Tag: #PR

Key Metrics To Track When Working With A Healthcare PR Agency

If your hospital is struggling to build a credible reputation in the market, then you can consider working with a healthcare PR agency. Why? This can be a strategic investment that will go a long way in elevating your organisation’s image, building trust with important stakeholders, and eventually helping you in achieving and driving the objectives of your platform. 

However, you need to be sure that you get the most out of this partnership; it’s crucial to outline and monitor the key performance indicators or metrics. What do these metrics do? Well, they provide you with loud evidence of whether your facility is creating an impact while assisting you in assessing the return on your investment. 

Questions like “What are those key metrics?” might have popped into your mind. Don’t worry, as this blog is here to give you the relevant details related to the necessary metrics you need to track while collaborating with this PR agency. 

Media Relations and Visibility 

Media relations and visibility are the categories that pay immense attention to your platform’s ability to grab and secure positive media coverage, as that can do wonders in boosting your entity’s visibility in the long run as well. How is it done? Let’s discuss:

Number of Media Placements

In this situation, the number of media placements plays a massive role. How? This metric tracks the number of times your company or its name was mentioned in various relevant media outlets. This can be in the shape of online, print, and broadcast, providing a solid number to confirm if the agency’s efforts are fulfilling the purpose or not. 

Quality Of Media Placements 

Yes, on one side, quantity matters, but at the same time, you can’t ignore the quality of media placements. Therefore, you need to keep the following factors in mind:

Type of Publication

You need to stay vigilant and check the type of publication the agency is getting you published in. For instance, your platform should get covered in extremely respected publications, national news outlets, or influential blogs that have a huge target audience. Why? The reason is that these spaces add more weight as compared to watching your company’s name and images in smaller, less relevant magazines that wear the label of non-existence. So, if you are trusting their efforts, then this should be there. 

Outlet Should Be Relevant

The agency shouldn’t be reaching out to random media outlets but the ones whose following is relevant to your target patient. For instance, it will be best if people like health care professionals, policymakers, or other well-known stakeholders follow the media outlet. 

Analyze The Tone

Even if your medical organisation is receiving the desired media coverage, analyze the tone and sentiment of the situation. Examine whether it is negative, neutral, or positive, as you certainly won’t pay them for doing negative publicity. Hence, the PR agency should not leave any stone unturned in providing your company with either exceptionally positive or balanced reporting. 

Inclusion of Key Message 

You will want the key message of your medical facility to be correctly expressed in front of the media. Hence, keep your eyes open to see whether the healthcare PR agency is standing by their commitment as they promised, meaning does their team accurately communicate about your value propositions, and highlight or not. 

Placement and Prominence

When your hospital’s name appears in a feature article, you can expect it to attract more views than just getting briefly mentioned in a broadcast segment. Hence, while working with a healthcare PR agency, see where their teams are mentioning your platform. 

Media Reach and Impressions

You must have read about the terms impressions and reach, but you won’t know what they stand for. Impressions are another critical metric that gives the total number of times your hospital’s coverage was viewed. While reach shares the unique number of individuals who could have seen or heard about your hospital’s coverage. How are these rough figures calculated? It is done on the basis of circulation figures, the amount of traffic the particular website receives, or the number of viewership of all the relevant media options. 

Content Marketing and Thought Leadership 

Does your healthcare PR agency offer content marketing and thought leadership ideas in its package? If so, then be ready to track the following metrics: 

Website Traffic and Engagement

After the PR agency posts some interesting content on your hospital’s site, you need to monitor changes on the website. For instance, look at the overall visits of the target audience you tried to reach, any unique visitors that were compelled to read through the posts or blogs on your website, the rate of bounce, and how much time is spent on your page. And from what source is this traffic coming from, such as organic, referral, or direct? In this way, you can assess the PR agency’s efforts to determine whether the partnership was a waste of time and money. 

Performance Of The Blog 

If the PR agency has filled your website’s blog section with plenty of blogs, then track the content’s performance. For instance, you should see how many views, comments, and shares the information receives. Plus, the time spent on the page.  

Engagement on Social Media

Social media is seen as a vital tool, so the PR agency may use it for creating social media posts or promotional activities. Therefore, monitor metrics in the form of likes, shares, comments, and reach to know that their team’s efforts are working out. 

Conclusion

We hope you are clear regarding the key metrics you need to check while working with a healthcare PR agency. Therefore, after signing a deal, try to follow as suggestions so you don’t end up wasting time and money. 

PR GURU Plots New Path To Success With Business Reinvention

Experienced public relations professional, Chris Widocks, is looking to write a new chapter of success by reinventing his media and publicity agency.

WWoW PR (Widocks’ Words of Wisdom) offers high levels of expertise – from press release generation and crafted copywriting to photography, video, social media and crisis management.

Chris, a former UK PR Manager of the Year, emphasised: “It’s been over 30 years in the making and I’m proud of what’s been achieved so far. WWoW PR is not designed to take over the world but to simply make a positive difference to the people I work with.

“For the last 18 months I’ve been running global PR and content for one of my main clients but this is reaching a natural and amicable conclusion. This now gives me the freedom and flexibility to reinvent the business and take it in a slightly new direction and back to its original roots.”

The agency is built on a strong IT and comms technology pedigree as well as many other diverse industry sectors.

Chris Widocks

“My skills were first honed in the national and regional press as well as TV and radio before I moved into PR and commercial writing 20 years ago. A lot has changed since I began my career on a typewriter in Warrington, often filing breaking news via the old red telephone boxes – long before the internet, social media and mobile phones. Technology and the way people consume news continues to evolve.”

He concluded: “In these tough economic times PR offers a cost effective way of targeting and communicating to existing and potential new customers across multiple channels.

“I pride myself on the highest standards of professionalism – combining journalistic integrity and pedigree with astute commercial acumen. Bespoke relationships, based on true words of wisdom.”

To find out more visit www.wwowpr.com

Tech specialist Comit becomes the first Irish PR agency to adopt a four-day week

Comit, the tech specialist PR and communications agency, today announces that it will adopt a four-day week from 1st May. It is the first PR agency in Ireland to announce a move away from the traditional five-day week to this new way of working, which aims to boost employee wellbeing as well as productivity.

Comit’s new four-day week is the first element in a significant innovation programme being rolled out by the PR agency. It will lead to the creation of 15 new jobs in PR, digital content and communications consulting.

The company will also invest €200,000 in digital transformation, training and new service development. The digital transformation investment will fund the introduction of a suite of productivity, automation and other digital tools, which will enable team members to be more productive. The funding will also enable the PR agency to invest in new digital and data analytics services for clients.

Founded in 1997, the Dublin-based PR and communications agency is on a strong growth path and has built up a significant customer base including technology and tech-oriented organisations spanning areas including cybersecurity, managed services, FinTech, data centres, consultancy, software development, communications, location intelligence, sustainability and Ireland’s start-up ecosystem.

Employees, clients and other key stakeholders have been consulted about the four-day week to ensure a smooth transition to the new way of working. Comit’s four-day week initiative will initially be trialled for six months and will see staff remain on their existing salaries.

Allan Chapman, managing director, Comit, commented: “This decision has come about as part of a well-thought-out innovation process whereby we reviewed and reimagined our working model. As well as maximising flexibility for our team and prioritising wellbeing, we wanted to identify new ways to enhance the value we deliver for clients and how we deliver our service.

“It is important to stress that this is not a compressed approach to the 4-day week, whereby team members will be asked to squeeze 40 hours into four days. Our aim is to empower and support people by giving them more time that they can use to do the things that they enjoy.

“We carried out a very detailed planning and research process, which included speaking to international PR agencies who have already implemented a four-day week, as well as our own employees and clients. The clear message from this was that happy, energised employees are more focused, more productive and achieve better results. The four-day week will also enable us to attract and retain the very best PR, digital and communications professionals as we grow our team and roll out innovative new services.

“We are very excited to reveal this four-day week initiative and announce the investment in our growing team as we approach the milestone of 25 years in business this year. We see this move and expansion as being great for the business, great for the team and great for our clients.”

Lenbrook International Appoints OLEX Communications as its Exclusive PR Agency of Record in North America and the United Kingdom

Lenbrook International announces changes to its public relations team effective January 6, 2021, as consumer electronics veteran Peter Hoagland retires after representing Lenbrook’s North American distribution business, Lenbrook Americas, for nearly ten years as an independent PR consultant. Hoagland has been instrumental in building a strong market presence for NAD Electronics, PSB Speakers, Bluesound, and DALI Loudspeakers amongst specialist audiophile press in North America. 

“Peter has been respected colleague of Lenbrook’s in the audio industry since the early 1980s when we first met him – his reputation is unparalleled,” remarked Stephen Baker, Senior Director of Sales for Lenbrook Americas. “I speak for the entire senior leadership team at Lenbrook when I say that his professionalism and upbeat attitude will be missed, and that we will reflect on how very fortunate we’ve been to have had his marketing and PR expertise working for our brands over the past decade.” 

Peter Hoagland retires after decades working in the consumer electronics industry, leading the marketing efforts for a number of high-end audio brands as an in-house resource, as well as in a consulting capacity. Hoagland joined Lenbrook’s extended marketing team as an independent PR consultant in 2011, representing NAD Electronics, PSB Speakers, Bluesound, and DALI Loudspeakers. He ends his career with an accomplished track record for building deep relationships with specialist media and enhancing brand reputations.

With Hoagland’s retirement, Lenbrook International will continue the work it started at the beginning of the pandemic to consolidate its global PR operations, bringing oversight of Lenbrook Americas’ PR operations under its purview. For over three years now, OLEX Communications has represented Lenbrook’s own brands in the United Kingdom, helping to grow brand awareness with consumer lifestyle and gadget and tech audiences. Earlier in the year, OLEX Communications was appointed in the US to complement Hoagland’s specialist audiophile work, covering lifestyle and gadget and tech publications, and to grow the market presence of the new Bluesound Professional brand within the commercial integration media landscape. Now, OLEX Communications will become the exclusive public relations agency of record representing Lenbrook International brands in the UK and Lenbrook Americas’ brands in North America, across all media verticals.

“It has been a pleasure working with Peter on our distribution business over the years and I have nothing but the utmost respect for him and the tireless work he has invested into our brands in Canada and the United States,” says June Ip, Vice President of Marketing for Lenbrook International. “Fortunately, we have a reliable and knowledgeable partner in OLEX Communications that can take on the work that Peter leaves behind.”