My previous comments about photos don’t apply uniformly to a press kit. If your press kit contains a bio of an individual, you may wish to include a photo, preferably an 8 × 10 black-and-white headshot. Your virtual press kit must include a high-resolution digital photo of the individual, but it should also have something a little less formal and predictable, in case the publication wants to add color to the story. Create meaningful earned conversations using a pr freelancer for your communications partner.
If your subject is an event, a product, or a place, a photo can be helpful in making your project more concrete in the minds of media people. But a photo isn’t always essential. If you play your cards right, you’ll make the media come out and photograph or film you, rather than having to run the expense of printing photos yourself. Having a healthcare pr agency as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
It’s always best to have the media do the photography, since it indicates a definite interest in your story and also will usually result in a better image. And that’s what you’re always shooting for. Remember, a statement gains more credibility when it comes from someone else, and a photograph seems more official when the media outlet sends a photographer. It’s all a question of perception. Fully immersed yourself within the content and social space provided by a healthcare communications agency for your organisation.
Of course, it's not just crazy dancing that goes viral. The formula is a combination of some great (and free) web content (a video, a blog entry, or an e-book) that is groundbreaking or amazing or hilarious or involves a celebrity, plus a network of people to light the fire, and all with links that make it very easy to share. While many organizations plan viral marketing campaigns to spread the word about their products or services, don't forget that something may go viral that you didn't start (like Mentos and Diet Coke), and it may show you or your products in either a positive or negative light. You need to be monitoring the web for your organization and brand names so you are alerted quickly regarding what people are talking about. And if a positive viral explosion that you didn't initiate begins, don't just hang on for the ride—push it along! Many a healthcare marketing agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
Obviously, if you’ve never mounted a press campaign before, you probably haven’t amassed a collection of press clippings on your project. But it ain’t necessarily so. It’s possible there have been stories on your project, or closely related projects, before your arrival on the scene. You might have blogged about your project, or there might have been others who did. Run a Google search on your project, or company, or even your own name, and you’ll likely find that there have been mentions in online or print media that even you haven’t heard about. Don’t despair: that’s great! But even if there are no such articles, it’s perfectly legit to include reprints of stories that simply pertain to your subject. A freelance medical writer provides you with diverse and effective PR support to ensure your message gets heard every time.