In healthcare, insurance and technology public relations, executives everywhere are all seeking to develop a cohesive and integrated PR and marketing campaign that will capture leads, drive growth and foster trust in their company or brand.

Our agency faced the same challenges, which is why we developed an effective, affordable solution that we call the “Push/Pull Marketing Program.” This program combines proven, results-oriented PR tactics with an online, content-focused, integrated marketing campaign that builds businesses in the B2B space efficiently, cost-effectively, and with measurable results.

That was Then . . . This is Now

Imagine…A smoke-filled room, middle-aged men in porkpie hats pound furiously on their typewriters, pausing only to take a call from a valuable PR “contact.” Hold the presses – the contact has an idea for a story. A quick lunch meeting solidifies the deal between the contact and the journalist. In a day or two, the story about the contact’s client appears, complete with photos. Everyone is ecstatic.

No, it’s not a scene from the “Front Page” on Classic Movie Night. This scenario is most people’s idea of how news making or PR functions. However, this idea is as outdated as the Edsel.

It’s true that the “secret sauce” in media relations for garnering story ideas used to be, in large part, contacts. Sadly, some PR professionals still boast of their “contacts” as if this were the value they are providing a client. However, while human relationships and connections are and will always be important, the value of the PR expert today is multidimensional: it’s determining what is a sellable or newsworthy story; it’s developing the content that tells that story; and then it’s getting that story read (or viewed) in multi-media channels so that it changes perceptions and creates awareness.

There are several main differences in the marketplace today that have transformed how communications and marketing work, especially for healthcare, insurance and technology companies. These changes are why we created the Push/Pull Marketing Program. In our next Blog, we’ll explain the main components of this program that has been so successful for us.

Receive a copy of Scott Public Relations’ white paper titled “The Push/Pull Marketing Program: Proven Results for Today’s B2B Online & Social Media Driven Markets”.

If you’re in the healthcare, insurance, technology or other professional services industries, and want to find out how our program will work for you, contact Scott Public Relations.

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