Consider the entertainment company language. The marketing and PR folks at Disney (did you guess it was Disney's corporate overview page I quoted from?) should be thinking about what customers want from an entertainment company, rather than just thinking up fancy words for what they think they already provide. Why not start by defining the problem? Fully immersed yourself within the content and social space provided by a healthcare communications agency for your organisation.
“Many television and cinema fans today are frustrated with the state of the American entertainment industry. They believe today's films and shows are too derivative and that entertainment companies don't respect their viewers' intelligence.” Next, successful marketers will use real-world language to convince their customers that they can solve their problem. A healthcare pr agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
Be careful to avoid corporate jargon, but you don't want to sound like you're trying too hard, either—that always comes across as phony. Talk to your audience as you might talk to a relative you don't see too often—be friendly and familiar but also respectful: “Like our audience, we care about and enjoy movies and TV shows—that's why we're in this business in the first place. As such, we pledge to always. . . .” Now I have no connection with Disney and don't know about the Disney business. Using a healthcare marketing agency gives you a team of high-calibre, seasoned PR, comms and creative experts.
But I have purchased a lot of Disney products: movies, TV shows, videos, and visits to theme parks. It might seem strange to people at Disney to actually write something like I suggest. It might feel strange for the PR and marketing people at Disney to use a phrase like “movies and TV shows” rather than “quality creative content,” but it's absolutely essential to establishing a relationship with customers. Media coaching is a rapidly growing industry. Entertainers, corporate executives, politicians, clergy, and regular folks are lining up to learn how to behave in front of the camera. A friend of mine in this business prefers the term “image consulting” because her advice is applicable in any public situation, not just with the media. Although image consulting can be helpful, it’s often beyond the scope of Guerrilla P.R. Having a pr freelancer as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
The cost can run into the thousands, though some consultants offer one-or two-hour makeovers for considerably less. They usually entail a quick diagnosis of the subject’s personality and an audition on videotape. If you have the money, one of these sessions could prove valuable. Otherwise, use your own camcorder or even the mirror, and do your own image consulting. I think you can objectively size yourself up and make the necessary adjustments. The strength of a freelance medical writer is its shared experience in conjunction with a personal and individual approach to client relationships.