PR and Damage Control Summary, Essay Example

Public relations and press releases are some of the most effective marketing tools to promote a new healthcare product or service. Effective press releases attract media’s attention as well as coverage (SEO Inc.). A press release can be used to not only educate the public about the history of a product or service but also explain how the product or service may solve the problem or meet the need of the targeted market segments. Press releases are especially beneficial when the problem at hand has proven to be quite difficult. An example would be the introduction of a product that may allow the users to lower cholesterol without requiring significant sacrifice in terms of diet options.

Public relations can also be used to convey a positive image of the company’s products and services (Kotler & Keller, April 28, 2006)but is especially useful in controlling damage to corporate image in times of crisis. The field of public relations is not an exact science but certain strategies would go a long way in ensuring an effective public relations performance. One of the keys to effective public relations is open communication with external stakeholders including media and the public to build an environment of trust and cooperation. Another strategy is leadership by the management because it sends message to the public that leadership understands the severity of the circumstances.

If handled effectively, public relations can even turn a crisis into positive promotion for the company as Johnson & Johnson’s handling of Tylenol crisis in the 1980s demonstrated(Yang, 2007). The company’s leadership demonstrated their commitment to consumers’ interests as well as highest ethical standards, even at significant financial costs which helped the company save an important brand and emerge from the crisis even stronger.

References

Kotler, P., & Keller, K. L. (April 28, 2006). Communicating Value. In Framework for Marketing Management (pp. 308-309). Prentice Hall.

SEO Inc. (n.d.). Benefits of Press Releases. Retrieved November 10, 2012, from http://www.seoinc.com/optimized-press-releases/benefits

Yang, J. L. (2007, May 22). Getting a handle on a scandal. Retrieved November 10, 2012, from http://money.cnn.com/magazines/fortune/fortune_archive/2007/05/28/100033741/index.htm