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Social Space - Effective Public Relations: Why Did Bec And Lleyton Do It At 3:15AM?
If you are in Australia at the moment, it is hard to miss the engagement news of superstar couple, tennis ace Lleyton Hewitt and TV soap Rebecca Cartwright.
They are everywhere ... in leading glossy gossip magazines, on TV and Cartwright has even posed semi-naked for a men's
They are everywhere ... in leading glossy gossip magazines, on TV and Cartwright has even posed semi-naked for a men's
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
magazine.
They are being hailed as Australia's answer to pop star "Posh Spice" Adams and English soccer hero David Beckham who have taken the world by storm as truly global personal brands.
Experts believe Hewitt's value has quadrupled as the media's interest in their priv
They are being hailed as Australia's answer to pop star "Posh Spice" Adams and English soccer hero David Beckham who have taken the world by storm as truly global personal brands.
Experts believe Hewitt's value has quadrupled as the media's interest in their priv
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
te lives becomes a national obsession.
But why did they wait until 3:12 am in the morning to announce their engagement, hours after more than 4 million Australians had watched Hewitt lose the Australian Open Tennis Final?
Well, managing your message in the media is all abou
But why did they wait until 3:12 am in the morning to announce their engagement, hours after more than 4 million Australians had watched Hewitt lose the Australian Open Tennis Final?
Well, managing your message in the media is all abou
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
impact, reach and timing.
So what does this mean for the timing of your own media release?
Well, here are seven lessons from the Hewitt/Cartwright release that was emailed to the media at 3.12am only hours after the Australian Open finished.
1. Maximise Momentum
So what does this mean for the timing of your own media release?
Well, here are seven lessons from the Hewitt/Cartwright release that was emailed to the media at 3.12am only hours after the Australian Open finished.
1. Maximise Momentum
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
Brand building, strategic communications and the management of messages is all about consistently being in front of your target audience. To make a significant impact you need to keep the momentum going and maximise the moment and the public's interest in an issue. With such
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
build up to Hewitt's appearance in the Australian Open finals, the media attention was intense as he pursued his dream of becoming the first Australian to win the men's title since 1976.
"I always said I'd do anything to play in the first night final in Australian Open men'
"I always said I'd do anything to play in the first night final in Australian Open men'
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
history and I've got my chance," Hewitt said after making the final in typical gritty style. Cartwright was courtside with him for the whole tournament and the focus of considerable media attention herself.
How can you write and pitch a media release that uses the momentum
How can you write and pitch a media release that uses the momentum
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
f a current issue?
2. Leverage Off An Event Event marketing is a huge growth area for effective public relations. There is no bigger event in Australia during January than the Australian Open. Effective media relations is about strategically managing the release of
2. Leverage Off An Event Event marketing is a huge growth area for effective public relations. There is no bigger event in Australia during January than the Australian Open. Effective media relations is about strategically managing the release of
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nformation to coincide with events like this.
Events, including seasonal ones such as Valentines Day, come up every year and the media is always hungry for stories with a fresh angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?
"The 43-year rel
Events, including seasonal ones such as Valentines Day, come up every year and the media is always hungry for stories with a fresh angle. Who can forget the media-hype surrounding the break-up of Ken and Barbie?
"The 43-year rel
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
tionship ended last February, just two days before Valentine's Day. Do you think those folks from Mattel picked that date by accident? The story made international news and it didn't hurt that it was timed for the love affair the media will always have with Valentine's Day,"
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
eports Jeff Crilley a US-based TV presenter and author of Free Publicity.
What media release can you pitch to time with a major event?
3. The Impact of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more immediate an
What media release can you pitch to time with a major event?
3. The Impact of Immediacy This is a major driver of news values. What is news one day will be dead the next. The more immediate an
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
timely the story, the greater the impact and the higher the news value.
Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i)
Those that micromanaged the Hewitt/Cartwright release worked hard to meet a deadline. Here's how it worked according to a report in The Australian newspaper by Amanda Meade on Thursday February 3rd:
i)
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
Around 12 midnight the night after the Australian Open Men's Tennis Final Hewitt proposes to Cartwright with a $200,000 diamond ring from Tiffany's.
ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, w
ii) The media statement was drafted by Cartwright's publicist in Sydney after 1am and faxed to Melbourne's Park Hyatt Hotel, w
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ere it was approved by Cartwright, Hewitt, and their managers Stephen Harmon and Justin Cohen.
iii) The release was issued by email around 3am to all media confirming the engagement.
The important point was a process was followed to meet a deadline.
So what is the best tim
iii) The release was issued by email around 3am to all media confirming the engagement.
The important point was a process was followed to meet a deadline.
So what is the best tim
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
to issue a media release? Well, it all depends on the timeliness and news value of the story.
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.
When sending your media relea
AAP conducted a survey of all News Rooms in Australia last year and found the best time to send a media release is between 6 and 9 am and 3 and 6 pm.
When sending your media relea
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
e be aware of time differences.
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone inform
4. Be Proactive I can't emphasise enough the importance of being pro-active, even if it means working at 1am in the morning. Providing timely, accurate and relevant information through a well-written news release keeps everyone inform
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
d and stops rumours. This rule applies to everything from engagements to corporate takeovers and new product announcements.
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as y
5. Be Fair With a big story be fair and even-handed with all the media so everyone gets the information at the same time. Treat the media as y
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
u would like to be treated, with courtesy and respect.
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restrict
6. Be Consistent Allow consistent access by the media if it is a big story. Obviously, with such a huge interest with Lleyton and Bec they decided to manage access and maximise their celebrity status by restrict
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
ng access and tying up exclusives with Channel 7 and a leading Women's magazine. Use an agent to handle this if you are ever in this situation.
7. Target Your Media In some cases it is best to target your media. AAP in its survey asked if it is best to send the rele
7. Target Your Media In some cases it is best to target your media. AAP in its survey asked if it is best to send the rele
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
se to a journalist or to the newsdesk - 86 per cent said to the newsdesk. This depends though on your relationship with the media. I do recommend sending releases directly to a reporter, especially if it is pre-arranged and contact has already been made through a relationship
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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