Traditional and Social Media Balance for Pharma Public Relations

In order to have effective pharma public relations, it is vital to find that balance between traditional media relations and social media. Key audiences span across both traditional and social media platforms. This is not to say that there will not be overlap, there will be, but having both will help ensure that there are no gaps in reaching your key audience.

Traditional media practices should include both reactive and proactive media relations. Look for issues that arise in the media where your pharma company could offer an expert for insight. It is also helpful to use editorial calendars for potential commentary opportunities and byline article opportunities. Reacting to news should be done rapidly. When there is not any news to react to, you have the chance to practice proactive media relations. Create story ideas and craft pitches for reporters. Presenting story ideas gives you more control over the messaging. However, it can be more difficult to gain this type of coverage. Traditional media is essential to reaching audiences that consume print media for information. For example, you may find that trade publications are the best way to reach your niche of relevant professionals in the medical community. Both reactive and proactive media relations can be exceedingly beneficial for achieving your pharma public relations goals.

Social media presents a different aspect of media relations. Through utilizing various social media platforms, including: Blogger, Facebook, Twitter and YouTube, pharma companies can reach consumers directly. Social media creates a space for two-way communication between consumers and companies. Consumers can ask questions directly to your pharma company and through proper social media practices, your pharma company can respond in a timely manner. You could also ask your consumers questions and solicit their feedback on topics conce
ing your pharma public relations efforts. This type of discussion based social media is best utilized on Facebook and Twitter. A YouTube channel can be used for any video content, such as promotional product videos, CEO speeches, roundtable discussions, etc. Blogger can be helpful in creating a company blog that features your company leaders. Having a blog gives your pharma company a more personal feel.

Through having a combination of traditional and social media practices, pharma public relations efforts can be recognized and magnified. Your pharma company will set itself apart from the competition and build better, long lasting relationships with members of its key audience.

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