execution alongside MSD colleagues to encourage local journalist attendance. The briefing attracted 19 journalists from seven countries, leading to articles in international trade, consumer, broadcast and wire outlets. 

Activities in China

The People’s Republic of China is one of the largest countries in the world, with a population of over 1.3 billion people; however, even major newspapers in China rarely have specific health or medical reporters. When there are health reporters, they very rarely speak English. Therefore, Mandarin should be considered your language of choice when communicating health information in China, and the material should be presented in very consumer-friendly style, to make it easy for a non-specialist reporter to understand and to communicate to the public. When conducting any type of professional exchange in China, whether with a reporter, a physician, or a business colleague, it’s important to remember that etiquette differs. This site provides useful tips to prepare you for business interactions in China.

25 Years, 25 Lessons: “The New 3 R’s — Rapid Response Required.”

Redefining the meaning of the 3 R’s, MCS has contributed towards the 2010 publication of PR News Media Training Guidebook, which contains articles and case studies on topics ranging from media pitching and messaging to social media and relationship building with journalists. An article authored by Todd Forte, MCS Executive Vice President, defined the new 3R’s as “Rapid Response Required” as it relates to communicating during crisis situations in which events rapidly unfold. In an era that combines a constant 24/7 news cycle with a seemingly endless supply of information resources and vehicles, the article emphasizes the necessity of having a comprehensive communications plan in place when bad things happen to good companies. A step-wise approach to preparing this plan is outlined in the article. Todd is no stranger to crisis communications, having spent more than a decade in the commercial nuclear power industry prior to his more recent posts in healthcare PR, including 12 years at MCS.

25 Years, 25 Lessons: “Utility vs. futility .”

Be a true resource for the media. Offer them opportunities to connect with people they might not have otherwise known about or been able to reach. Find relevant and timely information you think would be useful to their work.

Be available at any time to help, even if – especially if – it’s not about your product or company.

25 Years, 25 Lessons: “Help them help you.”

Media relations means asking a reporter to cover the news you’re pitching. When you’re interacting with any journalist, make sure you’ve done your homework. Does your contact still cover the same beat as last year? What angle interests them? If she covers pharma, does she take a scientific approach or does she focus on business? If she prefers quoting a corporate spokesperson, is yours available and ready to talk? What about your medical expert? Your patient?

Have all of the relevant information – people, contacts, websites, data, numbers – ready to go.

After a quarter-century of operating in the health care industry, we’ve got the equivalent of libraries of knowledge on the inner workings of this business, and on how to effectively achieve our clients’ communications goals within it. In honor of MCS’ 25^th anniversary, we’ve reflected upon and synthesized those years of experience and are pleased to announce the launch of a new series of blog posts, called “25 Years, 25 Lessons.” These weekly posts will run through the end of 2010, our silver anniversary year, revealing valuable tidbits on the best current practices in health care PR, and addressing timely topics, trends and issues relevant to the health care space.

Check out the first lesson below!

25 Years, 25 Lessons: “First come, first served.”

“First” is a word that always gets media attention.

“The first FDA-approved treatment…”  “The first once-daily dosing…”  “The first prescription medicine extracted from sea anemone…”

If you have a legitimate ‘first,’ use it in your first breath, in your headline, in your lead sentence, in your subject line.

First means new, and that’s three-quarters of the word “news.”